China's baby diaper brands gain budget-conscious fans at home

Foreign products lose luster as patriotic post-1990 generation becomes parents

20230822N China diapers

Beaba diapers line the shelves at a Shanghai supermarket. (Photo by Tomoko Wakasugi)

TOMOKO WAKASUGI, Nikkei staff writer

SHANGHAI -- China's market for baby diapers is undergoing a major shift as young parents leave behind Japanese and other foreign premium brands they previously favored and embrace high-performing yet affordable products from domestic companies.

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