The global baby diapers market size was valued at USD 82.59 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 4.9% from 2023 to 2030. The market is projected to witness higher demand over the coming years owing to the rising awareness regarding child health. The shifting inclination toward high-quality and eco-friendly baby products is the major factor boosting the demand for biodegradable diapers across the globe. In addition, manufacturers are focusing on developing bio-ingredients-based baby diapers, which is also anticipated to propel the market growth over the coming years. The demand for baby diapers and baby essential care products surged during the pandemic as most parents stocked these products from supermarkets and grocery stores.
The supply chain has been affected due to the stocking of the product; hence, manufacturers and distributors witnessed an increase in the demand for baby diapers. According to the article published on USA Today, in April 2022, Rebecca Dunphey, president of baby and childcare for Kimberly-Clark North America reported that the company is speeding its production by running its facilities and improving the supply chain. In the U.S., one-third of families struggle to provide enough baby diapers for their children. However, with the introduction of The End Diaper Need Act of 2021 by Sen. Tammy Duckworth in February 2021, low-income families would be able to afford diapers for their babies and toddlers.
The End Diaper Need Act will provide USD 200 million to social services every year between 2022 and 2025, which will contribute to diapers and related supplies. In addition, the bill will fund 200 medically necessary diapers per month for “medically complex children” through Medicaid. Such initiatives can create a significant positive impact on industry growth in the U.S. over the coming years. The purchasing power of consumers in North America and Europe is relatively high compared to other regions in the world. This higher purchasing power allows them to spend more on high-quality, premium baby products.
As a result, premium baby care products have a notable demand in the abovementioned regions.Countries with a high participation rate of women in the workforce are also expected to generate a high demand for baby products owing to the increased purchasing power. As of 2019, countries like Rwanda, Madagascar, Nepal, Burundi, Tanzania, Zimbabwe, Cambodia, Vietnam, South Sudan, and Iceland had the highest women's labor force participation rate in the world. Therefore, product demand is expected to gain momentum in these countries in the coming years. Over the past few years, the use of baby diapers has increased worldwide, especially in Asia Pacific. The high birth rate in African countries is also enhancing product adoption.
On the basis of products, the industry has been segmented into disposable and non-disposable products. The disposable segment led the global industry in 2022 and accounted for the largest share of more than 65.80% of the overall revenue. The segment is expected to maintain dominance over the forecast period. The rising infant population and increasing disposable incomes across Asia, Latin America, Middle East, and Africa significantly contribute to the growth of the segment.
Some of the major brands offering these products are Pampers and Huggies. However, the non-disposable product segment is projected to register the fastest growth rate during the forecast period. The rising awareness about the adverse effects of the chemicals present in disposable versions is driving consumers to shift to biodegradable/non-disposable baby products, which are made from natural materials. The use of disposable diapers could help in avoiding the risk of bacterial infection as it prevents feces and infection-causing germs from contaminating the pool.
The conventional type segment led the industry in 2022 and accounted for the largest share of more than 72.30% of the overall revenue. The focused marketing and expansion of product portfolios by baby product manufacturers, such as Procter & Gamble and Unilever, have increased the demand for these products. In July 2022, Procter & Gamble, the Cincinnati-based maker of baby goods launched a new line of Pampers diapers that are designed to help hospitals minimize sleep disturbances in premature babies. These activities make brands more visible and attract new customers, thereby resulting in increased product penetration.
The organic type segment is anticipated to register the highest CAGR over the forecast period. Increased social media marketing by organic product manufacturers, such as DYPER Bamboo Baby Diapers, Smart Bottoms No-Prep Dream Diaper, and ECO BOOM Bamboo Biodegradable Diapers, is creating curiosity and awareness among the targeted crowd and is likely to boost the market growth. Furthermore, the rising usage of products that are made from ethically sourced material regardless of the price, is anticipated to fuel the growth of the organic segment during the forecast period.
The offline segment dominated the industry in 2022 and accounted for the largest share of more than 76.40% of the overall revenue. Key manufacturers focus on these stores as their preferred distribution channel to expand product reach. The high-profit margin from these products has been attracting retailers to incorporate them into their product lines. Instant availability and physical verification are the two major factors propelling product sales through various offline channels. The online segment is projected to register the fastest growth rate from 2023 to 2030.
