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Good news for diaper-wearers: There's a new market for diapers, and it's one that's growing twice as fast as the diaper market.
According to Nielsen data, Europe's baby pants market grew 13% in the year ending April 2023, with retail brands accounting for most of the growth.
Baby pants are expected to grow another 13% over the next five years, according to analysts at Euromonitor.
"The acceptance of pants among parents is a key factor," they say.
In fact, Ontex, a maker of diapers and other personal hygiene products, is introducing two new products in the baby pants and adult pants markets, both of which are growing at double-digit rates.
In the baby pants market, Ontex is introducing the Dreamshield back pocket, which features two layers of soft-to-the-skin protection and "a robust and secure absorbent containment layer," the company says in a press release.
In the adult pants market, Ontex is introducing the X-Core, which "feels closer to regular underwear than ever before," the company says.
"We estimate that one in four women over the age of 40 and one in nine men over 60 have some form of incontinence, so adult incontinence pants can enable many people
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