P&G Shifts to Chinese-Made Diapers Amid Market Share Decline.

Procter & Gamble (P&G) is selling luxury diapers called "bumbum" in the US despite a dip in market share for its top-selling Pampers and Luvs brands. The diapers are made in China and offered at Target, a US retailer. P&G has introduced bumbum as part of its strategy to offer superior products and complement its existing brands. The move shows how imports have become more attractive due to the costs of US-made goods and P&G's efforts to grow sales in its top categories like baby care.

Procter & Gamble (P&G), the global consumer products giant, has announced the introduction of a luxury diaper brand called "bumbum" in the United States. The diapers, which are manufactured in China, are being sold at Target, a major US retailer. This move comes as P&G's top-selling brands, Pampers and Luvs, face declining market share [1].

The introduction of bumbum is part of P&G's broader strategy to offer superior products and complement its existing brands. The decision to source the diapers from China is driven by the increasing attractiveness of imports due to the higher costs of US-made goods [1]. This shift is a response to P&G's efforts to grow sales in its top categories, including baby care.

At Target, Pampers Pure diapers cost approximately 37 cents per size 2 diaper, while bumbum diapers are priced at 28 cents each, making them slightly cheaper than other luxury brands like Millie Moon [1]. P&G has cited tariffs as a factor in price increases, despite a downturn in sales due to economic concerns [1].

The quality of Chinese-made diapers has significantly improved, with no discernible difference between those made in China and the US. The Chinese government heavily subsidizes diaper production, allowing for lower labor costs and more competitive pricing [1]. However, the potential for further price hikes due to tariffs could lead consumers to seek cheaper alternatives.

Other China-made diapers, such as Parasol and Millie Moon, have gained popularity due to their competitive pricing and high-quality features. These brands have shown significant growth, with triple-digit compounded annual growth rates since 2020 and 2021, respectively [1].

Pricie Hanna, a founding partner of Price Hanna Consultants, suggests that P&G may be testing bumbum in Target to incorporate some of its features into US-made Pampers diapers in the future [1].

References:
[1] https://www.usnews.com/news/top-news/articles/2025-08-25/p-g-selling-china-made-luxury-bumbum-brand-diapers-as-market-share-falters