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Earth-Friendly Diapers Offer Manufacturers Way To Grow Revenue

September 20, 2015: 12:00 AM EST
Makers of diapers can grow their revenue in the U.S. market, which remained flat in constant retail value at $5.9 billion and grew at a rate lower than 1 percent in 2014, by offering environment-friendly and sustainably made products. Growing demand for “green” diapers is highlighted by the growth in revenue performance of The Honest Company, currently valued at $1.7 billion and mainstream manufacturer Kimberly Clark’s launch of Huggies Pure & Natural in 2009. Manufacturers looking at the natural diapers segment, however, should keep in mind that their target customers are likely well informed about sustainability-related issues and that millennial parents put much emphasis on value for money when buying.
Jabel Parayil, "Green Diapers: Balancing Demand and Expectations", Euromonitor International, September 20, 2015, © Euromonitor International
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