The New Baby Boom: Retailers, Are You Stocked for Larger Diapers?
As consumer habits evolve, so does the market for everyday essentials. One significant shift is occurring in the baby care sector, where parents are increasingly keeping children in diapers longer and starting potty training at an older age. This trend is creating a growing demand for larger-sized diapers and training pants, prompting manufacturers to adapt their product offerings to meet these new needs.
Drylock Technologies is meeting the growing need for larger diaper sizes through innovation, providing parents with products that provide the comfort, performance, and value they seek. In addition to developing new products, Drylock is also sharing its expertise with retailers to help them optimize assortments and capitalize on this expanding segment
STORE BRANDS: What recent trends are driving growth in the baby diaper and training pants market, and how is Drylock responding to these shifts, particularly with larger-size offerings?
DRYLOCK TECHNOLOGIES: The most prevalent trend we are seeing is that children are staying in diapers for much longer and starting potty training at a much older age, therefore causing the need for larger sizes in both diapers and training pants. Drylock Technologies is actively responding to these shifts to meet evolving consumer demands by continuing to innovate around larger sizes and new technologies (diaper pants).
Since parents are looking for diapers that offer superior comfort and performance in much larger sizes, Drylock continues to innovate in improved absorbency, leak protection, and skin-friendly materials. Innovations in new products such as diaper pants, which are easier to put on and remove, are gaining popularity due to their convenience. Drylock Technologies is proactively adapting to these market trends through several strategic initiatives.
We have recently launched size 5T/6T training pants, and this size has become more than 16% of the total training pant sales in the retail market. We also launched size 8 baby diapers, which are quickly gaining market share as well. These two new sizes are the fastest-growing sizes across the baby diaper and pant markets in the U.S. Drylock also offers a diaper pant, which has become 18% of the total baby pant retail market.
SB: As demand rises for sizes like Size 8 diapers and Size 5T/6T training pants, how has Drylock adapted its product development and innovation strategy to meet evolving consumer needs?
DT: Drylock Technologies has focused its product development and innovation strategy to align with evolving consumer expectations around fit, performance, and convenience. Drylock has extended its diaper and pants product lines to include larger sizes, directly addressing the trend of delayed potty training and longer diaper use, and parents seeking a seamless transition from diapers to underwear with age-appropriate products.
Larger sizes require specialized attention to fit and flexibility. Drylock has introduced the 360° stretch waistbands for better movement and comfort. Also, our diapers and pants are designed with leg cuffs, specifically to meet the needs of older, more active children. Additionally, we also focus on soft, breathable materials that support longer wear times while minimizing skin irritation.
SB: How do larger-size diapers and pants align with what today’s parents are looking for in terms of comfort, performance, and value?
DT: For older toddlers or children with delayed potty training, larger training pants are designed to look and feel more like underwear, which helps with comfort and confidence. Larger-size diapers and pants typically offer higher absorbency to meet the needs of older children who tend to be more active and may have a larger volume of urine. Stronger leak guards and more advanced core technologies help prevent accidents, giving parents peace of mind during outings or sleep. Improved absorbency and fit mean fewer diaper changes throughout the day, translating to savings over time.
SB: What sets Drylock’s larger-size diapers and training pants apart from others in the market, and how do these innovations benefit retail partners?
DT: Drylock’s larger-size diapers and training pants stand out in a competitive market through cutting-edge innovation, tailored design, and strategic value, all of which offer compelling benefits to retail partners. Drylock’s 360° stretch waistbands, soft-touch materials, and skin-safe ingredients enhance comfort and confidence for older kids.
Our entire baby line-up of diapers and training pants is centered around our unique, patented, innovative channel core technology. This technology provides better leakage protection and adapts perfectly to fit the baby’s body, offering more freedom of movement. It enables the diaper to create a cupping effect, absorbing fluids more quickly and preventing fluid run-off, enabling the baby’s skin to remain dry longer.
This innovative technology provides a more comfortable experience for the baby and a sleek and environmentally friendly design. We offer the most sustainable and innovative baby products available in the retail market today, combining state-of-the-art innovation and continuous expansion into the markets with the highest consumer demand.
SB: How can retailers optimize their baby care assortment to capitalize on the growing demand for larger-size diapers and training pants?
DT: Retailers can optimize their overall baby category assortment by focusing more efforts and shelf space on their private label brand. Therefore, enabling full coverage of these growing trends and at the same time adding shelf space for the larger sizes. We have seen an accelerated return on investment when larger-size diapers and training pants are added to the overall shelf assortment. Another option is to offer a budget-friendly line for everyday use and a premium line with enhanced comfort, absorbency, and eco-materials in larger sizes. This focus on an increased private label assortment can accelerate growth by offering similar quality to national brands at more economical prices.
SB: Looking ahead, how does Drylock see the category evolving, and what role will the company play in driving innovation and growth in the larger-size segment?
DT: Looking ahead, Drylock sees the baby care category, especially the larger-size diapers and training pants segment, evolving in response to changing family dynamics, increased performance expectations, and sustainability demands. The company is positioning itself as a key driver of innovation and growth in this space through its forward-thinking strategies and product development capabilities. Parents will demand products that combine high absorbency, skin-friendliness, and a discreet fit, especially in larger sizes. Innovation will focus on thin-but-powerful absorbent cores, better fit for active children, and improved skin health features.
Drylock anticipates that the larger-size diaper and training pants category will evolve into a more sophisticated, performance-driven, and sustainable segment. As a leader in core technology and sustainable production, Drylock is uniquely positioned to set the pace of innovation, expand consumer access to high-performance solutions, and support retailers in capturing this next wave of growth in baby care.