Why Do Baby Diaper Brands Still Struggle to Achieve Sustainable Growth Despite Having Sales Channels and Market Volume?
As the global baby care market continues to develop, more and more brands are entering the baby diaper category. For brand owners, building sales channels and entering supermarkets, e-commerce platforms, or chain retail terminals is often only the first step in market expansion. What truly determines whether a brand can achieve sustainable growth is not simply the first purchase, but whether consumers are willing to buy again.
Recently, a European customer shared its situation with Jiayue. The brand already had relatively mature sales channels and strong market coverage. However, the baby diapers supplied by its previous partner failed to achieve a stable repeat purchase rate after entering the retail market. After further analysis of consumer feedback, several usage-related issues became clear, especially diaper leakage and diaper rash. These problems not only affected the brand’s reputation but also forced the customer’s team to spend a significant amount of time handling after-sales complaints instead of focusing on market expansion and brand growth.
Among baby diaper product complaints, leakage is one of the most common issues. Many people tend to directly attribute leakage to insufficient absorption capacity. However, in reality, leakage is often the result of multiple factors, including product structure design, material selection, and actual usage habits. The absorption system of a diaper directly affects its anti-leakage performance, including core absorption capacity, absorption speed, and the design of the acquisition distribution layer. If urine cannot quickly enter the absorbent core and instead accumulates in a localized area, it may lead to rewetting, side leakage, or other leakage problems. At the same time, incorrect size selection, improper wearing, or delayed changing may also increase the risk of leakage.
Diaper rash has long been one of the key factors affecting repeat purchases in the baby diaper market. For brand owners, consumers care not only about whether a diaper can absorb liquid, but also about how comfortable and safe it feels for the baby during use. The causes of diaper rash are relatively complex. First, it depends on the diaper’s absorption and liquid-locking performance. If urine is absorbed slowly or rewetting occurs, the surface moisture level may increase and affect skin comfort. Second, the absorption performance of SAP, the breathability of the backsheet, and the overall structural design of the diaper all influence the internal wearing environment. In addition, no diaper can absorb endlessly. Once the product exceeds its absorption capacity, prolonged use without timely changing may increase the risk of skin irritation. Timely cleaning after bowel movements and proper daily care also play an important role in maintaining the baby’s skin condition. Therefore, solving diaper rash requires brands to optimize the product from multiple dimensions, including product development, material selection, and real usage scenarios.
Jiayue believes that a supplier worth long-term cooperation should not only meet the customer’s current purchasing needs but also provide continuous support for the brand’s future development. Product competitiveness comes from the accumulation of every detail — from the selection of high-quality raw materials, to the scientific design of the absorption system, to strict production management and quality control. Each of these factors directly determines the final user experience. Only by continuously optimizing product performance and improving quality stability can brands create safer, more comfortable, and more reliable baby diaper products, helping customers strengthen their market competitiveness and achieve long-term brand growth.
