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Absorbent innovation from Ontex

Enhanced components for growing disposables businesses.

29th August 2023

Innovation in Textiles
 |  Aalst, Belgium


Personal hygiene solutions leader Ontex, headquartered in Aalst, Belgium, is introducing two new innovations to its fast-growing baby pants and adult pants businesses, both of which continue to achieve double-digit sales.

Baby Pants are a popular alternative to open diapers for babies, especially in Europe – according to Nielsen data for the 12-month period ending April 2023, baby pants are the only volume-growing segment in Europe, with a notable growth rate of 13%, which is largely driven by retail brands. Euromonitor further predicts that baby pants will continue to grow over the next five years with the acceptance of pants among parents a key factor.

Baby pants have traditionally been designed to assist parents in the early stages of potty training, making it easier for children to transition from diapers to regular underwear, and their design has evolved to provide a true alternative to traditional open diapers. 

In the latest evolution, Ontex is introducing the Dreamshield back pocket to upgrade leakage protection and enable extended use, including during the night. Dreamshield consists of two layers – a soft-to-the skin outer layer and a robust and secure absorbent containment layer.

The market for adult disposable pants is also growing.

“We know that many people have moderate incontinence and lead active lives, so we make sure our pants are affordable, discreet and easy to wear,” says Annick De Poorter, chief innovation and sustainability officer at Ontex. “We estimate that one in four women over the age of forty and one in nine men over sixty have some form of incontinence, so adult incontinence pants can enable many people to live a normal life.”

The new Ontex X-Core is channelled to provide instant absorption in adult pants and keep humidity away from the skin in a discrete pant that is said to feel closer to regular underwear than ever before. The channel’s unique X-Shape allows for extra distribution at the back of the adult pants and further prevents leakage. Product lab testing has shown a substantial improvement in absorption speed and instant dryness.

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