The quest to improve market share in the diaper category has led companies to provide value-added features.
introduction of baking soda the previous year.
Drypers also has exclusive use of the Sesame Street logo on its diapers, bags and wipes, another value-added feature.
Proctor & Gamble, Cincinnati, added a "Gentle Touch Liner" to its superpremium Pampers brand during the summer of this year. The diaper, which contains petrolatum as its major ingredient, has been shown to alleviate redness in clinical studies, according to Scott Stewart, public affairs manager for P&G.
According to most retailers SN polled, the value-added products are picking up sales, although one retailer said that customers prefer diapers without the extra features. Officials from Kimberly-Clark, Dallas, makers of Huggies were unavailable for comment.
