Procter & Gamble looks to protect diapers edge

|About: The Procter & Gamble Company (PG)|By:, SA News Editor

Procter & Gamble (PG +1.4%) is pushing innovation with its diaper development in order to protect its edge over Kimberly-Clark (KMB +1.4%) and other rivals.

Diapers account for 12% of P&G's revenue with close to 89% of those sales from outside the U.S.

The company thinks if it can build the perfect diaper with "zero leakage, ultimate dryness, ultimate comfort, with an underwear-like fit" that it can keep generic brands at bay and protect margins.

The baby-care division at P&G has racked up over 5K patents including the ones that are still pending.