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Article: Not just diapers: producers look to new areas for growth.(Cover Story)
- Article from:
- Nonwovens Industry
- Article date:
- January 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Rodman Publishing. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The hot topic of conversation in diapers these days is training pants. Kimberly-Clark created the segment in 1989 and has dominated it for years. But, Procter & Gamble's introduction of Easy Ups in September 2002, is shaking up the category. The launch of Easy Ups has brought P&G's training pant marketshare from zero to 20%. This success was mainly achieved through heavy promotion and couponing, which influenced customers to try the products, according to industry observers.
Of course, the battle between K-C and P&G is nothing new to the diaper market. The two have long dominated the market, ever vying for the number one and two positions. For now, it seems like ...