The Category Can Drive “very Meaningful Growth” In An Industry Where It Has Been Elusive, As Consumers Have Shifted To Private And Upstart Brands, He Said.

P&G Bets Natural Pampers Can Help Build Trust With Millennials Largest diaper brand’s new line is free of fragrance, lotion Nationwide product rollout is planned for next month After Sara Giovanni’s twin girls were born prematurely in 2014 she began shifting toward more natural products — with one exception. She was disappointed by the absorbency in the green diapers she tried, so Giovanni pursued an option not available to most shoppers: She designed her own. For almost 15 years, she’s been a scientist for the Pampers brand at Now, P&G is preparing to roll out Pampers Pure Protection diapers and Aqua Pure wipes, a major venture into the natural category under the auspices of its largest brand. P&G has been slower than some rivals to move into the so-called natural space, prompting criticism from activist investor Nelson Peltz. The billionaire, who successfully campaigned for a board seat last year, attacked the company for missing an important market that’s coveted by younger shoppers. When Unilever bought Seventh Generation in 2016, nine years after Clorox Co.’s purchase of Burt’s Bees, P&G had only one product in the category, its new Tide Purclean detergent. “Health and wellness is beyond a trend; it’s a movement driving huge changes,” said  David Garfield , a managing director at consulting firm AlixPartners. The category can drive “very meaningful growth” in an industry where it has been elusive, as consumers have shifted to private and upstart brands, he said. While companies have long stretched the term “natural,” consumers can distinguish whether changes are meaningful and will embrace products even if the goods aren’t 100 percent organic, said Garfield, who heads his firm’s consumer-products practice The new Pampers diapers are free of fragrance, lotion and chlorine, and only natural fibers make contact with babies’ skin. But they still have features like the absorbent gel and wetness indicator.

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