Honest diapers’ launch eight years ago as a direct-to-consumer diaper subscription and its subsequent growth over the following two years into major retailers in the U.S., marked the first step in a diaper revolution that we still see today. While green diaper brands already existed back in 2012, Honest expanded on the safety and sustainability claims and further was able to deliver a diaper that was social media worthy. The range of available diaper prints to pick and choose into your customized diaper subscription box soon became fashion statements shared across millennial social media accounts.
Since then, we have seen the emergence of new brands fashioned after similar features, that have found their niche in the premium segment but have recently grown to explore the new masstige trend: inexpensive goods marketed as luxurious or premium. The national brands P&G and KC launched their own high-end lines of diapers in 2018 and 2019, respectively, with Pampers Pure and Huggies Special Delivery. Also making a claim in the premium segment are newly launched Healthynest, a “plant-based” diapering subscription that includes activity trays for babies; Kudos, the first diaper to have a 100% cotton topsheet; and Coterie, high-performance super absorbent diapers. Two new launches that have demonstrated huge growth in the masstige sector are Hello Bello (marketed as “premium, plant-based, affordable baby products”) and Dyper, bamboo viscose eco-friendly diapers that can be composted in industrial composting facilities. New to this highly competitive space is P&G’s All Good diapers launched exclusively in Walmart, priced similarly to Hello Bello.
Most of these new brands have something in common: Value added through social responsibility incentives, increase in safety-based claims (hypoallergenic, chlorine-free, “non-toxic”), a more sustainable supply chain through plant-based or PCR materials, or conversion with renewable energy.
What Will Be the Main Trends in Diapering Going Forward?
A focus on natural ingredients and features parents can enjoy including performance related enhancements, aesthetics such as fun or customized prints and curated parenting subscription boxes, will be in the forefront of consumer demand. While a small niche of millennial parents will continue to push for greener diapers (and put their money where their stance is), most of the push towards sustainability will continue to come from NGOs and giant retailers meeting ESG goals, rather than few informed buyers.
Post time: May-27-2021
