The nation's dependence on imported baby diaper has started decreasing after local brands seek to outmuscle foreign players.
The item is becoming popular across the country as mothers are emphasising on hygiene, convenience and prevention from rashes in babies' skin, sector insiders said.
Increase in birth rate, rapid urbanisation and improvement in socio-economic conditions in developing countries have led to the expansion of baby diaper industry.
As a rising number of mothers are working in different government and private offices, diapers have become essential for their babies, they added.
Most of the working women prefer high quality diapers for their babies at affordable prices that have helped open up a new business window for local manufacturers.
According to market players, the market size of baby diapers in the country is around Tk 4.0 billion a year and it grows by more than 40 per cent year-on-year.
The sector insiders said local manufacturers meet 50 per cent domestic demand for baby diapers, and the rest of the demand are fulfilled by multinational brands.
At present, four local companies such as Supermom of Square Toiletries Ltd, a sister concern of local conglomerate Square Group, NeoCare of Incepta Hygiene and Hospicare Ltd, Bashundhara of Bashundhara Group and Chu-Chu of Bangladesh Silicon Corporation are producing baby diapers.
"Use of baby diapers is increasing day by day. A large number of mothers now prefer nappies for their newborn babies," Rashedul Imam, Senior Brand Manager of Incepta Hygiene and Hospicare Ltd, told the FE.
Most of the working mothers are now turning to baby diapers as a large number of women are doing jobs, he said, adding that as local manufacturing companies cannot meet the total demand for baby diapers, the country imports the product from abroad.
Mr Imam said local importers are importing low quality diapers by under-invoicing to evade duty and VAT and selling them at cheaper rates.
The government could take a set of initiatives to prevent mis-declaration on the value of imported baby diapers to help the local industry flourish, Mr Imam added.
Dr. Jesmin Zaman, Senior Marketing Manager of Square Toiletries Ltd, said strong leadership in baby grooming products under Meril Baby brand against global leaders inspired them to offer better quality baby diapers at affordable prices.
"The objective is to ensure hygiene, health & convenience of Bangladeshi mothers and babies." She expressed the hope that Bangladesh will be one of top diaper consuming countries within next 5-6 years.
Dr. Zaman said local companies are now equipped to meet country's demand for baby diapers. And the government should take protective measures for Bangladeshi brands in this category by creating tariff & non-tariff barriers to finished goods.
"Babies are most sensitive; setting a standard will surely force the companies to manufacture or import quality baby diapers and help parents to rely on available brands with trust," she added.
Baby diapers are used by the children under 4 years who are not yet fully potty trained or who experience bedwetting.
The diapers are also used by adults with incontinence or in certain circumstances where access to a toilet is unavailable. But this category is still niche and dominated by imported brands.
These can include those of advanced age, individuals with certain types of physical or mental disability, and people working in extreme conditions, such as astronauts.
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