Raw material shortages, supply chain disruptions and inflation have screened out many manufacturers and brands in the baby diaper market over the last few years. However, in the baby diaper category innovation is alive and new brands launched continuously.
In America have reported that private label baby diaper share gains have happened but seem moderate, while in Europe, where the private label shares have historically been higher than the U.S., private label share growth has been slightly higher this year.
The days when private label were considered as a cheaper alternative to the top brands are passed. Now private label is as innovative as leading brands and keeps developing for even better product. Recently such sellers have re-made their own brands by integrating popular product features such as plant-based baby diapers, biodegradable, sustainably sourced, soft for baby’s skin, along with eye catching packaging and targeted marketing language. The line between well-known brands and private label is being broken gradually.
According to Euromonitor, the top two companies—P&G and Kimberly Clark—catch most of the baby diaper market share, around 75-76%, while private labels take 16-18%. These independent brands have loyal consumers who primarily buy online . Although these smaller independent brands tend to be premium priced diapers, most of their clients can afford the higher prices based on good income. These brands are still considered as “Other”, but they have obtained market share from the leading national brands.
Although these small boutique brands haven’t dominated the market share, the rest of the industry including raw material suppliers and diaper factories look to them to move forward with next innovation through their heightened sensitivity to new consumer needs. In fact, private label diapers is already an important leader in baby diaper market and will affect the industry continuously. Their existence reminds the top brand keep developing. Finally, better and better products will benefit the consumers.
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Post time: Aug-08-2023
