Retailers are improving the quality and promotional activity for private-label diapers as a way to absorb more margins and prevent further category sales leakage.
Wegmans Food Markets' new Baby Time diapers, for example, feature a Baby Snoopy design and a patented Flex-Fit Tab System touted as being wider and more flexible to provide "supreme" absorbency.
H.E. Butt Grocery Co. promoted its H-E-B Baby brand of diapers in a major baby contest last summer. Consumers who submitted