Get Social

Online communications and social media will be increasingly important tools for marketing store brand diapers.

The U.S. disposable diapers category certainly has seen better times. The category continues to suffer from "a historically slow birthrate, with cash-strapped young Americans choosing to marry later and postponing families," according to Howard Telford, U.S. research analyst for Euromonitor International, Chicago.

Still, the U.S. market is the largest in the world when it comes to disposable diapers, with global market research firm Mintel placing its value at almost $6 billion for 2010.

And value-minded store brands here certainly have room to grow. Data from Nielsen, New York, show that they represented 20.3 percent of dollar sales and 28.6 percent of unit sales within the category for the 52 weeks ending Oct. 27, 2012 (food, drug and mass merchandise outlets, including Walmart; club stores; dollar stores; and military stores).

Trends with traction

The most important claim today in disposable diapers in North America is eco-friendly packaging, Mintel states in its October 2012 "Category Insight: Diapers" report, such packaging noted in a fifth of new launches for the year ending September 2012.

Telford agrees that eco-minded claims are on trend — and extend to the diapers themselves. He advises retailers to emphasize "the natural and green credentials of diapers for eco-conscious consumers." But the value proposition — price married with quality — still comes first.

And consumers' search for the best value has spurred "substantial growth" in large packs, notes Chris Ferdock, vice president of marketing for Duluth, Ga.-based Associated Hygienic Products (AHP).

"This has been largely driven by the big box stores, as well as growth in Internet purchases," he says.

But perhaps the most significant trend sits on the marketing side — today, it's all about relationship-building within the disposable diapers space.

"Successful marketers will be those that reach out to parents online, employing their brands' presence on the Internet as a retail platform, but also to elicit feedback, distribute coupons and inform on news — launches, contests, charitable initiatives, etc. — related to the brand," Telford says. "Online communities — through social media or brand websites — will be necessary to keep the smaller consumer base of parents engaged with diaper brands."

Ferdock, too, views the Internet as a critical diaper marketing tool.

"Historically, the Internet has always been a good source in recruiting and developing consumer relationships, especially baby diapers, where mothers proudly discuss their children," he says. "However, and more importantly, recent trends indicate consumer willingness to not only discuss their children and diaper preferences, but act upon these discussions."

AHP estimates that nearly 6 percent of all disposable baby diaper purchases now take place via the Internet. For that reason, the company believes a "solid social media strategy" will allow marketers to develop consumer relationships that lead directly to product purchases.

Trends on the horizon

Although consumers prefer larger diaper pack sizes for their value and convenience, Ferdock says such packaging often is bulky and difficult for consumers to handle, both at retail and in-home. So a potential trend to watch is unique packaging that helps resolve these issues. AHP will be introducing some new options in 2013, he adds.

And the Mintel report forecasts a rise in the use of botanical ingredients to help boost the natural feel of diapers, as well as help to deliver skin-caring properties.

Going forward, retailers also could benefit from featuring fathers more prominently in their store brand diaper marketing efforts, the Mintel report says, considering that dads are the primary shoppers in some households.