10 Diaper Sizes... Yuhan-Kimberly Strengthens Competitiveness by Segmenting 'Huggies'

Released last month: size 8-step (Super Jumbo)
Three types of summer diapers to launch in April

Yuhan-Kimberly's baby diaper brand, Huggies, is enhancing its competitiveness through product segmentation. It has also developed manufacturing capabilities to produce a wide variety of segmented products, implementing a differentiation strategy that makes it difficult for imported products or new brands to easily imitate.

According to Yuhan-Kimberly on the 12th, Huggies launched an 8th size (Super Jumbo) diaper last month. This is the first new size in four years since the 7th size (Special Jumbo) was introduced in July 2020. From ultra-small diapers for premature babies (small and medium) up to size 8, Huggies offers a total of 10 sizes. Considering that within Huggies there are lineups such as Naturemade, Magic Comfort, Max Dry, Naturemade Bamboo, and Bosongbosong, the choices become even more diverse.

The size 8 diaper is designed for rapidly growing babies and older infants, with the product length increased by 10 mm and the waist and thigh circumference widened by 30 mm compared to size 7. The main target is babies weighing 22 to 29 kg. Absorbency has also increased by 10%. Size 8 has been applied first to Naturemade and Max Dry lines.

The size 8 diaper was developed based on consumer research. In April, a survey was conducted among 742 customers using size 6 (Jumbo) and size 7 diapers on Yuhan-Kimberly’s own mall, MomQ. More than half responded that they intended to use size 8 diapers. It was especially confirmed that the tendency was higher among size 7 consumers.

In April, Yuhan-Kimberly also released three summer diaper products: Naturemade Summer Diaper, Naturemade Pure Cotton Summer, and Magic Comfort Summer. The Naturemade Summer Diaper applies a dual absorbent ThinTech core, improving absorption speed and backflow by more than 30% and 50%, respectively, compared to existing products. The thickness was also reduced by 30%. Experimental results showed that the Nature Summer Cooling Inner Cover, containing naturally derived lyocell and aloe lotion, lowers the diaper’s internal temperature by up to 2 degrees Celsius. The Naturemade Pure Cotton Summer was developed with the insight that some prefer pure cotton clothing or underwear in summer. It is designed to be about 25% thinner than previous products while combining breathability and absorbency.

Since first introducing Huggies in Korea in 1983, Yuhan-Kimberly has been researching diapers that fit Korean babies well for over 40 years, building big data. Through this, it operates the ‘Huggies Artificial Intelligence (AI) Fitting Room Service.’ By entering the baby’s height and weight and uploading a photo of the baby wearing a diaper on the MomQ application, the AI automatically recommends the appropriate size.

A Yuhan-Kimberly official said, “Just as there are gasoline, hybrid, and electric cars with various models and options, Huggies has discovered customers’ needs and realized them in diapers.”