The North American baby diaper market is undergoing a transformation as two of the largest suppliers of private label and contract manufactured diapers have announced significant investments in their manufacturing capabilities. These moves come in response to the increasing demand for high-quality, premium-style diapers among retailer and independent brands in North America.

In July, Drylock Technologies began producing disposable baby diapers and training pants in the U.S. at a new facility in Reidsville, NC, not far from its competitor Ontex’s new North American plant in Stokesdale, NC. Drylock’s investment is part of its strategy to follow its customers. Seven years ago, the Belgium-based hygiene specialist began U.S. production of adult incontinence products in Eau Claire, WI, with a multi-million dollar investment at a facility acquired from Presto Products.

Drylock credits its significant success with many retail partners in Europe to its commitment to innovation and sustainability. “We wanted to leverage our patented baby diaper technology and our deep passion for providing high quality, innovative baby diapers and training pants as close to the consumer as possible,” says Matt Koloseike, VP of sales and marketing, Drylock. “With the growth seen within the U.S. in recent years and the constant demand for new innovations, it only made sense to establish a new manufacturing site regionally.”

Drylock Technologies is heavily focused on the retailer brands segment of the hygiene market where it has partnerships in both the baby and adult care markets. Retailer brands continue to see continued growth, driven by enhanced product quality and range extensions, optimized positioning and high innovation levels, while also bringing more sustainable solutions, all designed to compete directly with national brands.

“The establishment of Drylock’s newest baby care plant in Reidsville, NC, will enable us to bring faster innovation and value to a demanding and growing consumer base,” Koloseike adds. “This new facility will enable Drylock to deliver innovative solutions even more swiftly and efficiently and provide its North American customers with unparalleled speed to market. The North American market will be a large factor in Drylock’s continued investment in innovation and sustainability over the next years.”

Meanwhile, two years after announcing a plan to consolidate its U.S. absorbent hygiene manufacturing footprint by transitioning its King of Prussia, PA, operations into its other campuses, First Quality has decided to increase its production of baby diapers and training pants by 50% through an investment in Macon, GA. The company will also boost its capacity for adult care products at this site by 25%.

This expansion includes an investment in a new manufacturing facility, new adult and baby diaper and training pant lines and a new state-of-the-art automated warehouse facility. The baby care expansion will be implemented in stages and is expected to be completed by June 2025, while the adult care expansion will be completed by September 2025.

“These investments once again reaffirm First Quality’s ongoing commitment to the absorbent hygiene market as well our commitment to sustainability, supply chain optimization, product development and innovation,” says Allen Bodford, president of First Quality’s Absorbent Hygiene Division. “We look forward to completing these expansions and providing our customers with the innovative, high-quality products and services that they have come to expect from First Quality.”

Meanwhile, First Quality is reportedly set to replace Kimberly-Clark as the manufacturer of Costco Wholesale Corp.’s Kirkland Signature baby diapers, according to multiple media outlets. Sources familiar with the decision, who spoke on the condition of anonymity, indicated that the transition will take place this month; however, neither company has confirmed the arrangement.

This shift follows Kimberly-Clark’s announcement during its first-quarter earnings call last year that it was evaluating the exit of certain private label businesses to instead focus on its core personal care technologies, such as those used in diapers, feminine care pads and adult care products, according to CEO Mike Hs. These investments requires substantial capital.

More recently, Hsu confirmed that the company would cease production of a major U.S. club private label diaper business. As a result, Kimberly-Clark’s share of private label business, which stood at about 4% in 2023, is expected to shrink to around 2% by 2025—and could decline further over time.

Kimberly-Clark CFO Nelson Urdaneta also emphasized that exiting private label contracts would enable the company to focus its capacity and investments on differentiating its own brands and technologies.

In fact, the company has been optimistic about its new line of Huggies Skin Essentials baby products that launched in May in the U.S. The new line features Kimberly-Clark’s proprietary SkinProtect liner, which it launched in China to great success in 2023, according to Hsu. The patented technology in the liner protects baby’s skin from the top causes of rash—mess and moisture coming in contact with skin.