An increase in internet penetration coupled with the availability of most brands’ products through e-commerce retailers is proliferating segment growth. E-commerce development in the baby care industry has been rapid, with companies launching online websites and shopping apps to increase their brand visibility among consumers. The major manufacturers of such products, such as Johnson & Johnson Consumer Inc. and The Himalaya Drug Company, utilize online distribution channels to reach more consumers across geographies.
The Asia Pacific region is projected to register the fastest growth rate of 5.4% during the forecast period. Manufacturers are increasingly focusing on the Asia Pacific region, wherein a high demand is expected from countries, such as Indonesia, India, and Thailand. The adoption of baby diapers is expected to increase in these countries in the coming years due to an emerging group of affluent parents. Consumers have shown an increasing preference for eco-friendly baby care and wellness products in recent years due to rising environmental concerns.
This trend has been compelling manufacturers to focus on biodegradable baby products. North America is also anticipated to grow at a significant CAGR during the forecast period. The high affordability and purchasing power of consumers enable them to buy highly effective baby products, irrespective of their prices. The demand for natural and organic products has been rising in the U.S. due to this, companies have been focusing on natural ingredients, performance enhancement, and aesthetic improvement to appeal to modern parents.
The industry is characterized by high competition and the presence of top consumer goods companies that have recognized the robust potential of the market and occupy a majority of the industry share. Established companies have been innovating new technology and experimenting with natural ingredients to gain major traction among consumers. Some of the initiatives are:
In September 2022, Popees Baby Care launched organic diaper series that would be offered in retail stores across the globe
In August 2022, Hayat Kimya launched Bebem with Natural Essences Baby Diaper. The products are manufactured with sustainably sourced natural bamboo fibers and organic cotton extracts
In July 2021, Huggies India launched Huggies Nature Care Diapers. The product is manufactured with natural ingredients including organic cotton and excludes parabens, chlorine, and latex
Some of the prominent key players operating in the global baby diapers market include:
The Procter & Gamble Company (P&G)
Johnson & Johnson
First Quality Enterprises
The Hain Celestial Group, Inc.
The Honest Company, Inc.
Market size value in 2023
USD 86.27 billion
Revenue forecast in 2030
USD 121.15 billion
CAGR of 4.9% from 2023 to 2030
Base year for estimation
2017 - 2021
2023 - 2030
Revenue in USD million and CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Product, distribution channel, type, region
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa
U.S.; Canada; U.K.; Germany; France; China; India; Japan; Brazil; South Africa
Key companies profiled
The Procter & Gamble (P&G); Kimberly Clark Worldwide; Hengan International Group Company Ltd.; Unicharm Corp.; Johnson & Johnson Consumer, Inc.; First Quality Enterprises; Ontex Group; The Hain Celestial Group, Inc.; The Honest Company, Inc.; Essity AB
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This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segment from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global baby diapers market report on the basis of product, distribution channel, type, and region.
Product Outlook (Revenue, USD Million, 2017 - 2030)
Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)
Type Outlook (Revenue, USD Million, 2017 - 2030)
Regional Outlook (Revenue, USD Million, 2017 - 2030)
Middle East & Africa
Central & South America
b. The global baby diapers market size was estimated at USD 82.59 billion in 2022 and is expected to reach USD 86.27 billion in 2023.
b. The global baby diapers market is expected to grow at a compound annual growth rate of 4.9% from 2023 to 2030 to reach USD 121.15 billion by 2030.
b. Asia Pacific dominated the baby diapers market with a share of 38.6% in 2022. The high affordability and purchasing power of consumers in the region has enabled them to buy highly effective baby products, irrespective of their prices. The demand for natural and organic products has been rising in China, Australia and India due to which companies have been focusing on natural ingredients, performance enhancement, and aesthetic improvement to appeal to modern parents.
b. Some key players operating in the baby diapers market include Procter & Gamble (P&G), Kimberly-Clark Corporation, Hengan International , Unicharm Corporation, Johnson & Johnson, The Hain Celestial Group, Inc., and The Honest Company, Inc.
b. The shifting inclination for high-quality and eco-friendly baby products is the major factor boosting the demand for biodegradable diapers across the globe. . In addition, manufacturers are focusing on developing bio-ingredients-based baby diapers, which is also anticipated to propel the market growth over the coming years.
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