GVR Report cover Baby Diapers Market Size, Share & Trends Report

Baby Diapers Market Size, Share & Trends Analysis Report By Product (Cloth Diapers, Disposable Diapers, Training Nappy, Swim Pants, Biodegradable Diapers), By Distribution Channel (Offline, Online), By Region, And Segment Forecasts, 2021 - 2028

  • Report ID: 978-1-68038-664-6
  • Number of Pages: 75
  • Format: Electronic (PDF)

Report Overview

The global baby diapers market size was valued at USD 75.9 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 4.6% from 2021 to 2028. The market is projected to witness higher demand over the coming years owing to the rising awareness regarding child health. 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 market growth over the coming years.

U.S. baby diapers market size, by product, 2018 - 2028 (USD Billion)

In the U.S., one-third of the 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 towards diapers and related supplies. Additionally, 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 the baby diapers market 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 expected to generate a high demand for baby products owing to the increased purchasing power of working mothers. As of 2019, countries like Rwanda, Madagascar, Nepal, Burundi, Tanzania, Zimbabwe, Cambodia, Vietnam, South Sudan, and Iceland had the highest women labor force participation rate in the world. Therefore, the product demand is expected to gain momentum in these countries in the upcoming years.

Factors such as an increase in purchasing power, the high participation rate of women in the workforce, and the rising awareness about hygiene are boosting the adoption of these products among consumers. 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.

Product Insights

The disposable diapers segment dominated the market for baby diapers and held the largest revenue share of 66.1% in 2020. The segment is expected to maintain its dominance over the forecast period. The presence of a large infant population and the rise in disposable incomes across Asia, Latin America, the 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 biodegradable diapers segment is projected to register the fastest CAGR of 6.0% from 2021 to 2028. Rising awareness about the negative impacts of the chemicals present in disposable diapers is driving consumers to shift towards biodegradable baby products for their babies, which are made from natural materials.

The swim pants segment is projected to register a CAGR of 5.1% from 2021 to 2028. The market for swim pants is driven by increasing awareness about the maintenance of personal hygiene among babies, especially in public swimming pools. The use of swim pants could help in avoiding the risk of bacterial infection as it prevents feces and infection-causing germs from contaminating the pool.

Distribution Channel Insights

The offline segment dominated the market for baby diapers and accounted for the largest revenue share of 73.3% in 2020. 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.

Global baby diapers market share, by distribution channel, 2020 (%)

The online segment is projected to register a CAGR of 3.0% from 2021 to 2028. An increase in internet penetration coupled with the availability of most brands’ products through e-commerce retailers is proliferating the segment growth. 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.

Regional Insights

North America dominated the market for baby diapers and accounted for a revenue share of over 31.6% in 2020. 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 which companies have been focusing on natural ingredients, performance enhancement, and aesthetic improvement to appeal to modern parents.

Asia Pacific is projected to register the fastest CAGR of 5.1% from 2021 to 2028. 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.

Europe is projected to register a CAGR of 4.6% from 2021 to 2028. Growing awareness among women regarding baby hygiene is fueling the demand for baby products across the developing markets of Europe. 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.

Key Companies & Market Share Insights

The market for baby diapers is characterized by high competition and the presence of top consumer goods companies who have recognized the robust potential of the market and occupy a majority of the revenue share. The market is both growing and transitioning based on the consumers’ demand for hygienic and quick-drying, absorbing, and leak technology innovations as the market offers an opportunity for brands to capture sales from an increasingly dynamic group of consumers. Established companies have been innovating new technology and experimenting with natural ingredients to gain major traction among consumers.

For instance, in September 2020, Bdiapers India launched the country’s first-ever hybrid cloth diapers with disposable or reusable inserts. The product is a patented design of hybrid diapers that works in a two-part system with a cloth cover and a waterproof pouch that holds the disposable nappy pad. Some of the prominent players in the baby diapers market include:

  • The Procter & Gamble Company (P&G)

  • Kimberly-Clark Corporation

  • Hengan International Group Company Ltd.

  • Unicharm Corporation

  • Johnson & Johnson

  • First Quality Enterprises

  • Ontex Group

  • The Hain Celestial Group, Inc.

  • The Honest Company, Inc.

  • Essity AB

Baby Diapers Market Report Scope

Report Attribute


Market size value in 2021

USD 79.1 billion

Revenue forecast in 2028

USD 108.9 billion

Growth Rate

CAGR of 4.6% from 2021 to 2028

Base year for estimation


Historical data

2016 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD million and CAGR from 2021 to 2028

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country scope

U.S.; U.K.; Germany; China; India; Brazil

Key companies profiled

The Procter & Gamble (P&G); Kimberly Clark Worldwide; Hengan International Group Company Ltd.; Unicharm Corporation; Johnson & Johnson Consumer Inc.; First Quality Enterprises; Ontex Group; The Hain Celestial Group, Inc.; The Honest Company Inc.; Essity AB

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional, and segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options


Segments Covered in the Report

This report forecasts revenue growth at regional & country levels and provides an analysis on the latest trends and opportunities in each of the sub-segment from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the global baby diapers market report on the basis of product, distribution channel, and region:

  • Product Outlook (Revenue, USD Million, 2016 - 2028)

    • Cloth Diapers

    • Disposable Diapers

    • Training Nappy

    • Swim Pants

    • Biodegradable Diapers

  • Distribution Channel Outlook (Revenue, USD Million, 2016 - 2028)

    • Offline

    • Online

  • Regional Outlook (Revenue, USD Million, 2016 - 2028)

    • North America

      • U.S.

    • Europe

      • U.K.

      • Germany

    • Asia Pacific

      • China

      • India

    • Middle East & Africa

    • Central & South America

      • Brazil

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