Progressive Grocer

DEC 2016

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For more information, visit www.mintel.com or call 800-932-0400. Mintel Global New Products Database Category Insights Brands can tempt consumers into spending more by developing diapers with smart- technology features, products impregnated with lotions to soothe skin, and fast home- delivery subscription services. Marketing and advertising that speak positively about the importance of dads in child rearing/ bonding will resonate with men, as will brands that offer support and tips on raising a baby. Natural/eco-friendly innovations that strongly market skin- friendly and nonallergenic claims can appeal to consumers and help address competition from cloth diapers. Diapers Market Overview Low birth rates, early potty training and a switch to cheaper products from discounters are contributing to slower diaper category growth in developed countries such as the United States. 70 percent of U.S. parents with children age 3 and under have bought disposable diapers for their child, and 35 percent have purchased disposable training pants. k ey i ssues Since 80 percent of U.S. parents with children under 3 stock up on diapers when they're on sale, 74 percent are persuaded by coupons or discounts to try a different diaper brand, and 36 percent buy whatever diapers are the cheapest, branded players must address competition from discounters and cheaper diaper brands. With 37 percent of U.S. parents interested in, and willing to pay more for, disposable diapers that are more eco- friendly, such product launches are ripe for expansion. 18 | Progressive Grocer | Ahead of What's Next | December 2016 Dads remain an untapped target group in marketing.

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