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.