P&G Launches Silk-Infused Premium Diapers in China to Boost Baby Care Growth
Share Post
Procter & Gamble (P&G) has launched an innovative range of silk-infused premium diapers in China, reinforcing its focus on product innovation to drive growth in its baby care segment.
The new line, marketed under the Pampers Prestige brand, targets affluent and quality-focused millennial parents by offering a luxury alternative to conventional diapers. Silk, long regarded as a symbol of premium quality in China and known for its hypoallergenic and moisture-wicking properties, has been integrated into the diaper’s material to enhance comfort and performance.
China remains one of P&G’s largest markets globally, second only to the United States, but the company has faced slower baby-care sales and declining birth rates, with recent demographic data showing a record-low birth rate in 2024. Rather than competing on price, P&G’s strategy emphasises premium product differentiation and value innovation to sustain customer interest and secure market share.
According to P&G leadership, this premium positioning has contributed to double-digit organic sales growth in the Greater China baby care category over the past 18 months, while boosting category share and consumer engagement. Retail pricing on major e-commerce channels such as Tmall and JD.com sits 20–50% above traditional products, reflecting its luxury market positioning.
The silk-infused Pampers range also aligns with evolving consumer preferences in China’s hygiene and personal care markets, where health, comfort and premium materials are increasingly prioritised by young and educated parents.
P&G’s move shows a broader industry trend toward product differentiation in non-woven hygiene products, as manufacturers across Asia Pacific innovate to stand out in a crowded market that continues to grow with rising urbanisation and consumer spending on baby care and hygiene solutions.
Analysts say the success of this premium diaper strategy could influence other categories within P&G’s portfolio, especially in regions where consumer demand for high-quality personal care products is expanding despite demographic constraints.
02:42 PM, Jan 30
.webp)
.webp)
Industry Update
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
Kolkata Set to Become Textile Sourcing Hub as YARNEX and TEXINDIA Return in January 2026...view more
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
1.webp)
India Textile Industry 2025 Review: How US Tariffs Hit Exports, and the Road to Recovery...view more
1.webp)
1.webp)
1.webp)
1.webp)
Ludhiana MP Rajinder Gupta Presses Textile Sector Concerns in Meeting with FM Sitharaman...view more
1.webp)
India's Mandatory Garment Labelling Rule: Care, Origin, and Fabric Details Now Essential...view more
1.webp)
1.webp)
1.webp)
1.webp)
Europe’s Textile Sector Alarms as Ultra-Fast Fashion Firms Partner With Postal Operators...view more
1.webp)
1.webp)
.webp)
1.webp)
1.webp)
1.webp)
.webp)
1.webp)
1.webp)
1.webp)
Carrington Textiles Introduces Defence Stock Range for Faster Access to Military Fabrics...view more
1.webp)
.webp)
1.webp)
1.webp)
1.webp)
1.jpg)
_large1.jpeg)
.png)
.jpg)
.jpg)
1.jpeg)
