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.