Did you know that by the time the average American child is potty trained, parents will have shelled out upwards of $2,000 on diapers? That's more than $27 billion spent on disposables nationwide each year.
Diaper companies spend millions of dollars every year to design the thinnest and most absorbent product, trying to gain loyal customers along the way. This is the subject for ABC's NightLine tonight. http://abcnews.go.com/Nightlin.....355&page=1
Diaper wars between Pampers (Proctor & Gamble) and Huggies (Kimberly Clark) have been raging since the early 1960's. That's almost 50 years!
Things intensified recently with Huggies' launch of a limited edition diaper that looks like blue jeans. http://www.buxr.com/topic/baby.....pers_2847/
After their commercial was aired, Huggies said their sales skyrocketed upwards by 15 percent, almost overnight. Pampers quickly fought back, releasing special Cynthia Rowley designer diapers at Target in 11 colorful styles for boys and girls. http://www.luxist.com/2010/06/.....r-diapers/
The collection will be available in pastel designs including madras, stripes and printed ruffles.
What every diaper company believes is that if they can get mom excited about about a new product, she'll switch brands. But that's no easy task because diapers buyers are extremely brand loyal, starting from day one. Studies show that if a mother is given a particular brand in the hospital, she is likely to use that brand for as long as her baby is in diapers. So, both companies regularly sell their diapers to hospitals at a discount, hoping to hook customers early. Pampers claims it has contracts with about 95 percent of hospitals.