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Overcapacity in Developed Markets to Intensify Competition Between Players
Business of baby diaper is rather capital intensive with long investment and payback cycle. Volume sales of baby diapers in developed markets are expected to decline on account of declining fertility rate. This declined fertility rate can be highly attributed to myriad commercially available birth control options coinciding with major societal shifts. Emancipation of women along with their increased participation in occupational fields, in combination with mounting costs of education and childcare, are further affecting birth rates in developed economies.
With low volumes of baby diaper sales, their unit cost is gaining an uptick, thereby leading to deteriorating margin, and marginal cost pricing by manufacturers. These instances point at a rise in price war among players in the baby diaper market until challenges appertaining to overcapacity is addressed.
Robust Promotional Campaigns by Manufacturers to Drive Demand for Baby Diapers
Baby diaper manufacturers are launching promotional campaigns in order to increase their product visibility and market penetration. According to studies carried out by Kimberly-Clark, as babies become mobile they are capable of travelling nearly 7 km in a single day. Banking on this surprising statistic, the company launched its funny online campaign, called "World’s First Baby Marathon", in 2017, in a bid to promote its diapers as the prime choice for mobile babies. Entering a new market is usually challenging for niche market players, particularly when competing against well-established brands.
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This further entails the requirement for gaining consumer attention through innovative strategies. A Japanese baby diaper manufacturer, Genki!, faced similar challenge when the company launched its first pant diapers in 2016. For standing out from the crowd, Genki! worked with the ADK Global Kuala Lumpur for launching the campaign called "WOW Bersama Genki!" in 2017. Post-campaign launch, the company experienced robust sales expansion and increased brand awareness among consumers. Such promotional campaigns by leading as well as niche market player will rub off on future demand for baby diapers worldwide.
Key Takeaways from Fact.MR’s Report on Baby Diapers Market
- Disposable underwear will continue to be the dominant product type in the market, in terms of value. Demand for disposable underwear is primarily driven by their convenience and ease of use.
- Based on diaper style, pull on baby diapers are estimated to account for the bulk revenue shares of the market during the forecast period. Pull on baby diapers are also expected to record the fastest volume sales through 2026.
- Sales of baby diapers will remain the highest for use in babies with less than 12 lbs weight. Babies with a weight of less than 12 lbs will account for approximately one-third market revenue share by 2026-end.
- Modern trade channel are anticipated to remain dominant distribution channels for baby diapers, and are estimated to latch onto nearly two-fifth market revenue share by 2026-end.
- Fujian Shuangheng Group Co., Ltd., Svenska Cellulosa Aktiebolaget SCA, Johnson & Johnson Private Ltd., and several other prominent market participants have been profiled and analyzed in detail in this report.
Table of Content:
- Executive Summary
1.1. Summarizing Key Findings
1.2. Trends and Developments
1.3. Strategic Themes
1.4. Highlighting Action Area – Wheel of Fortune
- Global Baby Diapers Market Overview
2.2. Market Definition and Scope
2.3. Market Taxonomy and Segments Captured
- Global Baby Diapers Market Outlook
3.1. Market Size (US$ Mn) & Volume (Mn Units) and Forecast, 2013-2027
3.2. Market Y-o-Y Growth
3.3. Forecast Factors and Relevance of Impact
- Global Baby Diapers Market Dynamics
- Supply Chain Assessment
- Actionable Insights and Analysis
6.1. Competition Footprint Matrix
6.2. Scenario Forecast
6.3. PEST Analysis
6.4. Porter's Five Forces Analysis
6.5. Product Life Cycle
6.6. Investment Feasibility Matrix
6.7. List of Distributors
6.8. Key Participants Market Presence (Intensity Map) By Region
Diaper Recycling Efforts of Manufacturers will Regain Consumer Loyalty & Fuel Sales
With growing adoption of disposable baby diapers driven by increasing hectic lifestyle of consumers across the globe, along with adverse effects of these diapers on the environment have led manufacturers to focus on recycling of disposed diapers. Procter & Gamble, a leading manufacturer of baby diapers, is taking efforts for diaper recycling in Amsterdam, by partnering with AEB Amsterdam. This initiative is similar to that being carried out by a P&G subsidiary, Fater, in Italy.
The effort toward recycling disposable diapers is likely to be completely operational by 2018-end, and would cater to production of nearly 10,000 tons of new disposable diapers annually. Local authorities are subsidizing this recycling program of P&G, with an aim of alleviating strain of the diaper industry on the environment. Such recycling efforts by manufacturers will also help them gain consumer attraction coupled with reduction in their environmental footprint. This will further support the demand for disposable baby diapers in the near future.
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