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Baby Buzz | P&G trims overhead to fund bigger brand plays

Plus: Anti-colic tech sets new benchmark for premium baby bottles

Author

Zihan Lyu
August 06, 2025 • Estimated Reading Time: 5 minutes

Baby Buzz

This week, here’s what’s happening in the world of babycare commerce:
- P&G trims overhead to fund bigger brand plays
- FDA-cleared vented bottle promises 30% less colic
- Banana powder demand doubles on clean-label momentum

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

  • Why Last Click dramatically undervalues upper-funnel marketing

  • Predictive modeling uncovering up to 80% more revenue potential in Meta

  • How brands found the confidence to reallocate budget and scale new channels

  • How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

CORPORATE STRATEGY & FINANCIALS
P&G’s Leaner Cost Base Targets Faster Margin Expansion
P&G’s new 10-K shows $84.3 billion in net sales and a plan to shed up to 7,000 overhead roles while doubling down on premium innovation in Baby, Feminine & Family Care. The cost reset bolsters ad firepower and pricing flexibility—raising the competitive bar for DTC players battling for share.

MARKET OUTLOOK
Baby Diaper Revenues Poised to Top $147 Billion
Market.us projects a 6.5% CAGR through 2034, with disposable diapers holding 79% share and North America commanding nearly 45% of global spend. Scale economics and eCommerce penetration suggest bigger SKU counts and relentless promotional pressure in the category.

PRODUCT SAFETY & INNOVATION
Thyseed Rolls Out FDA-Cleared Anti-Colic Bottle
Beijing-based Thyseed launches a bottom-vent baby bottle, clinically shown to cut colic and spit-up by 30% and certified by US and EU regulators. The move raises the innovation threshold—and consumer expectations—for premium feeding gear sold in US channels.

ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list.

We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue.

Wednesday, 13 August | 4:30 PM (Day 3)

📍 5 minutes from the venue (details shared upon RSVP confirmation)

If you’re serious about the next wave in commerce, this is the spot to be.

Spots are limited—grab yours now.

⚡QUICK READS

Banana Powder Demand Doubles: Global market set to reach $3.7 billion by 2032 as clean-label sweeteners infiltrate infant formulations. (More)

Frida Turns Heads with Breast-Milk-Flavored Ice Cream: The DTC brand’s NYC pop-up blurs product lines to spark viral chatter and deepen parent affinity. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division