Sales of diaper-rash cream are up, rising for the third straight year on a unit basis, even though the number of babies has kept declining over that period. Data suggest that babies are getting diaper rash more often because parents are changing their diapers less.
The number of babies ages 2 and under in the U.S. fell about 3% to 8.1 million last year, based on data from the U.S. Centers for Disease Control, which tracks the number of live births. Yet SymphonyIRI data show unit sales of disposable diapers fell 9% in the 52 weeks ended Aug. 7, three times as fast as the population of infants. At the same time, unit sales of baby ointments and creams rose 2.8%, despite fewer babies.