2019 USA Benchmark Disposable Baby Diapers



Gain insight into the diaper design choices and performance of the diaper core of the most popular brands sold in the United States and Canada. The report compares key diaper performance parameters and explores the construction of the chassis and selection of raw materials per brand via GSM of components gained through reverse engineering. It will include information pertaining to a product’s performance in a laboratory environment including rewet, retentive capacity, speed of acquisition, peel force and waist range.

All diapers were tested in size 4, the diaper size with highest market share in the U.S. market. Samples were purchased and tested between September and November 2019.

15 Brands included in this report:

  • P&G: Luvs, Pampers Swaddlers and Pampers Pure
  • Kimberly Clark: Huggies Snug & Dry, Huggies Little Snugglers and Huggies Special Delivery
  • Walmart Private Labels: Parent’s Choice and Hello Bello
  • Target Private Labels: Up&Up and Cloud Island
  • Amazon Private Labels: Mama Bear and Earth+Eden
  • Costco Private Label: Kirkland Supreme
  • Kroger Private Label: Kroger Comforts
  • Honest Company Private Label: Honest

This report is restricted for internal company use and cannot be used for marketing purposes or in promotional media.

The purchase of the report allows for a single use license. The report will be available for download in PDF format, for a maximum of three downloads for one user. This report or the data herein may not be shared or reproduced without the explicit permission of Diaper Testing International or 4 Crates, LLC.


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