P&G has launched a silk-infused diaper range in China, Pampers Prestige, as the company leans into luxury to offset slowing demand in its baby-care business.
China is P&G’s second-largest market after the US, but a declining birth rate is weighing on diaper volumes.
Recent reports show the country’s birth rate fell to a record low of 6.39 births per 1000 people in 2024, and the company reported softer baby-care sales in its most recent quarter as consumers traded down or reduced spending in both China and the US.
Rather than relying on price discounts, CEO Shailesh Jejurikar said the company is turning to product innovation to deliver results.
“Silk is abundant in China and has been a status symbol for luxury for years,” he explained.
Jejurikar said the company’s R&D team integrated silk into diapers to help differentiate the product from standard cotton or synthetic alternatives. The material is also known for its hypoallergenic and moisture-wicking properties.
“Reframing our superior premium line has driven Greater China Baby Care’s double-digit organic sales growth over the past eighteen months, and increased share nearly three points,” he added.
“We are already seeing strong results in parts of the business that have made these near-term interventions.”
Pampers Prestige sits at a premium price point, retailing at an estimated 20 to 50 per cent above mass-market alternatives on major e-commerce platforms such as Tmall and JD.
The silk-infused diapers are aimed at affluent, highly educated millennial parents, often referred to locally as ‘kenjaoshi’, who prioritise quality over price.
“Chinese parents want only the best for their baby,” Jejurikar added, describing the move as “the next important phase of constructive disruption” in P&G’s growth strategy.
