With birth rates down around the world, Procter & Gamble is leaning into premium diapers to bolster sales figures. Specifically, the conglomerate is planning to sell diapers made with silk fibers in China, the company’s second-largest market, in hopes of attracting new parents.
The news came out of Procter & Gamble’s earnings conference call on Thursday, during which president and CEO Shailesh Jejurikar discussed the logic behind leaning into the premium diaper category with “Pampers Prestige.”
“The China team created a product,” he said, “that leveraged Chinese history with silk. The shiny, soft-yet-strong, luxurious material has been a status symbol for more than 2,000 years,” he said.
“Pampers Prestige is the only leading diaper brand that has real silky ingredients in the product. Delivering the ultimate experience of skin comfort and protection. The shiny soft feel package conveys superiority at first touch.”
The data does support the decision, too. Jejurikar noted that P&G’s latest earnings report showed that in Greater China, the company’s baby care business line has seen robust organic sales growth and increased its market share by almost 3%. Meanwhile, in North America, organic sales were down 2%.
But again, with fewer babies in China and elsewhere, the company needs to find ways to keep sales figures up—so, it’s going with higher-priced, premium products, rather than aiming for volume. Overall, the global diaper market is huge, valued at around more than $72 billion as of 2025, according to data from Precedence Research. That number is expected to grow to nearly $118 billion by 2035.
Also important: Research indicates that Gen Z and millennial parents have expressed a willingness to pay more for premium, sustainable products, such as diapers. That includes diapers that use plant-based materials and fibers, which could include silk or bamboo.
P&G’s pre-market earnings announcement was met positively by investors, and as of 12 p.m. ET, shares were trading up more than 2%.