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Major diaper manufacturers invest in new factories and technologies in the U.S.

Companies seek to meet growing demand for baby diapers in North America

The leading baby diaper manufacturers in the U.S. are expanding their operations to keep up with the growing demand for high-quality products. Companies such as Drylock Technologies and First Quality have announced significant investments in new facilities and technologies, reinforcing their commitment to the North American market.  

Drylock Technologies, which was already active in the U.S. in the production of adult incontinence products, began manufacturing disposable diapers and training pants at a new facility in Reidsville, North Carolina, in July 2024. The belgian company is betting on innovation as a competitive differentiator and is seeking to bring its operations closer to local consumers by offering faster and more effective solutions.  

Matt Koloseike, Drylock’s VP of Sales and Marketing, points out that the decision to expand operations in the U.S. is in line with growing demand. “We wanted to leverage our patented baby diaper technology and our deep passion for providing innovative, high-quality diapers and training pants as close to the consumer as possible,” he said. The new factory will allow Drylock to optimize product delivery and better serve its retail partners in the region. 

Another important move in the sector is led by First Quality, which has announced the expansion of its plant in Macon, Georgia. Production capacity for baby diapers and training pants will be increased by 50%, while the manufacture of adult care products will grow by 25%. The expansion includes the construction of new facilities and the installation of an automated warehouse. Completion is expected by September of this year.   

Allen Bodford, president of First Quality’s Absorbent Hygiene Division, emphasizes that the investment seeks to guarantee high-quality products and innovative solutions for its customers. “These investments once again reaffirm First Quality’s ongoing commitment to the absorbent hygiene market, as well as our commitment to sustainability, supply chain optimization, product development and innovation,” he said.  

At the same time, industry sources indicate that First Quality will take over the production of Costco’s Kirkland Signature diapers, replacing Kimberly-Clark as the supplier. The change is expected to take place this month, although neither company has officially confirmed it. 

Kimberly-Clark, for its part, continues to invest in its private labels and prioritize innovative technologies. After announcing the closure of part of its own-brand operations, the company launched the Huggies Skin Essentials range in the U.S., which features advanced technologies for protecting babies’ skin. 

The line’s main differentiator is the SkinProtect liner, designed to prevent diaper rash by reducing the contact of moisture and dirt with the skin. The new diaper is also free of fragrances, parabens and elemental chlorine, as well as featuring exclusive designs and leak-proof features.  

Scott Glenn, VP of the U.S. Huggies brand, emphasized the impact of the new line on the market. “The launch of Skin Essentials will be a game-changer for the category and is yet another way Huggies is helping caregivers navigate the unknowns of infancy,” he said. 

For experts, the development of new technologies for premium diapers reflects a global trend. Pricie Hanna, a managing partner at Price Hanna Consultants, points out that the American market is increasingly looking for products that combine comfort, safety and sustainability. “It uses a unique rectangular layer on top of the top layer that has a pattern of holes that captures fluid and absorbency in a slightly different way. You can also recognize the difference in softness. It’s really an example of the influence of China, where Kimberly-Clark has been successful in recent years in experimenting with layers in the diaper and emphasizing extreme softness. It’s impressive because it’s a very different design,” she explained. 

PIVATE LABELS GAIN STRENGTH IN NORTH AMERICA 

Sales of private label disposable diapers are on the rise in North America, reflecting a significant change in consumer behavior. Data from Circana, using the Private Label Manufacturers Association’s Unify+ tool, shows that the private label diaper market generated US$ 646 million in the 52 weeks ending August 2023, a 10% increase on the previous year.   

Sonali Jagadev, research analyst – Beauty & Fashion at Euromonitor International, points out that economic conditions, such as inflation and income variations, play an important role in this scenario. According to her, rising prices push families to look for more affordable alternatives. “Families may look for lower-cost alternatives or private label for well-known brands. Higher prices can also lead consumers to limit their purchases or switch to generic brands. Increased disposable income can lead to higher spending on premium diaper brands,” she explains.   

With an eye on this movement, belgian hygiene products manufacturer Ontex is betting on different strategies for the European and North American markets. In Europe, where the private label sector is consolidated, with a market share close to 50%, the company is focusing on adding value through sustainable and affordable products. In North America, where retail brands are expanding, Ontex is looking to increase its production capacity and offer innovative solutions adapted to local needs.   

“Private labels are steadily gaining ground, with market share increasing year on year. The future of private label diapers in North America remains very promising, as retailers continue to focus on growing the category,” says Lieven Dhooge, VP of Product Development Baby Care at Ontex. According to him, the company has expanded its infrastructure to ensure agility and efficiency in serving North American consumers, who are increasingly looking for quality and innovation.   

Another example of this focus on innovation comes from Drylock Technologies, which has also been expanding its production capacity and introducing new technological features into its products. The company recently launched a technology called Pee and Poo Pouch, which promises greater comfort and protection against leaks, offering a safer experience for babies and peace of mind for parents. In addition, Drylock has expanded its range of sizes to include diapers for larger babies, such as size 8, and training pants up to 5T/6T, in line with new market demands.   

Sustainability is also on Drylock’s radar, as it has developed a diaper made from plant-based materials that can be composted in industrial facilities. Currently, the composition of the product is 80% to 90% sustainable materials, with the goal of surpassing the 90% mark soon. The company also plans to launch a complete range of baby products with a focus on sustainability.  

