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Japan, U.S. diaper makers vie for growing Indonesian market

Unicharm, Kimberly-Clark Softex carve out niches as China slows

Young families in Indonesia are opting for premium-priced diaper products. (Photo obtained by Nikkei)

TOKYO/JAKARTA -- An appetite for premium-priced baby diapers is growing among young families in Indonesia, with manufacturers from Japan and the U.S. stepping up their offerings of eco-friendly, natural products.

"I've tried other brands, but this one is really absorbent and adhesive," said a 29-year-old mother of a toddler in a Jakarta suburb of Tangerang, referring to Merries diapers from Japan's Kao. The product costs 4,971 rupiah (33 cents) per diaper, twice as expensive as those from local manufacturers.

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