How Big Diaper absorbs billions of extra dollars from American parents
3 days ago
- #toilet-training
- #parenting
- #diaper-industry
- US parents now toilet train their kids much later than in the past, benefiting diaper companies like Pampers and Huggies.
- In 1944, a Mayo Clinic program had 80% of parents toilet training their children by their first birthday.
- Today, the average age to start toilet training is ~21 months, with many children not finishing until 36 months or later.
- The rise of the modern diaper industry, starting with Marion Donovan's waterproof diaper cover in the 1940s, has contributed to delayed toilet training.
- Procter & Gamble's Pampers, introduced in 1966, revolutionized the diaper market, making disposables mainstream by the 1970s.
- Pediatrician T. Berry Brazelton advocated for a 'child-oriented' approach to toilet training, starting around age 2, which further delayed training ages.
- By the late 1990s, disposable diaper revenues reached $4.2B, with companies like Pampers and Huggies marketing larger diapers for older toddlers.
- Pampers' size six and seven diapers cater to older children, extending diaper use up to 50-65 pounds.
- The delay in toilet training adds ~$3.1B annually to the diaper industry, as parents continue using disposables for longer periods.
- While most parents accept the status quo, some criticize the industry for promoting prolonged diaper use.