Disposable Diapers

Developed Nations

In developed nations, the disposable diaper market has reached a point of saturation, so major disposable diaper manufacturers must increase profits by innovating brands with new technology and styles. For example, the company Kimberly-Clark updated its Huggies brand diaper to make them look like blue jeans; the brand's slogan is “it's the coolest you'll look pooping your pants.” However, with the rise of the Internet and social media technology, especially blogs and Facebook, innovations are sometimes met with resistance from consumers empowered by social media networking features. In 2010, Procter & Gamble faced a social media storm of criticism in the United States from “mommy bloggers” when the company's new Pampers Dry Max diapers were reportedly giving babies chemical burns. A swift response by Procter & Gamble to consumer concerns was required to defend the purported safety of the product.

Developing Nations

Developing nations have thus far been more indifferent than resistant to disposable diapers. But with global birthrates and consumer purchasing power expected to increase markedly in the 21st century, markets for disposable diapers in developing nations are beginning to burgeon. China and India in particular are major targets of large diaper manufacturers. As of 2010, it was estimated that only about 6 percent of China's population used disposable diapers. To increase usage in that country, Procter & Gamble began its “Golden Sleep” campaign in 2007, which promised Chinese consumers that their babies would sleep better while wearing Pampers.

As a result, Pampers is now the top-selling diaper brand in China, and the company expects to add one billion new customers over the next five years. In India, disposable diaper usage is estimated to be only around 2 percent. Following the success of its Chinese campaign, Procter & Gamble has already begun implementing it in India. With birthrates in India projected to be double those of China in the early 21st century, India may soon become the world's largest disposable diaper market.

Environmental Effects

This huge increase in disposable diaper consumption has some worried about the effect it will have on the natural environment. Data from the U.S. Environmental Protection Agency (EPA) reveal that 3.7 million tons of disposable diapers were introduced to the U.S. municipal waste stream in 2007, or about 2.2 percent of total discards. Constructed of plastic, wood pulp, polyester, and special superabsorbent synthetic polymers, estimates suggest that the average disposable diaper will biodegrade in about 500 years.

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