The U.S. diaper market is experiencing increased competition with the entry of Chinese brands, which are creating pricing pressure for established players like Kimberly-Clark. These upstart brands are noted for their 'premium look and feel to the packaging,' according to Barclays Managing Director Lauren Lieberman.
These new brands are actively gaining market share in major retailers such as Walmart and Target. This trend is evident in scanner data, where a category labeled 'all other' has emerged as a significant share winner, primarily comprising these new entrants.
The growing presence of these competitors poses a challenge to Kimberly-Clark's market position and could influence its pricing strategies and sales volumes in the personal care segment.
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