Huggies Skin Essentials’ SkinProtect liner helps absorb moisture and lock away runny mess from baby’s skin. The new diaper leaves behind up to five times less mess and features Huggies Blowout Blocker, fun Disney designs, and is up to 100% leakproof and free of fragrance, parabens and elemental chlorine.

Also part of the Skin Essentials line are Pull-Ups Skin Essentials training pants and Skin Essentials wipes. The training pants are ultra-soft and breathable to help protect sensitive skin and are made without fragrance or elemental chlorine. They are designed for potty training, with up to 100% leakproof protection and an underwear-like fit. Skin Essentials wipes are Huggies’ thickest wipe, made with 99% water and zero harsh ingredients. Each thick and gentle wipe is also pH balanced to help maintain healthy skin.

“Huggies puts babies and their caregivers at the heart of all we do. We’re proud to use science and innovation to meaningfully impact families’ lives,” says Scott Glenn, vice president of the U.S. Huggies brand. “The launch of Skin Essentials will be a game changer for the category and is one more way Huggies helps caregivers navigate the unknowns of babyhood.”

Pricie Hanna, managing partner of Price Hanna Consultants, a firm that specializes in nonwoven and hygiene absorbent products, notes that the new Huggies Skin Essentials diaper has some unique features. “Kimberly-Clark worked very hard on this diaper,” she says. “It uses a unique rectangular layer on top of the topsheet that has a pattern of holes that goes about the capture of fluid and absorbency in a little different way. You can also recognize the difference in the softness. It truly is an example of the influence from China, where Kimberly-Clark was quite successful in recent years by experimenting with the layers in the diaper and emphasizing extreme softness. It’s striking because it’s a very different design.”

Private Labels Gain Ground

According to Circana data from the Private Label Manufacturers Association’s Unify+ business intelligence tool, private label disposable diaper dollar sales rose 10% to $646 million in all outlets for the 52 weeks ending August 13, 2023, versus the same period the previous year.

Sonali Jagadev, research analyst – Beauty & Fashion at Euromonitor International, says economic conditions such as inflation and income levels have a strong effect on consumer behavior. “Rising inflation affects disposable income and increases price sensitivity among consumers,” she explains. “So, families may seek lower-cost or private label alternatives to well-known brands. Higher prices may also push consumers to limit their purchases or switch to generic brands. Increased disposable income can lead to higher expenditures on premium diaper brands.”

For Ontex, both North America and Europe play pivotal roles in the company’s growth and global competitiveness in baby care. According to Lieven Dhooge, VP Product Development Baby Care, Ontex, both markets are complementary insofar that the European diaper market is more mature with retail brands reaching shares near 50% whereas in the U.S. retailer brands are becoming more and more popular.

“In North America, consumer preferences lean toward established national brands and/or newly emerging brands lifestyle-driven independents,” he says. “However, private labels are steadily gaining ground, with increasing market share year after year. The future for private label diapers in North America remains quite promising as retailers continue to focus on category growth.”

In North America, Ontex is focusing on expansion by scaling production capacity and introducing innovative, high-quality products tailored to local market needs. “Our coast-to-coast surety-of-supply model provides a reliable and agile operational foundation and positions us to capture significant growth opportunities in the region,” Dhooge says.

In Europe, where the market is more mature, Ontex’s strategy emphasizes bringing value to parents through affordable, sustainable products, he says.

Koloseike of Drylock says the quality of retail brand products has increased drastically over the last decade as consumers seek the best possible value while the category continues to grow. “Additionally, retail brands now offer products with more benefits than we have seen in years past, and Drylock is happy to cater to this need for high-quality and innovative products,” he adds.

As trends in the baby category are accelerating and the need for larger sizes has grown, Drylock has rapidly expanded its ability to produce larger sizes across the entire line of baby care products, enabling retailers to meet ever-growing consumer demands. The company recently added size 8 baby diapers and size 5T/6T training pants.

