United States Diapers Market By Product Type (Disposable Diaper, Cloth Diaper), By End User (Baby, Adult) By Sales Channel (Supermarket/Hypermarket, Pharmacy/Drug Store, Departmental Store, Convenience Store, Online, Non-Retail), By Region, Competition Forecast & Opportunities 2018-2028F

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Summary

Report Description

The United States diapers market is expected to expand rapidly in the forecast period primarily due to rising expenditure on baby care, growing awareness of using quality diapers to maintain hygiene of babies, increasing awareness of the importance of hygiene and sanitation, and changing consumer preferences. These factors are driving the sales of the United States diapers market during the forecast period.

United States Diapers Market Scope

A diaper is basically a garment made of fabric that is folded up and stuffed between legs and then tied around an individual's waist. It is usually made of cloth or synthetic disposable material that is super absorbent. The diaper allows the wearer to urinate or defecate by absorbing or preventing soiling of outer clothing. Diapers are primarily used by babies, toddlers who have not yet toilet trained, and children who suffer from bedwetting. However, they are also used by adults in certain situations or for various reasons, including incontinence. Consumers can purchase diapers through supermarkets/hypermarkets, pharmacies/drug stores, departmental stores, convenience stores, online, and non-retail.

United States Diapers Market Overview

The United States diapers market is experiencing steady growth in the United States due to consumers' increasing disposable income, changing consumer behavior towards hygiene and sanitation among the population of the United States, and shifting inclination toward high-quality and eco-friendly baby products. These are the major factors driving the market for United States diapers. In addition, manufacturers are also focusing on the development of diapers containing bio-based ingredients, which is expected to contribute to the market growth in the forecasted period. The United States diapers market is characterized by a significant presence of private labels, which sell their products at competitive prices compared to traditional diaper brands.

Moreover, according to an article published in USA Today in 2022, Rebecca Dunphey, president of baby and childcare for Kimberly-Clark North America, reported that the company is speeding up its production by running its facilities and improving the supply chain. Approximately one-third of U.S. families face the challenge of providing enough baby diapers for their infants and toddlers. In February 2021, Senator Tammy Duckworth introduced the End Diaper Need (EDW) Act of 2021, which would provide low-income families with access to adequate baby and toddler diapers. This act will also provide USD 200 million annually to social services for 2022-2025 to support diaper and diaper-related supplies through Medicaid. These initiatives have the potential to drive significant growth for the United States diapers market during the forecast period.

United States Diapers Market Drivers

The demand for the United States diapers market has increased due to various factors during the forecast period. Absorbent hygiene products and incontinence products, such as baby and adult diapers, have become essential in the United States. Innovation and enhanced technology have led to significant improvements in diaper design, formulation, and performance since their inception, resulting in a better quality of life for millions of people. Skin health associated with diaper use among babies and adults has also significantly improved, leading to the expansion of the United States diapers market during the forecast period.

Moreover, disposable diapers are not only effective in providing incontinence protection but also help eliminate odors, which is another factor driving consumer demand for diapers in the United States during the forecasted period. Additionally, various types of diapers are available in the market, each with its own range of absorption ratings. These ratings can be used to determine whether a diaper is suitable for a particular incontinence level, such as low, medium, or high.

In addition to babies and toddlers, adults are also a demographic that uses diapers. These products save caregivers time when they have multiple patients to attend to, in addition to their other priorities. Adults feel comfortable using diapers when they find it hard to help themselves. Hence, the demand for adult diapers in the United States market is on the rise during the forecast period.

 

United States Diapers Market Trends

 

The diapers market in the United States is constantly evolving, with new trends emerging continuously. The expansion of the diaper market in the United States would also be affected by increased innovation, such as the introduction of reusable diapers. Reusable diapers offer some health benefits over conventional diapers and are suitable for consumers who have skin conditions such as eczema. This condition affects over 32 million people in the United States in 2022, with nearly 10% to 20% being children. Hence, with the availability of skin-friendly diapers, the demand for such diapers will increase in the coming years.

