Sales Increase of 3XL Diapers and 6XL Pull-Up Pants —The Middle-to-Large Child Market Enters a Consumption Dividend Period

With the generational shift in the maternal and infant population, the maternal and infant market is undergoing further iteration and upgrading.  Overall, the new generation has become the main force in maternal and infant consumption, with increased participation from new generation dads in childcare consumption. At the same time, maternal and infant consumption habits continue to "upgrade", with a clear trend towards high-end in mainstream categories. Raw materials and functional concepts support the premiumization of high-end/ultra-high-end products, and drives the trend of category high-end.

In the face of new population trends, the middle and large child market has entered a period of consumption dividend. Currently, the largest size of diapers has reached 3XL, and pull-up pants have reached 6XL. Data shows that in 2023, the market share of XXXL diapers for children aged 3-6 increased by 2.3%, with sales increasing by 40.5% in China. In the past two years, a series of policies and regulations such as "double reduction" and the three-child policy have been successively implemented in China. Although the birth rate has declined, the purchase rate of diapers continues to rise. Therefore, baby diapers are still in a dividend period.

New-generation parents' new concepts of childcare will further expand the age range for diaper use, and pant-style diapers (e.g. toddler pants, pull-up pants) as the main diapers for older children will experience rapid market growth. In addition, under the new concept of childcare, the comfort of diaper use for infants and children has become an important consideration for parents. To improve the comfort of diaper use for infants and children, parents will further increase the frequency of diaper use. Moreover, as consumers' requirements for baby diapers in terms of functionality, fashion, and fun continue to rise (as shown in the figure below).

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