Diaper Makers Trade Punches in Turf War

Big brands are trying to keep moms loyal, despite big prices
By Katherine Thompson,  Newser Staff
Posted Apr 13, 2009 10:35 AM CDT
Big diaper companies such as Pampers and Huggies are working to corner the new-mom market.   (Business Wire)
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(Newser) – Big diaper companies don’t want to lower prices after recent hikes, so instead they’re fighting to convince new moms that their products are the superior option for bundling that joy. From offering aloe-soaked, organic Huggies to having celebrities tout Pampers to bribing “mommy bloggers,” the recession has makers going the extra mile, the Wall Street Journal reports.

Kimberly-Clark and Procter & Gamble products can be about twice as expensive as non-name brands, so the struggle for market dominance is a tough one. Both companies have seen sales decline despite upward trends in the number of babies. The key seems to be convincing uncertain new mothers that only one product is good enough for their babies’ bottoms.