Submitted by Jessica Dinapoli
New York (Reuters) Procter & Gamble sells luxurious aloe -filled Bumbum brand diapers made in China’s “Retail Purpose” as they are the most popular Pampers and Luvs brands losing the basis for more and more imported competitors.
This step is unusual for cincinati -based consumer products manufacturers, the largest worldwide, as most of what the US sells is produced internally.
Target said he would offer Bumbum earlier this year as part of the overhaul of his baby and baby’s products, but did not identify the brand manufacturer. In a statement, P&G stated that she had introduced Bumbum as part of its broader strategy to offer higher products and that diapers supplement their Pampers and Luvs brands.
The P&G, which causes the household basics, which includes a wave of Dawn dish to the wave washing products, did not answer questions about diaper production in China or the effects of tariffs. The goal did not respond to the request to comment.
The P&G transition to ship diapers from China shows how imports have been more attractive due to US -made goods costs and that consumer product manufacturer is looking for a way to grow sales in their best categories such as baby care.
Target P&G is the most popular Pampers Pampers pure diapers costs about 37 cents for each 2 diapers, adapting a baby up to £ 18, while another Chinese luxury brand-Moon Moon is 28 cents. Bumbum diapers are less than Millie Moon.
P&G is partially increasing due to tariffs, and executives said last month, even when its sales are reduced by the fact that buyers spend less due to the economy. Taxes have already led the increase in prices for other necessary infants, including car chairs and carts, which are mainly manufactured in China.
P&G executives have said in the last 18 months that sales in their baby business have been declining over the past 18 months and that they are working on improving their brands.
Pampers, which still leads $ 5.4 billion in the US -based baby diaper market, saw that its share was reduced to 32.3% 2024. From 32.5% 2022, and the budget brand Luvs decreased to 6.9% last year from 9% in 2019, based on Euromonitor.
Pricie Hanna, founder of Price Hanna Consultants, focusing on diapers and other absorbed products such as Pads, said P&G can try Bumbum Target to include some Pampers later.
The new diapers are advertised as the softness of Aloevius enriched with a “cloud -like”, Millie Moon, a competitor, about the softness of the “touch of the cloud”.
The competitor Kimberly -Clark presented the value price of Snug & Dry last year, which she promotes as “clouds soft” using Chinese research and development and supply chain teams.
The US diaper market is reduced by the birth of fewer babies, causing manufacturers to improve improvements for which they can take more than the market, and in the market to attract new customers.
Chinese -made nappies, which once rejected by new parents, became popular. Based on the import data provider, Importuti, Imports based on diapers made in China more than triple increased in two years ending on April 23.
The quality of the nappies made by China has increased significantly and there is no noticeable difference between those made in China and the US, industrial experts said. The Chinese government is also very subsidized by factories producing diapers and their components, while workers earn much less, allowing products to reduce US -made US, experts said.
The price hikes that reflect the tariffs still have to hit the store shelves completely, and in the autumn it is more expected because retailers sell older inventory. Increase can lead to consumers looking for even cheaper brands.
However, if the rates lead to a higher increase in prices for Chinese nappies, consumers could change from them, Hanna said.
Brands grow
Other Chinese brands are Parasol, which is available for Target and Amazon.com Parasol is the highest quality product at about 42 cents, less than other high -end European and Canadian brands such as Coterie and Healthybaby. Some store brand diapers are also made in China, industrial experts said.
“The thing is that the nappies from China are so cheap from get-go,” said Shazi Visram, founder of Healthybaby.
Located in Hong Kong, Zuru Edge’s Rascals and Millie Moon brands have won new parents with lower, soft materials and social media campaigns. The Rascals brand sells for about 21 cents for the Walmart diaper.
Based on Bain Consulting, Rascals and Millie Moon, they had a triple digital calculation from 2020 and 2021 respectively, according to Bain Consulting accordingly, citing Nielsen data.
According to Bain, their market share, in total 3.5% last year, is still small compared to Pampers. The consulting company said the number does not include all brands sales such as e -commerce, and “depicts only part of their growth stories.”
Zuru Edge did not immediately refund the request to comment.
Jessica Hung, the founder of Parasol, said she had been seeking to reduce costs so far, rather than transferring prices to buyers. For example, it now packs diapers into a simple brown box, not one with colorful prints.
“The cost of transferring the market, but we will definitely lose some customers,” she said.
(Jessica Dinapoli New York Report; Edited by Anna Driver)
