Procter & Gamble is introducing a new luxury diaper brand, 'bumbum,' made in China and infused with aloe, available at retailer Target. This strategic move, reported on August 25, 2025, comes as P&G's top-selling Pampers and Luvs brands are losing market share to a growing number of imported rivals.
The introduction of 'bumbum' diapers is a direct response to increased competition from imported brands that offer similar premium features. P&G aims to capture a segment of the market that is increasingly drawn to luxury and specialized baby care products.
This initiative reflects P&G's efforts to adapt its product portfolio and market strategy to evolving consumer preferences and competitive dynamics, particularly in the crucial Chinese market. By offering a differentiated, high-end product, P&G seeks to regain lost ground and drive growth in its baby care division.
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