The “made in France” fever is taking over the baby diaper market

babiesbabiesThere were still a few factories manufacturing baby diapers in France only thirty years ago. Brands like Peaudouce even produced in Hauts-de-France in factories that supported hundreds of families. Today, the big manufacturers have deserted France, preferring countries further east where production costs are lower. Only two factories are still running to this day, in the Vosges and in Morbihan. There is now a third, in Bully-les-Mines, notably Pampersespecially Pampers, the leader in this field. A quasi-monopoly that a handful of tricolor entrepreneurs intend to disturb by bringing a bit of French touch. This is the case of Kilian O’Neill and Geoffroy Blondel de Joigny, the two founders of the SME Naturopera.

Manufacturers of baby diapers, there were still a few in France only thirty years ago. Brands like Peaudouce even produced in Hauts-de-France in factories that supported hundreds of families. Today, the big manufacturers have deserted France, preferring countries further east where production costs are lower. Only two factories are still running to this day, in the Vosges and in Morbihan. There is now a third, in Bully-les-Mines, in Pas-de-Calais.

A second production line in 2024

This production unit belongs to Naturopera, an SME founded in 2013 by Kilian O’Neill and Geoffroy Blondel de Joigny, specializing in organic and/or ecological everyday products. “Today, 90% of the three billion diapers sold in France each year are produced abroad. For us, 90% of our products are made in France”, assures Kilian O’Neill. And for their brand of 100% organic diapers, the two bosses have decided to no longer outsource production. “This factory is the only one in France to produce only organic nappies”, explains Eric Allary, the site director.

In the gigantic warehouse, the machine imported from Italy seems very small. “You shouldn’t be fooled by appearances, it’s a tool that can take out 800 layers per minute at a speed of 24 km/h”, explains this former Vallourec employee. According to management, this first production line can produce 200 million diapers per year with a loss rate of only 4%. A veritable war machine that requires only a few personnel to run. “It only takes 4 employees and a technician, not to mention everything related to the logistics behind it”, recognizes Eric Allary. To reach the objective, teams will take turns in 3×8. The bosses of Naturopera have even already planned the installation of a second production line, from 2014. That is 400 million organic nappies made in Pas-de-Calais, a figure which may seem significant but which in fact represents less than 7 % of the French disposable diaper market.