Private-Label Diapers Drive Competition in the U.S. Market

The U.S. diaper market is experiencing significant growth in private-label brands, as retailers seek to diversify their offerings and respond to consumer demand for more affordable, eco-friendly, and high-quality products. Manufacturers like Ontex, producing everything from entry-level to premium diapers, work with retailers to develop these brands, providing expertise in design, production, and marketing.

Other companies, including First Quality, Drylock Technologies, and Kimberly-Clark, are also involved in private-label production, while retailers such as Costco and its Kirkland products have recently switched manufacturers to optimize quality and costs. Meanwhile, direct-to-consumer (DTC) luxury brands and eco-friendly startups like Coterie, Kudos, and Dyper have entered the market, offering consumers more choices.

 

This increased competition pushes traditional brands, such as Pampers from P&G and Huggies from Kimberly-Clark, to innovate and launch premium or luxury lines, while retailers leverage private-label brands to offer value to price-sensitive shoppers. Investments in local production, including Ontex’s plant in Stokesdale, North Carolina, and other expansions in Georgia and North Carolina, ensure greater manufacturing capacity and faster market response.

Experts note that while national brands retain loyalty, the premiumization of private-label diapers has allowed high-quality products at accessible prices, enhancing competition and broadening options for U.S. parents.