While thinner and softer diapers remain leading trends in the baby diaper market, the last several years have seen a major shift regarding the transparency of ingredients and materials in these products that come in contact with baby’s sensitive skin. Millennial moms and dads are the driving force behind this.   Actress and mother Jessica Alba—who, born in 1981, is considered a millennial—founded the Honest Company in 2011 because she was seeking safe, effective products for her family. Honest is “a wellness brand with values rooted in consciousness, community, transparency and design,” according to the company’s website.   Pricie Hanna, managing partner, Price Hanna Consultants, credits the Honest Company for emphasizing transparency in diapers and other products. “It is part of their name, if you will,” she says.   From the beginning Honest has revealed information about its diapers, and Hanna considers the company still on the leading edge of disclosing the most information. “In addition to disclosing the ingredients, Honest discloses where the materials for some components originate, which is unusual,” she notes.   Diaper giants Procter & Gamble and Kimberly-Clark have become more transparent about ingredients, and newcomers to the diaper market tend to put material information front and center.   One of these new diaper brands is Ontex’s Little Big Change, which launched in September. These “healthy” nappies are available through an online subscription at an affordable price.   The idea behind the formation of Little Big Change was to create a disruptive brand that offers a better alternative versus both the traditional and eco-niche baby brands, not only with regards to the products offered but also in the way of delivery and service, according to Ontex.   When the brand launched last year, Ontex revealed information about all components of the diaper. Ontex executives observe that transparency is a value that is sought after in today’s world that impacts all products and services. According to the company, people—prospects and customers alike—are asking brands to be more transparent on sourcing, production, social impact, etc. So it was only natural for the company to provide as much transparency as they could in  regards to its diapers.   Little Big Change diapers are made without toxic or irritating substances, and are certified Dermatest 5 stars, Oeko-tex 100 and FSC. They are hypoallergenic and provide up to 12 hours of protection. The fluff in the absorbent pad is only made with cellulose originating from trees and is bleached with oxygen and guaranteed T.C.F. (totally chlorine free). Little Big Change describes its SAP (super absorbent powder) as a synthetic component found in all disposable nappies. It is perfectly safe and ensures effective absorption. The inner layer is made of polypropylene, a very soft material and is danger-free. It is this part that will directly touch the...

  More than doubling its distribution channels in the U.S. in just six months, Organic Initiative (Oi), producers of 100% certified organic cotton feminine hygiene products, announced its expansion to more than 11,000 stores from coast to coast.   In March 2019 Oi announced its arrival on the shelves of 3500 Walmart stores, followed quickly by H-E-B in Texas in April, adding CVS Pharmacy, Bed, Bath & Beyond, Weis Markets, Giant Martins and others as of July. This national coverage gives everyday Americans easy access to a healthier choice of tampons and pads, the company says.   Expansion in the organic feminine hygiene market is impressive, with an 8% average monthly growth in natural and organic products sold in stores. Additionally, with Oi, national retailers are providing their customers with a true certified organic cotton feminine hygiene option.   Oi is made from ethically sourced organic cotton certified by the Global Organic Textile Standard (GOTS) and BioGro (New Zealand’s leading organic certification). Oi tampons, pads and panty liners are free from synthetics, chemical sprays, perfumes and dyes. Every component of Oi products – including the packaging – is designed to help reduce the lifetime impact of synthetics, plastics and chemicals on women’s and girl’s bodies, and on the environment.   “We are creating more than 128 thousand tons of feminine hygiene waste in the U.S. alone each year,” says Helen Robinson, CEO of Oi.   “Shockingly, there’s as much plastic in most boxes of sanitary pads as there are in four plastic grocery bags. We simply must start making changes for our health and for the earth. We are delighted that the U.S. market is joining the Oi revolution driving change and demanding certified organic products.”

  Nannocare will be growing its retail distribution at a number of new stores nationwide this coming fall. The innovative brand that pioneered menstrual hygiene pads infused with Nannogenic technology, will now be available at popular college bookstores, supermarkets and drugstores.   Nannocare creates NannoPad, made with 100% OCS certified organic cotton, biodegradable plastic wrapping and natural Nannogenic technology that utilizes Far Infrared Energy, known to help stimulate circulation in the tiny blood vessels up to 1.5 inches under the skin around the pelvic region. By stimulating these blood vessels, NannoPad can help reduce menstrual discomfort and decrease the need for women to use harmful painkillers during their periods.   With Nannocare's expansion into additional retailers, it will make it even more convenient for women to have access to NannoPads, the natural solution for cramping, bloating and discomfort associated with the menstrual cycle. Nannocare is making its way into 150 Barnes & Noble College stores this coming fall, making it easier for students to sit through classes without the irritation caused by their periods. In August, Nannocare will also be available at 50 Raley's supermarkets in California and Nevada, 77 Big Y locations located in Massachusetts and Connecticut, 120 Coborn stores in Minnesota and over 4,000 drugstore locations such as Pharmabox and CVS Pharmacy locations.   "We could not be more thrilled to provide women with more convenient ways to access NannoPads than ever," says Paul Van Kleef, CEO and founder of Nannocare. "By expanding our distribution to everyday retailers, we are finally able to bring a new kind of innovation in the feminine hygiene space to women's everyday lives."

