Ontex launches Dreamshield® 360 Night Pants concept with extra absorbency for long nights - driving growth in the baby pants segment.

Core Insights - Ontex Group NV has launched Dreamshield® 360 Night Pants, designed to provide up to 12 hours of absorbency for babies during the night, addressing a significant consumer need for extended overnight protection [1][5]. Product Features - The new night pants offer extra absorbency for long nights, heavy wetters, extended naps, and travel, ensuring leak-free sleep [1][7]. - They include triple leak protection with a unique pee & poo back barrier, a soft and secure 360° fit, and night-time packaging that highlights absorbency claims for easy shopper navigation [7]. Market Demand - Research indicates that 75% of parents consider their baby's sleep quality a top stressor, with nighttime leaks being the primary cause of sleep disruption [3]. - There is a growing trend among parents to choose baby pants for nighttime use across all ages, with a tendency to switch to baby pants sooner at night than during the day [4]. Strategic Implications - The introduction of Dreamshield® 360 Night Pants not only meets consumer demand but also provides retailers with an opportunity to enhance the pants segment, increase basket value, and strengthen shopper loyalty [5].