According to a report published in Reuters, Procter & Gamble is manufacturing aloe-infused Bum Bum diapers in China for sale at Target stores in the U.S. This revelation comes as P&G’s major branded diapers Pampers and Luvs lose ground to a growing number of imported diapers.

Target announced the launch of Bum Bum diapers earlier this year as part of an overhaul of its baby care line but did not reveal manufacturing details for the brand.  

More recently, P&G said in a statement that it had introduced bumbum as part of its broader strategy to offer superior products, and that the diaper complements its Pampers and Luvs brands.

P&G’s shift to ship diapers from China shows how imports have been more attractive because of the costs of U.S.-made goods, and that the consumer products maker is searching for a way to grow sales in its top categories like baby care. At Target, P&G’s top-of-the-line Pampers Pure diapers cost about 37 cents per each size 2 diaper, fitting an infant weighing up to 18 pounds, while another Chinese-made luxury brand, Millie Moon, are 28 cents. Bumbum diapers are a penny less than Millie Moon. 

Within China, however, P&G is reporting success within its Pampers brand. In a recent earnings call, executives told analysts taht Pampers is driving growth in the premium and super-premium segments of the market by consistently upgrading and clearly communicating its superior offerings to deliver ultimate comfort, protection and luxury softness on skin. In fiscal 2025, the diaper brand grew organic sales nearly 20% in China and increased value share by more than two points.