  Research from Poise brand revealed that 100% of women who are physically active with light bladder leakage (LBL) compromise their workouts due to LBL. From running or walking the dog to riding bikes or gardening, Poise brand is introducing a new way to give women the confidence to take on their day and activities they love, uninterrupted. New Poise Ultra Thin Active Collection pads and liners with wings are designed to stay in place, adapt to women's bodies and follow their lead – not the other way around.   The latest edition to Poise brand's already robust selection of incontinence pads and liners aligns with their mission to help the millions of women affected by Stress Urinary Incontinence (SUI) find the best solution for their lifestyle, keep doing the things they love and stay amazing without worrying about bladder leaks.   In a 2018 survey, 63% of women admitted to using products that aren't designed to address urinary incontinence, like sanitary napkins or period pads. "It's imperative that women are informed about the product solutions available to them. Period pads were not designed to absorb urine and fall short in providing women with quality protection," says Poise partner and women's health expert Dr. Jessica Shepherd, OBGYN.   Each woman's body is unique and has a different definition of comfort, and Poise brand is committed to offering a variety of solutions to accommodate each woman's LBL needs. Made for women on-the-go, Poise Ultra Thin Active Collection incorporates FlexLoc core technology for comfortable protection, which allows the pads and liners to instantly absorb while locking in wetness and odor. Other products include pads, Ultra Thin pads, liners and microliners in multiple sizes and absorbency levels. Poise also offers a pad-free solution called Impressa, an insertable device that works to help stop leaks for up to 12 hours.   "When we say 'ACTIVE,' we're not strictly referring to women who go to the gym. Active can mean a variety of things – from walking the aisle of your favorite store, running errands, playing with the kids or grandchildren and more. No matter how you define active in your daily life, Poise Ultra Thin Active Collection pads and liners with wings will be there to provide comfortable and reliable LBL protection," says Kristin DeRock, brand manager at Kimberly-Clark Corporation.   Available online and at retailers nationwide, Poise Ultra Thin Active Collection pads and liners are sold in three absorbencies: Light, Moderate & Maximum.

  Southeast Asia is one of the world’s fastest growing regions, with thriving consumer demand for daily necessities growing thanks to improving living standards. In value terms, the Southeast Asia market is expected to grow at twice the rate of the global market to 2023. This will mostly be driven by macroeconomic factors such as income growth, urbanization, and increasing literacy levels. With rapid economic development and rising education levels, consumers in developing Southeast Asian countries have greater purchasing power and health awareness to incorporate modern disposable hygiene products into their daily lives.   The fact that consumers in Southeast Asia are demanding daily necessities has not escaped the notice of some of the world’s largest makers of consumer products who are looking to capitalize on rising incomes, growing urban centers and more educated consumers. Within the global hygiene market, companies are looking at the countries that make up Southeast Asia as well as India as the next big growth opportunities for their products.   Even though Unicharm is already the biggest maker and marketer of baby diapers, feminine hygiene items and adult incontinence products in Asia, the Japanese company never misses an opportunity to expand. Late last year, the company announced it would buy DSG International, a Thai-based maker of diapers and hygiene products, in a move designed to bolster the Japanese company’s lineup of low and mid-priced diapers in Southeast Asia while giving it manufacturing assets in new areas like Thailand, Malaysia, Indonesia and Singapore. The company leads the adult diaper maker in Thailand and is the second largest (behind Unicharm) maker of baby diapers there.   Another company gaining new ground in Asia is Kao Corporation, which is hoping to follow up its Chinese success by launching its Merries diaper brand in India, which is a large and fast growing market for diapers. Procter & Gamble and Unicharm have been battling to lead the Indian diaper market in recent years, but if history repeats itself, Kao could soon be a major contender. The Japanese company was the first foreign diaper maker to understand the Chinese consumers’ taste for premium diapers, launching a high-end diaper there while most of the competition entered the market with a value product.   As markets for disposable products throughout Asia continue to rise, we will surely see more investment in the region—from both local players and multinational companies—and these will surely be seen throughout the entire value chain for nonwovens.

  The adult incontinence market continues to offer huge potential for product manufacturers. The rapidly aging population across the globe, coupled with rising rates of health conditions that can come with increased risks of urinary incontinence, are fueling growth in this market.   “Age is not the only contributing factor; obesity, PTSD, prostate surgeries, child birth and other factors increase the incidences of incontinence and usually require a different approach and a variety of product formats to manage the conditions,” says Svetlana Uduslivaia, head of Home & Tech Americas at Euromonitor International.   This wide range of incontinence sufferers has opened up opportunities for manufacturers to innovate in this space, and they are continuing to improve absorbency levels, odor control, skin friendliness and breathability in new products. These new developments in pads, disposable underwear, adult diapers and other products have allowed manufacturers to grow and reach new customers. Factors such as increasing awareness and understanding of various incontinence conditions, normalization and better access to products are contributing to this growth.   “Overall trends are somewhat similar to what has been happening in the past few years – product innovation with focus on discretion, comfort, and aesthetics; innovation and marketing aimed at a wider audience, as opposed to only focusing on elderly; younger women and men are in focus too,” Uduslivaia explains.