Ontex Group launches new baby pants with advanced Dreamshield® 360° technology
The company introduced its latest innovation in baby care, featuring superior leak protection and comfort, now available in Germany with plans for broader market expansion
Ontex Group NV, a prominent international developer and manufacturer of personal care products, has officially launched its latest baby pants incorporating the innovative Dreamshield® 360° technology. This product is now available in stores across Germany, with plans for expansion into additional markets as production scales up at Ontex facilities.
The Dreamshield® 360° pants feature a unique pee and poo back barrier, along with a 360° fit designed to provide comprehensive protection and comfort. Consumer panels have shown that these new pants outperform competing products, with parents expressing a strong preference for Dreamshield® 360° due to its superior absorption capacity, leak prevention, dryness, and overall fit.
In a recent study conducted in France, 65% of consumers rated absorption capacity as extremely important in baby products, while 55% highlighted the need for dryness to protect the skin, and 62% regarded comfort as a key factor. Dreamshield® 360° excelled in these categories when compared to competitor offerings, earning the trust of both parents and retailers.
The newly launched range of baby pants includes triple leakage barriers and utilizes Ontex’s patented SeconDRY® technology, ensuring an all-around anti-leak fit and maximum dryness.
The company has reported robust growth in baby pants sales over the past year, a trend that continues into 2024. The initial rollout of this technology began in Europe, with potential for further expansion into other regions. Retailers across Europe have noted the favorable consumer response to Dreamshield® 360° in the German consumer panel and are witnessing a shift among their customers from traditional diapers to baby pants, a trend observed in both Europe and North America.
Laurent Nielly, president of Ontex Europe, remarked: “Consumers no longer see baby pants as a training tool, but a quality product that makes their everyday lives easier, day and night. The Dreamshield 360° innovation puts our retail partners in a position to supply the next generation baby pants consumers want: baby pants that offer superior protection and comfort including at night and are a great option for active babies”.
