Baby Diapers Market Size & Share Analysis - Growth Trends & Forecasts (2023 - 2028)

The report covers Global Diaper Market Share By Brand & Segmentation is Segmented by Product Type (Cloth Diapers and Disposable Diapers), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacy/Drug Stores, Online Retail Channels, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers the market size in value terms in USD for all the abovementioned segments.

Baby Diaper Market Size

Baby Diapers Market Summary
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Study Period 2018-2028
Base Year For Estimation 2022
CAGR 4.43 %
Fastest Growing Market Asia Pacific
Largest Market North America
Market Concentration High

Major Players


*Disclaimer: Major Players sorted in no particular order


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Baby Diaper Market Analysis

The Baby Diapers Market size is expected to grow from USD 47.58 billion in 2023 to USD 59.10 billion by 2028, at a CAGR of 4.43% during the forecast period (2023-2028).

The rising population, accompanied by the increasing urban population, is one of the most significant contributors to the market's growth. Besides that, the growing disposable income of the people, the rising female working population, the increasing rate of literacy, etc., are some of the factors that determine the living standards and consumption patterns of families and are also expected to serve as essential growth factors. Consumers' growing health and hygiene concerns will likely drive the market in the coming years.

Additionally, owing to the increasing awareness regarding maintaining the hygiene of infants, parents have strongly adopted the usage of baby diapers. Ongoing advancements in the fabric used in a diaper, absorption capabilities, and special user-friendly features of diapers have led to competitors gaining a higher market share. Increasing demand for natural and hygienic products is driving manufacturers to develop bio-based disposable diapers, which is also projected to propel market demand.

Market players are engaged in innovating diaper technology. Some key trends in the diaper market include eco-friendly/bio-degradable diapers, electronic diapers, organic diapers, and pant-style diapers.

Baby Diaper Market Trends

Increasing Awareness about Baby Hygiene

  • Owing to the increasing awareness about infant hygiene, parents are strongly adopting the usage of baby diapers. Diapers are among the essential infant daily care products and baby wipes, which help prevent bacterial infection and provide comfort. The growing concern about diaper rashes, often related to wet or infrequently changed diapers, is augmenting the demand for baby diapers worldwide.
  • Brands like Huggies and Pampers provide a range of rash-free diapers, having unique technology to prevent leakage and decrease irritation. A single baby uses 7-8 diapers daily, meaning the diaper is used for almost 24 hours a day. This factor increased consumers' inclination toward cotton-based diapers to avoid skin allergies caused by synthetic diapers.
  • In July 2021, SuperBottoms, India's cloth diaper brand, launched the UNO 2.0 for new parents to use on their babies. All diapers are made from 100% cloth and have organic cotton pads. A number of government institutions have also launched health awareness campaigns specifically aimed at raising awareness among young parents about their children's health and hygiene.
  • For instance, in February 2022, through its Latin American Centre for Perinatology (CLAP), the Pan American Health Organization (PAHO) launched a campaign to raise awareness about newborns and promote quality care practices in the first 28 days of life. Skin-to-skin contact, exclusive breastfeeding, and keeping the baby clean and dry are a few of these practices.
Baby Care Products Market: Kimberly-Clark's Baby and Child Care Product Sales (in billion USD), Global, 2016-2021

Asia-Pacific Witnessed Significant Growth

  • In the baby care category, one of the main factors driving the growth of the market is the growing number of working women in the population of the region. World Bank data indicates that the female labor participation rate in East Asia Pacific has increased significantly from 43.7% in 2016 to 43.94 % in 2021.
  • Furthermore, the digital revolution has been a major factor in enabling the industry to grow at an accelerating rate. According to the National Family Health Survey (NFHS) of India, in 2021, 33% of women (urban+rural) and 52% of urban women had Internet access. Consequently, this is aiding the growth of the market in the region.
  • In the Asia-Pacific region, China alone records the birth of approximately 18 million babies every year. The country accounts for the major share of the overall baby diaper market. The declaration of the third-child policy in China has played a great role in increasing the demand for baby diapers.
  • Moreover, a wider distribution network and easy availability of numerous brands in the local markets led the key players to expand their sales to reach the inland markets. India also adds to the rising sales of diapers in the region.
  • Along with international players like Unicharm and Procter & Gamble, many Indian players like Godrej and Himalaya are coming up with new varieties of baby diapers. The market is also witnessing product innovations to cater to changing customer needs. In March 2022, SuperBottoms, an Indian baby care brand, launched 100% eco-friendly, washable soft cloth diapers for babies, which helps prevent rashes and irritation.
Baby Diapers Market: Market Size (%), By Geography, Global, 2022

Baby Diaper Industry Overview

The market studied is highly competitive, with many regional and global players. The major strategies adopted by these companies include product innovations, expansions, and mergers and acquisitions. The market is primarily dominated by Procter & Gamble, Kimberly-Clark Corporation, Kao Corporation, Unicharm, and Essity Aktiebolag. 

