11:30 am - 12:30 pm
The Changing Demographics of AHP Users
Diapers for Millennials
Since 2016, nearly 90% of U.S. births have been to parents of the Millennial generation, making them a critical consumer segment focal point for baby diaper brands. Compared with all previous generations of U.S. parents, Millennials have fewer babies, spend more time with their babies and derive more of a sense of identity from their status as parents. They are more educated, parent differently and shop differently.
This presentation identifies the unique priorities of Millennial parents as they evaluate baby diaper brands and their products. Social media, internet start-up brands, omni-channel shopping options and other factors are driving change in how diapers must be manufactured, marketed and sold to Millennial parents. Their values, especially their heightened concern regarding the social and environmental impacts and safety of disposable baby diapers, have prompted a proliferation of small new brands developed by Millennials for Millennials. Leading brands have taken notice and adapted their own product development and marketing strategies to better appeal to Millennial parents. The presentation will include a review of recent examples of both new and well-established baby diaper brands to market their products to Millennial parents.