Furthermore, the shifting inclination toward high-quality and eco-friendly diapers in the United States market is a major factor boosting the demand for biodegradable diapers across the country. For instance, Andy Pandy, LLC, a subsidiary of HANSEN kIDS, LLC, launched Andy Pandy Biodegradable Diapers. These diapers are made of bamboo, which is naturally hygienic and antibacterial, providing protection against diaper rash and blowouts. These innovations are expected to generate high revenue for the United States diapers market during the forecasted period. Moreover, advancements in diaper fabric, absorption characteristics, and user-friendly features have increased sales in the United States diapers market. The growing demand for natural and clean diapers for babies and adults is also driving manufacturers to develop biodegradable disposable diapers, leading to further growth in the United States diapers market.

 

United States Diapers Market Challenges

One of the challenges in the United States baby diaper market is the increasing demand for eco-friendly and sustainable diaper options. Consumers are becoming more conscious of the environmental impact of traditional disposable diapers, leading to a growing interest in biodegradable and reusable diaper alternatives. Diaper companies are facing pressure to innovate and offer environmentally friendly options to cater to this changing consumer preference. Moreover, the baby diaper market in the United States is highly competitive, with numerous brands vying for market share. Thus, establishing new diaper companies and new entrants can be challenging in differentiating their products and capturing consumer attention. Additionally, consumers are price-sensitive when purchasing baby diapers, leading to pricing pressures for diaper manufacturers. Balancing quality and affordability while maintaining profitability can be a significant challenge in the diaper market in the United States during the forecast period.

 

Recent Developments

  • In 2023, Terra, a New Zealand-based premium plant-based diaper brand, launched its products in the United States. These diapers are made from 85% plant-based materials and boast 360-degree absorbency, instant dryness, and over 12 hours of protection against wetness. Additionally, these diapers are dermatologically tested, help prevent diaper rash, feature skin-loving natural fibers, and have a non-toxic wetness indicator, eliminating the use of chemicals for detecting wetness.
  • In 2021, the globally adored diaper brand Rascal + Friends has been added to the distribution of 800 Walmart stores across the United States.

Market Opportunities

There are numerous opportunities in the United States diaper market during the forecast period. The increasing demand for environmentally friendly options presents an opportunity for diaper manufacturers to develop and market biodegradable, compostable, or reusable diapers. By catering to environmentally conscious consumers, companies can gain a competitive edge in the United States diapers market. Additionally, offering a diverse range of diaper sizes and styles to meet the needs of different age groups and user preferences, including discreet designs for adult diapers, can enable companies to tap into various market segments and enhance customer satisfaction.

Market Segmentation

The United States Diapers market is segmented based on product type, end user, sales channel, region and competitive landscape. Based on product type the market is fragmented into disposable diaper, cloth diaper. On the basis of end user, the market is fragmented into baby, adult. On the basis of sales channel, the market is divided into supermarket/hypermarket, pharmacy/drug store, departmental store, convenience store, online, non-retail. On the basis of region, the market is fragmented into South, West, Midwest, Northeast.

Company Profiles

The Procter & Gamble Company, Kimberly-Clark Corporation, Bambo Nature USA, The Honest Company, Inc., DYPER Inc., First Quality Enterprises, Inc., Unicharm Corporation, Domtar Corporation, Kao Corporation, Johnson & Johnson are some of the major players in the United States diapers market.

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Attribute

Details

Base Year

2022

Historic Data

2018 – 2021

Estimated Year

2023

Forecast Period

2024 – 2028

Quantitative Units

Value in USD Million, Volume in Thousands, CAGR for 2018-2022 and 2023-2028

Report Coverage

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

Segments Covered

Product Type

End User

Sales Channel

Region

Regional scope

South, Midwest, West, Northeast

Key Companies Profiled

The Procter & Gamble Company, Kimberly-Clark Corporation, Bambo Nature USA, The Honest Company, Inc., DYPER Inc., First Quality Enterprises, Inc., Unicharm Corporation, Domtar Corporation, Kao Corporation, Johnson & Johnson

