PG's Baby Care Regains Top Spot in China on Premium Innovation

Procter & Gamble's (PG) Baby Care business in China has regained its top spot, thanks to premium and super-premium innovation tailored to local consumer preferences.

The company has focused on delivering stronger product performance around softness, comfort, dryness, and skin protection, while also improving how those benefits are communicated to consumers.

This effort has helped strengthen the Pampers proposition in a market where consumers have become more selective about value and product efficacy.

In the latest quarter, PG's China Baby Care business delivered double-digit organic sales growth for the sixth consecutive period and gained nearly 5 points of value share over that period.