A new diaper line from Huggies maker Kimberly-Clark is made of plant-based material—and costs roughly five times more than the cheapest diaper on the market
By Sharon Terlep July 31, 2019 5:30 am ET Diapers promising to soften babies’ behinds and digitally track their sleep are hitting the market. Billed as parental aids, the new products also are helping the biggest diaper makers lift prices.
“We’ve far from exhausted that lever,” Kimberly-Clark Chief Executive Michael Hsu said in an interview. “There are bigger problems for the consumer that we can still solve.” “Moms and dads dwell appropriately on their babies,” P&G CEO David Taylor said in an interview. “There is evidence that if you provide a meaningful benefit, consumers are generally willing to pay.”
After years of trying to stoke demand by cutting prices, P&G and most of its rivals switched course about a year ago and have been pushing up prices across a range of consumer products. The moves have paid off as shoppers have been willing to absorb the increases, some of which were prompted by higher costs and some of which have padded profits.
Other consumer-products categories have bigger differences between the discount and high-end offerings. The least expensive toothpaste, for instance, goes for 18 cents an ounce, while pricier options can be more than $1 an ounce, said Mr. Hsu, referring to the overall U.S. industry. The high-tech P&G diapers are part of a new baby-monitoring system called Lumi that includes a separate webcam. The system includes a sensor that detects moisture and is attached each time a diaper is changed. P&G hasn’t disclosed pricing for the product, expected to go on sale later this year.
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