A profile of consumer preferences for baby diapers

The baby diapering practices and opinions summarized here are the results of responses to a questionnaire mailed to 3,000 U.S. households with children aged 3 years and younger. A total of 1,242 usable questionnaires were returned in May and June of 1990, resulting in a response rate (after eliminating undeliverable questionnaires and ineligible respondents) of 54 percent. This market research provides insight into diapering practices, attribute/benefit considerations, and various factors that influence parents’ diapering choices. Nationwide, 80.8 percent of parents diapered their youngest child solely with disposable diapers; 4.4 percent used cloth only; and the remaining 14.8 percent diapered with a combination of cloth and disposable diapers. Of the 19.2 percent of cloth diaper users, 13 percent reported using a diaper service; however, the availability of a diaper service appears to significantly increase subscription rates. Both cloth and disposable diaper consumers appear to want an environmentally friendly diapering alternative with the performance and convenience of disposables. This study shows that such a product is not currently perceived to be available to parents and compromises must be reached. Rash prevention, dryness for baby, comfort, moisture absorption, and leakage control were the five most important attributes for parents nationwide. Convenience, coupon availability, dryness for baby, leakage control, moisture absorption, and environmental impact were the attributes perceived by responding parents to differ the most between cloth and disposable diapers. Hospital practices appear to influence parents’ initial diaper purchase which, in turn, seems to influence parents’ decisions regarding their diaper choice.

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