Customization scope

10% free report customization with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

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

Delivery Format

PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

 

Report Scope:

In this report, United States Diapers Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

  • United States Diapers Market, By Product Type:
    • Disposable Diaper
    • Cloth Diaper
  • United States Diapers Market, By End User:
    • Baby
    • Adult
  • United States Diapers Market, By Sales Channel:
    • Supermarket/Hypermarket
    • Pharmacy/Drug Store
    • Departmental Store
    • Convenience Store
    • Online,
    • Non-Retail
  • United States Diapers Market, By Region:
    • South
    • West
    • Mid-West
    • North-East

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the United States Diapers Market.

Available Customizations:

With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

It is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1.    Introduction

1.1.  Product Overview

1.2.  Key Highlights of the Report

1.3.  Market Coverage

1.4.  Market Segments Covered

1.5.  Research Tenure Considered

2.    Research Methodology

2.1.  Objective of the Study

2.2.  Baseline Methodology

2.3.  Key Industry Partners

2.4.  Major Association and Secondary Sources

2.5.  Data Triangulation & Validation

2.6.  Assumptions and Limitations

3.    Executive Summary      

3.1.  Market Overview

3.2.  Market Forecast

3.3.  Key Regions

3.4.  Key Segments

4.    Impact of COVID-19 on United States Diapers Market

5.    Voice of Customer Analysis (B2C Model Analysis)

5.1.  Respondent Demographics

5.1.1.        By Gender

5.1.2.        By Age

5.1.3.        By Occupation

5.2.  Brand Awareness

5.3.  Factors Influencing Purchase Decision

5.4.  Challenges Faced After Purchase

6.    United States Diapers Market Outlook

6.1.  Market Size & Forecast

6.1.1.        By Value & Volume

6.2.  Market Share & Forecast

6.2.1.        By Product Type Market Share Analysis (Disposable Diaper, Cloth Diaper)

6.2.2.        By End User Market Share Analysis (Baby, Adult)

6.2.3.        By Sales Channel Market Share Analysis (Supermarket/Hypermarket, Pharmacy/Drug Store, Departmental Store, Convenience Store, Online, Non Retail)

