P&G opts for ‘bumbum’ amid market share dip

Household basics: Millie Moon and Kimberly-Clark’s Huggies diapers on display for sale at a Target in New York. Target said earlier this year it would offer bumbum as part of an overhaul of its baby products, but did not identify the brand’s manufacturer. — Reuters

SHANGHAI: Procter & Gamble is selling luxury aloe-infused bumbum brand diapers made in China at American retailer Target as its top-selling Pampers and Luvs brands lose ground to a growing number of imported rivals touting similar features.

The move is unusual for the Cincinnati-based consumer products maker, the biggest globally, because most of what it sells in the United States is manufactured domestically.