Last month, disposable baby diaper leader Procter & Gamble introduced Pampers Amore, billed as its most premium and absorbent diaper ever and the brand’s first major diaper launch since 2018. With premium features like advanced leak protection, high absorbency and dermatologist-recognized skin credentials, the diaper builds on the innovations found in Pampers Pure but offers a soft-as-cashmere feel and a five-layer protection system. P&G execs are calling Amore a diaper “that delivers protection without compromise.”

This launch comes at an interesting time in the baby diaper market as smaller independent brands are gaining market share by offering premium features at reasonable price points, forcing well-known manufacturers to follow suit. At the same time, decreasing birth rates in many parts of the world have created a shrinking market with fewer customers. The silver lining in this situation is the fact that many parents are willing to pay more than ever for baby diapers if they think those products  will ensure their baby remains dry, safe, comfy and healthy.

P&G seems to understand this assignment. In addition to driving innovation through its flagship Pampers brand, the U.S.-based company is also experimenting with new brands like its bumbum diapers, which are made in China and sold in the U.S. at Target stores as part of a broader strategy to offer superior products. Additionally, within China, P&G is offering Pampers Prestige diapers containing silk. 

While P&G has not commented on where the Amore diapers are made, the launch is clearly setting P&G up to defend itself against soft sales in North America, where it has been focusing on innovation, not price, to woo customers, capture marketshare and drive growth.

No matter how successful these efforts are, P&G is sure to face stiff competition in diapers. Amore is entering a retail climate where independent brands—featuring new ingredient stories and ultra-premium features—are making strong moves, particularly in the North America. Parasol recently announced an exclusive partnership with Target—the brand is designed for modern parents who prioritize ingredient transparency and performance—and Mille Moon is expanding its Canadian reach with distribution in Walmart stores throughout Canada. Like Parasol, Mille Moon offers premium features such as double leak guards and an ultra-absorbent core combined with extreme softness. 

The battle wages on. We’ll see if this is a bet P&G will win.

Karen McIntyre | Editor
kmcintyre@rodmanmedia.com

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