The presence of private-labeled brands is expected to augment the competition. Moreover, Procter & Gamble and Kimberly-Clark Corporation have adopted product innovation as their key strategy to increase their market share and category growth over the years. The companies invested heavily in their R&D sectors to launch innovative products in the market and tap into the ongoing interest of consumers in sustainable baby products, including baby diapers.​

Baby Diaper Market Leaders

  1. Unicharm

  2. Kimberly-Clark

  3. Essity Aktiebolag

  4. Procter & Gamble

  5. KAO Corporation

*Disclaimer: Major Players sorted in no particular order

Baby Diapers Market Concentration

Baby Diaper Market News

  • April 2023: Millie Moon baby diapers announced their launch in Canada. Millie Moon claims to be a clean, luxury diaper brand offering high-performance and beautifully crafted diapers and sensitive wipes at affordable prices. Further, Millie Moon Luxury Diapers feature double leak guards to keep wetness contained, a snug and high waistband for a secure fit, and an ultra-absorbent core to help prevent blowouts and leaks. The company also claims that the materials in its Luxury Diapers are extremely soft on babies' skin and engineered with CloudTouch Softness for optimum comfort.
  • January 2023: Kimberly-Clark announced the relaunch of its iconic diaper brand, Huggies, with the new ‘Huggies Complete Comfort’ range in India. The relaunch emphasizes the basic concept of 5-in-1 comfort, which incorporates essential characteristics such as softness and absorbency. The company plans to implement an entirely new visual language for its packaging design across the range, emphasizing the brand's primary features and consumer benefits.
  • May 2022: SUMO introduced a long-lasting fitted cloth baby diaper with a waterproof cover, a stitched pocket, and washable absorbent pads. They are completely biodegradable and feature a reusable diaper system.
  • March 2022: As part of its expansion plans in Nigeria, Kimberly-Clark opened a new manufacturing facility in Ikorodu, Lagos, which will manufacture Huggies baby diapers as well as Kotex feminine care products. With the investment of USD 100 million in its new state-of-the-art manufacturing facility, the company is equipped with the latest technology to serve its customers better.

Baby Diaper Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Cloth Diapers

      2. 5.1.2 Disposable Diapers

    2. 5.2 Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience/Grocery Stores

      3. 5.2.3 Pharmacy/Drug Stores

      4. 5.2.4 Online Retail Channels

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Italy

        5. Russia

        6. Spain

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. India

        2. China

        3. Japan

        4. Australia

        5. South Korea

        6. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East and Africa


    1. 6.1 Market Share Analysis

    2. 6.2 Most Adopted Strategies

    3. 6.3 Company Profiles

      1. 6.3.1 Procter & Gamble Co.

      2. 6.3.2 Kimberly-Clark Corporation

      3. 6.3.3 Essity Aktiebolag

      4. 6.3.4 Kao Corporation

      5. 6.3.5 Domtar Corporation

      6. 6.3.6 Daio Paper Corporation

      7. 6.3.7 Ontex Group

      8. 6.3.8 Nuggles Designs Canada

      9. 6.3.9 Unicharm Corporation

      10. 6.3.10 Winc Design Limited

    4. *List Not Exhaustive

**Subject to Availability

Baby Diaper Industry Segmentation

A diaper is a piece of toweling or other absorbent material wrapped around a baby's bottom and between its legs to absorb and retain urine and feces.

The baby diapers market is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into Cloth Diapers and Disposable Diapers. Based on distribution channels, the market is segmented into supermarkets/hypermarkets, convenience/grocery stores, pharmacy/drug stores, online retail channels, and other distribution channels. Also, the study analyzes the dietary supplements market in emerging and established markets worldwide, including North America, Europe, Asia-Pacific, South America, the Middle East, and Africa.

The market sizing has been done in value terms in USD for all the abovementioned segments.

Product Type
Cloth Diapers
Disposable Diapers
Distribution Channel
Convenience/Grocery Stores
Pharmacy/Drug Stores
Online Retail Channels
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
South Korea
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
Saudi Arabia
Rest of Middle-East and Africa

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Baby Diaper Market Research FAQs

The Baby Diapers Market is studied from 2018 - 2028.

The Baby Diapers Market is growing at a CAGR of 4.43% over the next 5 years.

The Baby Diapers Market is valued at 59 Billion USD in 2028.

Asia Pacific is growing at the highest CAGR over 2018-2028.

North America holds highest share in 2022.

Unicharm, Kimberly-Clark, Essity Aktiebolag, Procter & Gamble, KAO Corporation are the major companies operating in Baby Diapers Market.

Baby Diaper Industry Report

Statistics for the 2023 Baby Diapers market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Baby Diapers analysis includes a market forecast outlook to for 2023 to 2028 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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