Koloseike of Drylock says that the quality of retail brands’ products has increased dramatically over the last decade, as consumers look for the best possible value while the category continues to grow. “What’s more, retail brands now offer products with more benefits than we’ve seen in recent years, and Drylock is happy to meet this need for innovative, high-quality products,” he adds. 

TRAINING PANTS BECOME GLOBALLY POPULAR 

The global baby diaper market has seen significant growth in demand for training pants, also known as panty diapers, as a practical alternative to conventional taped diapers. This trend reflects parents’ search for products that make the changing routine easier and offer babies greater comfort, especially for those who can already stand up.  

According to Pricie Hanna, a managing partner at Price Hanna Consultants, the preference for training pants has been gaining momentum among consumers in various regions. “I used to say that babies up to 30 months old wear diapers with tape fasteners. That’s no longer true. Anyone with a baby who can stand up to change diapers is a candidate for a panty diaper,” she explains. Although this category is still expanding in North America, where cost can influence the purchasing decision, the trend is clear and global. 

Major manufacturers in the sector are already positioning themselves to meet this new demand. Ontex, for example, recently launched its range of training pants with Dreamshield 360º technology, which offers barriers against leaks and a complete fit for greater protection and comfort. Initially available on the German market, the company plans to expand the launch to other regions, following the growing demand for this type of product.  

Laurent Nielly, president of Ontex Europe, points out that training pants are no longer seen only as a tool for potty training, but as a practical solution for everyday life. “The Dreamshield 360° innovation puts our retail partners in a position to provide the next generation of baby pants that consumers want: baby pants that offer superior protection and comfort, including at night, and are a great option for active babies,” he says.  

Ontex is also investing in other innovations in the baby diaper category. Recently, the company launched swimming diapers for babies and introduced Stop&Lock Anti-Leak technology, which incorporates front and back barriers into smaller diaper sizes, guaranteeing protection from birth. In addition, Ontex has developed youth diapers for children with bladder control difficulties, showing its commitment to inclusive and intergenerational solutions. 

Procter & Gamble (P&G) has also bet on training pants with the launch of the Pampers Swaddlers 360 line. The diapers have a 360-degree elastic waistband and are designed to make changing easier, whether the baby is lying down, standing up or walking. “We want to help parents love changing at every stage of the diaper change as their children grow. Swaddlers 360 diapers offer the same unmatched softness and skin protection that parents and babies have long trusted in traditional Pampers Swaddlers, plus a 360-degree elastic waistband to make changing more convenient,” says Marty Vanderstelt, senior vice president, North America Baby Care at P&G.  

P&G has also updated its Luvs range, launching the Luvs Platinum Protection version with greater absorbency and new leak protection features. The diapers offer up to 12 hours of protection with Triple Leakguard technology and have elastic cuffs and sides for a comfortable and secure fit. 

ECOLOGICAL DIAPERS DRIVE INNOVATION IN THE CHILDCARE MARKET 

In recent years, the baby diaper market has been undergoing a transformation driven by the search for more sustainable and safer solutions. Brands such as Pura and PureBorn have stood out by offering products that replace fossil fuel-based materials with natural and compostable fibres, winning over consumers who prioritize babies’ health and environmental protection.  

According to Jagadev, an analyst at Euromonitor, increased environmental awareness has been a determining factor in the growth of ecological diapers. “In addition, parents are increasingly concerned about the materials that come into contact with their babies’ skin. Ecological diapers generally have fewer chemicals and synthetic additives, minimizing diaper rash and other skin problems,” she explains. 

Pura, founded in 2020 by Guy and Abi Fennell in the UK, is an example of this trend. The brand was born out of the realization that many baby care products contained ingredients that were harmful to babies’ skin and the environment. With a focus on transparency and sustainability, Pura uses organic cotton and plant-based materials in its diapers, as well as investing in carbon-neutral manufacturing. “We were the first brand in Walmart to offer diapers wrapped in paper, which not only comes from sustainable sources, but is easy for parents to recycle at home,” says Guy Fennell, the company’s founder and CEO.  

Another Pura differentiator is the production of Totally Chlorine Free (TCF) diapers, unlike many brands that still use chlorine dioxide to bleach the wood pulp. The company also offers total transparency regarding the ingredients used, allowing parents to make informed and safe choices for their children. 

Pura recently appointed actress and activist Rumer Willis as global creative partner. Willis, who became a mother in 2024, shares the brand’s mission to educate parents about the risks of toxins in children’s products and promote sustainable alternatives. “I wanted to switch to Pure because, for me, the most important thing was to find diapers and wipes that were not only non-toxic and chemical-free for Lou, but also sustainable and better for the environment,” says the actress.  

PureBorn, founded in 2017 by Hannah Curran in the United Arab Emirates, focuses on diapers made from organic bamboo, a naturally antibacterial and highly absorbent material. The choice of bamboo reflects the brand’s commitment to sustainability, as this plant is self-regenerating and minimizes environmental impact. In addition, PureBorn uses compostable packaging made from corn starch, reinforcing its commitment to reducing waste. 

PureBorn’s expansion into Europe last year is also an important milestone for the brand. The partnership with Swiss distributor Laboratoire Naturel made it possible to launch country-specific portals, making it easier for consumers to access the products. The brand aims to increase customer retention, with a focus on subscriptions and new consumers. “We see the region playing a key role in shaping the future growth and global competitiveness of our baby diaper business,” says Curran. 

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