Q&A: Meeting natural, sustainable needs in hygiene
Drylock Technologies, Eau Claire, Wis., has been creating hygiene products for private label since 2011 and over that time has seen a lot of shifting consumer trends. With the pandemic, and a growing interest in personal care that’s wearable and better for the earth, the company has been developing products that meet these needs. Store Brands sat down with John Hopkins, VP of sales and marketing at Drylock Technologies, to learn more about trends and shifting consumer needs in hygiene and baby products.
Q: First, tell me about Drylock and its private label capabilities?
We combine customer focus with product innovation and manufacturing, to provide hygiene
products of the future, today. This shows in both our own brand (Presto, Simpli, and Magics) and private label adult incontinence, baby diapers and feminine hygiene products, which include many household brand names.
At Drylock, we care about the impact we have on the environment and have committed to calculate, reduce and offset our climate impact by becoming the first factory in the U.S. disposable hygiene industry to have CO2-neutral manufacturing.
Q: Baby care, a space you’re in, has seen prices rise on diapers and in products, how has
Drylock navigated the pressures in the space?
We are fortunate enough to have a global presence that allows us to compete on raw material prices and resources. Our scale enables us to provide cost-competitive pricing, meaning a better value for our partners and their customers. With changes in raw material sourcing, comes a responsibility to ensure quality is still being upheld. We test new raw materials in our state-of-the-art R&D lab to ensure only the highest quality products make it to our customers.
One thing that will continue to separate Drylock from its competitors, is our dedication to providing innovative products. Our committed team of product experts keep a close eye
on the market to find and fill unmet needs for our partners in the baby care categories and beyond.
Q: In all your wellness products, what are some consumer trends you’re seeing out there?
The market is shifting heavily towards thinner, more discreet wearable products. Our dedicated R&D team is constantly evaluating how to provide products that not only perform but provide discreet protection against odors and leakage. Another major trend shift is the preference for natural incontinence products. According to Mintel’s February 2021 report, 59% of consumers express a preference for natural incontinence products. Drylock is proud to be taking huge steps towards more sustainable manufacturing, products, and packaging to provide better products for our partners and the environment.
Additionally, we are seeing growth in 2-in-1 products that help bridge the gap between menstrual and adult incontinence products. These multi-fluid products allow new consumers to shop for one product that masks incontinence functionality within a feminine hygiene product.
Q: It seems like personal care products like in feminine care and baby care are very intimate
products that a retailer can leverage its loyalty against in the space, would you agree?
We would argue quality is the most important aspect of a retailer’s own brand. According to Mintel’s December 2020 report, mass merchandisers are one of the few retailers benefiting from
the changes caused by the pandemic. Store brands have the potential to unlock more than value. Drylock’s mission is to make a better performing product than the national brands at a better price.
Q: How does sustainability play a role at Drylock?
Drylock Technologies has become the first U.S. facility in the disposable hygiene industry to receive CO2-neutral certification for carbon-neutral manufacturing. The CO2-neutral label, a globally recognized certification issued by CO2logic, proves a real and measurable commitment to reduce and offset carbon emissions. Drylock is already meeting consumer demand for products made with natural materials by sourcing cotton-enhanced, green polyethylene, bio-based, and chlorine-free materials for “pure” products.
Drylock Technologies has launched Simpli, one of the first natural, eco-friendly incontinence brands in the US. Simpli provides natural, plant-based incontinence protection free of fragrance, lotions, parabens, natural rubber latex, toxic dyes, and chlorine bleaching. Drylock sustainability efforts also extend to packaging by offering recycled, green packaging options, including recycled content, paper, and carbon-neutral bags.