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
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.
Demand for diapers has declined in the U.S. and is set to fall further as Americans have fewer babies, a dilemma for Procter & Gamble Co., maker of Pampers and Luvs, and Huggies maker Kimberly-Clark Corp. The number of babies born in the U.S. last year fell to a 32-year low, dropping 2% from 2017 to 3.79 million births.
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