`Consumer-driven innovation is our lifeblood'. (H&BA Vendor Outlook 2002).

CINCINNATI -- Procter & Gamble Co.'s (P&G's) commitment to innovation is reflected both in its product introductions and in the expansion of its established brands.

"Innovation is our lifeblood and is always consumer-driven," a P&G spokeswoman points out. "We listen to our consumers and cocreate great brands with their input to meet unmet consumer needs."

One of the latest examples of P&G's approach to meeting consumer needs involves its Pampers brand of disposable diapers. P&G this month is introducing Pampers Baby Stages of Development, which--as the name suggests--are disposable diapers and training pants customized to meet the needs of babies at different stages of development. The line comprises three products: Pampers Swaddlers, Pampers Cruisers and Pampers Easy Ups.

Swaddlers are extra-soft diapers designed to swaddle newborn babies in blanketlike comfort and be extra gentle on their delicate skin. Cruisers leverage Pampers' custom-fit technology and are designed to be comfortable on babies that are crawling or moving about. Easy Ups are training pants for toddlers.

"We're happy to be bringing our Pampers Baby Stages of Development lineup to North America following strong results behind a similar introduction in Europe last August," says Deb Henretta, president of P&G global baby care.

This upgrade to Pampers Premium added four share points to P&G's total Pampers business in the United Kingdom after its first three months on the market there and more than doubled the market share of Pampers Premium.

P&G has listened to parents and considered the needs of retailers in developing the line. The Pampers Easy Ups are not being sold in separate versions for boys and girls, for example, meeting the needs of parents who prefer to buy training pants the same way they buy diapers and reducing the number of SKUs that retailers can carry.