DIAPER MAKERS CONTINUE TO PRIORTIZE INNOVATION & SUSTAINABILITY DESPITE DEALING WITH CHALLENGES
DIAPER MAKERS CONTINUE TO PRIORTIZE INNOVATION & SUSTAINABILITY DESPITE DEALING WITH CHALLENGES
Raw material shortages, supply chain disruptions and inflation have tested manufacturers and brands in the baby diaper market over the last few years. Adding to these challenges, birth rates in the U.S. have steadily declined during the last decade and a half. Despite these concerns, innovation is alive in the baby diaper category and new brands have continued to launch
“The pandemic has served as a double-edged sword for the diaper industry,” says Sonali Jagadev, research analyst - Beauty & Fashion, Euromonitor. “On one hand, greater price sensitivity has weakened the spending power of the consumer. On the other hand, increased health and eco-awareness has popularized value added product features with clean origin, natural, plant-based and organic products. Now, some questions have arisen: how do you reach the point where value and quality can meet, and how do you get this balance in the post-pandemic world?”Jagadev also added that most of the growth seen today is not volume driven; it is price driven because of inflation.
Dyper CEO Sergio Radovcic says the supply chain has proven to be one of the most pressing challenges for young brands. “Between the pandemic, the raw material availability and fluctuating prices it creates a constant flux. Brands such as Dyper that rely on specialized plant-based materials and unique raw materials are often particularly disadvantaged and have to exhibit high resilience to assure uninterrupted supply to consumers. These and other challenges also present unique opportunities to innovate, something that comes naturally to young brands rooted in challenging the status quo.”
As the global market for diapers dealing with varying challenges, diaper makers continue to prioritize innovation and sustainability and the market will soon be stabilized for the upcoming years ahead.
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