Everything You Need to Know about Supermom Diaper Snapshot 2023

The average baby requires a diaper change every two to three hours, amounting to 8 – 10 diapers a day and upwards of 8,000 pieces across three years. When it comes to selecting diapers for our little ones’ bum, parents look out for comfort of the diaper above all.

Supermom polled 2,500 mothers across Singapore, Indonesia and Malaysia to better understand what our parents are looking for. We looked at

• Discovery Channels
• Top 5 brands based on usage and preference
• Product attributes and qualities which mothers are looking for
• Willingness to experiment and change

Over 85% across the region are looking out for diaper options and more than 75% of parents discover diapers through friends and family. Explore crowd influence and retargeting options to encourage parents to try out your brand. A “Show not tell” approach is evident with more than 72% prioritising concerns such as absorption, comfort and quality before price.