Baby Diapers: A Changing Market

2025-01-14 21:59

The North American baby diaper market is undergoing a transformation as two of the largest suppliers of private label and contract manufactured diapers have announced significant investments in their manufacturing capabilities. These moves come in response to the increasing demand for high-quality, premium-style diapers among retailer and independent brands in North America.

In July, Drylock Technologies began producing disposable baby diapers and training pants in the U.S. at a new facility in Reidsville, NC, not far from its competitor Ontex’s new North American plant in Stokesdale, NC. Drylock’s investment is part of its strategy to follow its customers. Seven years ago, the Belgium-based hygiene specialist began U.S. production of adult incontinence products in Eau Claire, WI, with a multi-million dollar investment at a facility acquired from Presto Products.

Drylock credits its significant success with many retail partners in Europe to its commitment to innovation and sustainability. “We wanted to leverage our patented baby diaper technology and our deep passion for providing high quality, innovative baby diapers and training pants as close to the consumer as possible,” says Matt Koloseike, VP of sales and marketing, Drylock. “With the growth seen within the U.S. in recent years and the constant demand for new innovations, it only made sense to establish a new manufacturing site regionally.”

Drylock Technologies is heavily focused on the retailer brands segment of the hygiene market where it has partnerships in both the baby and adult care markets. Retailer brands continue to see continued growth, driven by enhanced product quality and range extensions, optimized positioning and high innovation levels, while also bringing more sustainable solutions, all designed to compete directly with national brands.

“The establishment of Drylock’s newest baby care plant in Reidsville, NC, will enable us to bring faster innovation and value to a demanding and growing consumer base,” Koloseike adds. “This new facility will enable Drylock to deliver innovative solutions even more swiftly and efficiently and provide its North American customers with unparalleled speed to market. The North American market will be a large factor in Drylock’s continued investment in innovation and sustainability over the next years.”