6.2.4.        By Regional Market Share Analysis

6.2.4.1.                South Market Share Analysis

6.2.4.2.                Midwest Market Share Analysis

6.2.4.3.                West Market Share Analysis

6.2.4.4.                Northeast Market Share Analysis

6.2.5.        By Top 5 Companies Market Share Analysis, Others (2022)

7.    United States Disposable Diaper Market Outlook

7.1.  Market Size & Forecast       

7.1.1.        By Value & Volume

7.2.  Market Share & Forecast

7.2.1.        By End User Market Share Analysis (Baby, Adult)

7.2.2.        By Sales Channel Market Share Analysis

8.    United States Cloth Diaper Market Outlook

8.1.  Market Size & Forecast       

8.1.1.        By Value & Volume

8.2.  Market Share & Forecast

8.2.1.        By End User Market Share Analysis (Baby, Adult)

8.2.2.        By Sales Channel Market Share Analysis

9.    Market Dynamics

9.1.  Drivers

9.1.1.         Rising Preference for High Quality Diapers

9.1.2.         Various Innovations in Materials of Diapers

9.1.3.         Increased Awareness of Hygiene Practices for Babies and Adults

9.2.  Challenges

9.2.1.         High Price and Competition

9.2.2.         Regulatory and Labeling Requirements

10. Impact of COVID-19 on United States Diapers Market

10.1.             Impact Assessment Model   

10.2.             Key Segments Impacted

10.3.             Key Regions Impacted

11. Market Trends & Developments

11.1.             Availability of Eco-Friendly and Sustainable Products

11.2.             Innovative Technology and Materials

11.3.             Preference to Choose Range of Diaper Sizes and Styles

11.4.             Growing Online sales and Subscriptions Services

11.5.             Changing Consumer Preferences

12. Porter’s Five Forces Model

12.1.             Competitive Rivalry

12.2.             Bargaining Power of Buyers

12.3.             Bargaining Power of Suppliers

12.4.             Threat of New Entrants

12.5.             Threat of Substitutes

13. SWOT Analysis

13.1.             Strengths

13.2.             Weaknesses

13.3.             Opportunities

13.4.             Threats

14. United States Economic Profile

15. Competitive Landscape

15.1.1.     The Procter & Gamble Company

15.1.1.1.             Company Details

15.1.1.2.             Product

15.1.1.3.             Financial (As Reported)

15.1.1.4.             Key market Focus & Geographical Presence

15.1.1.5.             Recent Developments

15.1.1.6.             Key Management Personnel

15.1.2.     Kimberly-Clark Corporation

15.1.2.1.             Company Details

15.1.2.2.             Product

15.1.2.3.             Financial (As Reported)

15.1.2.4.             Key market Focus & Geographical Presence

15.1.2.5.             Recent Developments

15.1.2.6.             Key Management Personnel

15.1.3.     Bambo Nature USA

15.1.3.1.             Company Details

15.1.3.2.             Product & Services

15.1.3.3.             Key market Focus & Geographical Presence

15.1.3.4.             Recent Developments

15.1.3.5.             Key Management Personnel

15.1.4.     The Honest Company, Inc.

15.1.4.1.             Company Details

15.1.4.2.             Product

15.1.4.3.             Key market Focus & Geographical Presence

15.1.4.4.             Recent Developments

15.1.4.5.             Key Management Personnel

15.1.5.     DYPER Inc.

15.1.5.1.             Company Details

15.1.5.2.             Products

15.1.5.3.             Key market Focus & Geographical Presence

15.1.5.4.             Recent Developments

15.1.5.5.             Key Management Personnel

15.1.6.     First Quality Enterprises, Inc.

15.1.6.1.             Company Details

15.1.6.2.             Products

15.1.6.3.             Financial (As Reported)

15.1.6.4.             Key market Focus & Geographical Presence

15.1.6.5.             Recent Developments

15.1.6.6.             Key Management Personnel

15.1.7.     Unicharm Corporation

15.1.7.1.             Company Details

15.1.7.2.             Products

15.1.7.3.             Key market Focus & Geographical Presence

15.1.7.4.             Recent Developments

15.1.7.5.             Key Management Personnel

15.1.8.     Domtar Corporation

15.1.8.1.             Company Details

15.1.8.2.             Products

15.1.8.3.             Key market Focus & Geographical Presence

15.1.8.4.             Recent Developments

15.1.8.5.             Key Management Personnel

15.1.9.     Kao Corporation

15.1.9.1.             Company Details

15.1.9.2.             Product

15.1.9.3.             Key market Focus & Geographical Presence

15.1.9.4.             Recent Developments

15.1.9.5.             Key Management Personnel

15.1.10.  Johnson & Johnson

15.1.10.1.          Company Details

15.1.10.2.          Product

15.1.10.3.          Key market Focus & Geographical Presence

15.1.10.4.          Recent Developments

15.1.10.5.          Key Management Personnel

16. Strategic Recommendations

16.1.             Key Focus Areas

16.2.             Target Regions

16.3.             Target Product Type

16.4.             Target Sales Channel

17. About Us & Disclaimer

Figures and Tables

Frequently asked questions

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Popularity of eco-friendly and sustainable diaper options, growing higher disposable income parents to afford premium diaper products are trends in the United States diapers market.

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The market for diapers in the United States is witnessing high demand owing to the various factors such as increasing the demand for convenient and time-saving products like disposable diapers.

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High competition among various brands vying for market share, evolving regulations and maintaining compliance added complexity to product development and marketing are some of the challenges faced by the United States Diapers Market.

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Who are the leading players in the United States Diapers Market?

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Parvati Sharma

Account Manager BD
Press Release

United States Diapers Market to be Dominated by Disposable Diaper During the Forecast Period

Oct, 2023

Increasing product innovations and growing awareness of using quality diapers are the leading factors driving the United States diapers market during the forecast period.

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