Ontex to launch baby pants with Dreamshield 360° tech across Europe

Dreamshield 360° pants have demonstrated superior performance in multiple consumer panels versus competitor products. Consumers have expressed their preference for Dreamshield 360°, particularly related to absorption capacity, absence of leaks, dryness and fit. In a recent French study, 65 per cent of consumers considered absorption capacity in baby products to be extremely important, while 55 per cent emphasised the need to keep skin dry, and 62 per cent rated comfort as a crucial factor. Dreamshield 360° excelled in panels against competitors in all these areas, making it a trusted choice among both parents and retailers, the company said in a press release.

The new range of baby pants features triple leakage barriers and continues to use Ontex’s patented SeconDRY technology, ensuring all-around anti-leak fit and ultimate dryness.

Ontex saw strong growth in its baby pants sales last year and this trend continues in 2024. The rollout of the baby pant technology has started in Europe with room for expansion to other regions. The production follows the demand of retailers across Europe, who saw the results of Dreamshield 360° in the German consumer panel and saw how their consumers shift to baby pants over traditional diapers, both in Europe and North America.

“Consumers no longer see baby pants as a training tool, but a quality product that makes their everyday lives easier, day and night. The Dreamshield 360° innovation puts our retail partners in a position to supply the next generation baby pants consumers want: baby pants that offer superior protection and comfort including at night and are a great option for active babies,” Laurent Nielly, Ontex Europe president, said.

Fibre2Fashion News Desk (RR)