Procter & Gamble is selling diapers made with silk fibers in China as it leans into luxury

In this article

Procter & Gamble

is selling diapers made with silk fibers in China as part of the company’s strategy to entice shoppers to spend more, even as demand for some of its products wanes.

China is the company’s second-largest market, trailing only the United States. In both markets, P&G has turned to innovation, rather than discounts, to attract consumers who are otherwise trying to spend less at the grocery store. For example, last year, it unveiled a new formula for its liquid Tide detergent in the U.S.

In China, P&G also faces another challenge: a record-low birth rate. Government data released on Monday showed that births dropped to 5.6 per 1,000 people in 2025, down from 6.4 in 2023.