Additionally, Drylock has expanded its consumer-focused features and benefits, such as its new Pee and Poo Pouch technology, available on all baby diapers and baby pants. “This latest innovation in baby care provides unmatched comfort and security while ensuring a leak-free experience from every angle. Now, both babies and parents can enjoy a peaceful night’s sleep without any disruptions,” Koloseike explains.

Drylock is also continuously looking for ways to expand its sustainable offerings, which led to the development of a compostable diaper. Aside from being compostable in any standard composting facility, the product content consists of materials that are based on natural, vegetable origins for 80% to 90%. Drylock aims to push this over the 90% limit in the near future, he says. In addition to the diapers, a full range of baby products, including baby pants, will be developed and marketed.

Training Pants Trend

While baby pants were traditionally designed to aid parents during potty training, facilitating children’s transition from diapers to regular underwear, they are now gaining popularity as an alternative to open, tape-style diapers for younger babies.

“We are definitely seeing the use of pants for babies that can stand up,” Hanna points out. “I used to say babies up to about 30 months use tape-fastening diapers. That’s not true anymore. Anybody with a baby that can stand up for a diaper change is a candidate for a diaper pant.”

In North America, Hanna says parents are still contemplating whether they will go to pants at an earlier age for their babies, while also considering the price. “If they’re more expensive than parents can afford in their budget, they might use them for some occasions, but not every day, until they are really needed,” she says. “But the pant trend is clearly growing. It’s growing worldwide and it’s growing by adding younger babies who we used to think had to have a tape-closing diaper.”

Leading companies in the diaper market launched several new products catering to this trend last year.

In August, Ontex announced the commercial launch of its newest baby pants, featuring its Dreamshield 360º innovation. The Dreamshield 360° technology – designed with a unique pee and poo back barrier and a 360 fit for all-around protection and comfort – is available in-stores in Germany. The launch will soon expand to other markets as production ramps up across Ontex plants.

The new range of baby pants features triple leakage barriers and continues to use Ontex’s patented SeconDRY technology, ensuring all-around anti-leak fit and ultimate dryness.

Ontex saw strong growth in its baby pants sales in 2023 and this trend continued in 2024. The rollout of the baby pant technology started in Europe with room for expansion to other regions. The production follows the demand of retailers across Europe, who saw the results of Dreamshield 360º in a German consumer panel and see how their consumers shift to baby pants over traditional diapers, both in Europe and North America.

“Consumers no longer see baby pants as a training tool, but a quality product that makes their everyday lives easier, day and night,” says Laurent Nielly, Ontex Europe president. “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.”

In the last few years Ontex has consistently launched new innovations in the baby diaper category. In addition to Dreamshield 360º, the hygiene company has introduced a baby swim pants line for retailers based on its growing baby pants manufacturing platform HappyFit; Stop&Lock Anti-Leak technology, which entails the introduction of front and back barriers in newborn and mini sizes of baby diapers, which Ontex produces for retailer partners; and new Ontex youth pants are tailored for children aged three to 15 who struggle with bladder control at night, despite staying dry during the day, or have some disability leading to loss of bladder control.

“At Ontex, we believe innovation is for everyone, to make everyday life easier, across generations,” says Dhooge. “To live up to that commitment, we have an innovation process that focuses on fast, smart, affordable and sustainable solutions. By working closely with stakeholders and maintaining a customer-centric approach, we develop high-quality solutions that directly address evolving consumer needs.”

Dhooge says Ontex’s Dreamshield innovation is part of an upgraded product design that is reducing total plastic consumption per diaper or pant and is thus fully aligned with the company’s sustainability goals.

“Our success is driven by an integrated approach to innovation, enabled by R&D investments, which have increased over the past years,” he explains. “It’s not just about product development—it’s about teamwork across all functions and partnerships throughout the entire value chain. By simplifying processes, segmenting customer needs and accelerating our innovation pipeline, we ensure that we respond to market trends with agility and speed.”

