صناعة المعرفة

In the past two years, whether from the overall baby diaper market, or pull-up pants market perspective, consumer demand for large diapers are growing. According to the ACNielsen, the XXXL size is the main source of growth in the rolling year to June 2022, with an annual growth rate of 90% .

Large size diapers, why become market segmentation growth point?

As the so-called "demand determines the market", with the continuous iteration and upgrading of new groups, new scenes and new consumption, the segmentation categories of maternal and child products are revitalized, and the popularity of large-size diapers also seems to have a track to follow.

On the one hand, from the perspective of infant physical development, China's infant obesity rate is rising year by year. According to the monitoring data of the Report on Nutrition and Chronic Diseases of Chinese Residents (2020), the overweight rate and obesity rate of children under 6 years old are 19% and 10.4%, respectively, and the incidence of mild obesity is relatively high in the 6-8 months age group. The Shanghai Medical Journal also showed that among 793 preschool children aged 3-6 years old sampled from four kindergartens in Dapuqiao Subdistrict, Shanghai, the detection rate of obesity increased with the age of the children. Based on this, many diaper suppliers have made corresponding layout in recent years. For example, King launched Angel series XXXL size shorts diaper in 2020, designed for babies with relatively strong physique.

On the other hand, from the perspective of the age structure of the consumers of diapers, the consumption cycle of the product is extending to the stage of young children. At the Maternal and Child Ecology Conference held by the Maternal and Child Industry Watch, Deng Pan, president of Kabu International, mentioned that the cycle of young parents using diapers for their babies is extending. In the past, families would teach their babies to get out of diapers when they are 2 years old, but now they generally let their babies wear diapers until they are about 3 and a half years old.

2. In the future, what are the further development directions of large-size diapers?

There is no doubt that large size diapers have become a market growth point that cannot be ignored. With the decline of China's birth population, the young child market has entered the dividend period, driving many brand manufacturers to develop products to extend the user cycle. Looking at the current diaper market, there are not a few brands that have launched a series of diapers exclusively for children or expanded their product lines to 3XL and 4XL sizes. But for many mid-waist brands, plus-size diapers still struggle to impress consumers as standalone products.

According to Weipin Business Intelligence, in terms of the in-depth cultivation of large-size diapers, the brand can provide more targeted innovative product solutions in the future based on the segmented needs of the large child group, such as toilet training, night special, male and female babies special.