Procter & Gamble’s Pampers brand has also introduced a new line of baby pants. In May, Swaddlers 360 diapers launched and are designed to transform and simplify diaper changes. The diapers feature a stretchy, pull-on waistband and easy-tear sides. Engineered to provide up to 100% leakproof protection, Swaddlers 360 diapers ensure comfort and convenience for both parents and babies.

“Pampers new Swaddlers 360 diapers are a testament to our commitment to innovation in baby care,” says Marty Vanderstelt, senior vice president, North America Baby Care at P&G. “We want to help parents love the change throughout every stage of diapering as their child grows. Swaddlers 360 diapers offer the same unmatched softness and skin protection that parents and babies have long trusted in traditional Pampers Swaddlers plus a 360-degree stretchy waistband to make changes more convenient.”

Pampers Swaddlers 360 diapers are available in sizes 3-6. They feature a 360-degree stretchy waistband that meets parents and babies at every wiggle, making diaper changes easy – whether their little one is lying down, standing, or walking. Simplifying disposal, parents can easily tear the sides, roll up the diaper and secure it with the attached disposal tape for convenient and hygienic disposal. The diapers also feature Pampers’ Dual Leak-Guard Leg Barriers and LockAway Channels, which provide enhanced protection where leaks commonly occur, while locking wetness away to keep baby’s skin dry and healthy. Meanwhile, Pampers’ Blowout Barrier innovation prevents up to 100% of leaks, even blowouts.

In other product innovation news, P&G upgraded its lower-tier Luvs brand in July with the launch of Luvs Platinum Protection, featuring the family-favorite character, Bluey. Luvs Platinum Protection disposable diapers are now more absorbent, featuring up to 12 hours of Triple Leakguard Protection, along with secure cuffs and stretchy sides to keep leaks locked in.

“We’re thrilled to introduce Luvs Platinum Protection diapers, the ultimate solution for parents who want performance, comfort and value,” says Jess Davidson, Luvs brand director, P&G. “We were determined to make the necessary upgrades to Luvs so parents no longer have to choose between cost-effectiveness and great product performance. We can confidently say that Luvs Platinum Protection parents can have both, giving them More to Luvs!”

Designed to provide exceptional comfort and leak protection, Luvs Platinum Protection diapers are the brand’s most absorbent yet, so babies stay dry through playtime and naptime – and parents spend less time and money changing diapers. Luvs Platinum Protection diapers offer parents an affordable, high-quality diaper with four levels of protection to keep babies dry and comfortable including Triple Leakguards that lock away wetness and provide superior leak protection for up to 12 hours; secure and stretchy sides for a snug and comfortable fit that moves baby; leak barrier cuffs that provide an extra layer of protection against leaks; and a convenient wetness indicator, which changes color when it’s time for a change.

Going Eco

In the past decade, many baby diaper brands have sought alternatives to fossil-fuel-based plastics, opting instead for natural fibers and other compostable materials. This shift is driven by consumer perceptions that these ingredients are safer for babies. Additionally, brands are increasingly transparent about the raw materials they use, recognizing that such transparency is crucial for maintaining customer loyalty.

According to Jagadev of Euromonitor, as environmental consciousness continues to rise, the demand for eco-friendly diapers is rapidly evolving. “Moreover, parents are increasingly concerned about the materials that come into contact with their babies’ skin. Eco-friendly diapers often have fewer chemicals and synthetic additives, hence minimizing diaper rash and other skin issues.”

Pura is one of the newest brands focused on transparency and sustainability. Founded in 2020 by U.K.-based parents Guy and Abi Fennell, the brand emerged from their realization that many baby wipes and diapers were not so clean for the planet or babies’ skin. As they were preparing for the arrival of their first child, they noticed a significant amount of baby waste in their friends’ homes, which further motivated them to create a better alternative.

“Looking into it, we found that 90% of the wipes sold in the U.K. (at the time) contained plastic, but nobody really knew about this, or about the crazy amount of disposable diaper waste that ends up in landfill or being incinerated (three billion diapers are thrown out annually in the U.K. and 20 billion in the U.S.), with the big brands failing to offer sustainable alternatives,” says Guy Fennell, founder and CEO of Pura.

“As we delved further, we also found that the ingredients in many wipes and diapers contained all sorts of nasty toxins, ingredients and materials that could irritate a baby’s sensitive skin, while doing nothing to address eczema. We knew we had to provide parents, and babies, with a better solution – and so Pura was born.”

Pura diapers are sustainably made in Europe to the highest standards, using carbon neutral manufacturing. The diapers incorporate clean and natural ingredients such as organic cotton and, wherever possible, the brand has also replaced oil-based plastics with plant-based materials. Further, its paper packaging is multi-award winning. “We were the first brand in Walmart to offer diapers wrapped in paper packaging which not only comes from sustainable sources but is easy for parents to recycle at home,” Fennell says.

Fennell also claims that Pura is one of the few baby brands offering Totally Chlorine Free (TCF) diapers, while many other brands’ diapers are Elemental Chlorine Free, which means they still use chlorine dioxide for the bleaching of the wood pulp in their diapers.

“We are also totally transparent about what goes into our diapers, allowing parents to make truly informed decisions,” he says. “In addition to being TCF, our diapers are made without any irritating toxins or parabens and our relevant accreditations and verifications from EWG, Allergy UK, British Skin Foundation, OekoTex and Nordic Swan further reassure parents that are diapers are made to be the best for their babies’ skin.”

In October, the brand named actress, entrepreneur, activist and mother Rumer Willis as its global creative partner and brand champion. Pura and Willis share a mission to educate parents about hidden toxins and pollutants in baby care and to provide an alternative with wipes and diapers that are clean, and certified allergy and eczema safe, while at the same time protecting the planet with less plastic and greener manufacturing.

Bringing her creativity, passion for motherhood and eco-friendly living to the role, Willis will supercharge awareness of Pura in the U.K. and U.S. Her creative flair will also be utilized in exclusive co-designed collections, the company says.

Willis thoughtfully chose Pura’s skin-safe and sustainably made baby care products for her daughter, Louetta. “I was not well informed before becoming a parent, but in the first couple months of Louetta’s life, as I started to deep dive and do a little bit more research, I was shocked at the amount of chemicals and toxic ingredients that most diapers and wipes contain,” Willis explains.

“I wanted to make the switch to Pura because for me, the most important thing was finding diapers and wipes that not only were non-toxic and chemical free for Lou, but also sustainable and better for the environment.”

Another player in the eco-friendly diaper space is United Arab Emirates-based PureBorn, which launched in 2017. After becoming a mother, Hannah Curran, the founder of PureBorn, recognized a significant gap in the market for baby products that were not only gentle and safe for children but also mindful of their impact on the environment.

Combining eco-consciousness, safety and high performance, PureBorn diapers feature a core made with organic bamboo, which is breathable and more absorbent than traditional wood pulp, according to Curran. The diapers also feature fun, eye-catching prints that add a playful touch.

PureBorn chose organic bamboo for the diapers because it’s naturally antibacterial, highly absorbent and breathable—perfect for keeping babies dry and comfortable, she explains. “Plus, bamboo is self-regenerating, making it a sustainable choice that aligns with our commitment to protecting the planet. We extend this eco-conscious approach to our packaging, which is made from cornstarch. It’s compostable and biodegradable, ensuring we minimize waste while delivering products parents can trust.”

Last year, the brand expanded its reach into Europe. After announcing its partnership with Swiss distributor Laboratoire Naturel in 2023, PureBorn launched a European website featuring country-specific portals for frictionless access to its products. This one-stop-shop solution will allow families in all major countries across the four regions of Europe to order PureBorn’s products for delivery straight to their doors.

PureBorn’s success in retaining customers will be key to conquering the European market. It aims to increase repeat purchases by 20% focusing on the subscription model and onboarding 20,000 new customers per month.

“We see the region playing a pivotal role in shaping the future growth and global competitiveness of our baby diaper business,” Curran says. “Europe’s strong emphasis on sustainability aligns seamlessly with PureBorn’s eco-friendly mission, creating a natural synergy that supports our brand values.”