Baby Diapers Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Baby Diapers Market is Segmented by Product Type (Cloth Diapers, and Disposable Diapers); by Distribution Channel (Supermarket/Hypermarkets, Convenience Stores, Pharmacy/Drug Stores, Online Retail Channels and Others); and by Geography (North America, Europe, Asia-Pacific, South America, and Middle East & Africa). The report offers market size and forecasts of baby diapers in value terms in USD billion for all above segments.

Market Snapshot

toilet care products market
Study Period: 2016 - 2026
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 3.82 %

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Market Overview

The global baby diapers market was valued at USD 44.88 billion in 2020 and is projected to register a CAGR of 3.82% during the forecast period (2021-2026).​

The COVID-19 pandemic impacted the sales of baby diapers as the closure of supermarkets and other physical retail stores due to the government's strict ockdown norms worldwide. However, the COVID-19 crisis accelerated e-commerce sales of the market studied. Online distributors recorded an increased interest, as home-bound consumers explore retail alternatives for purchasing baby diapers.

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 the diaper technology, some of the key trends in the diapers market include eco-friendly/bio-degradable diapers, electronic diapers, organic diapers, and pant style diapers.

Scope of the Report

A diaper is a piece of towelling or other absorbent material wrapped around a baby's bottom and between its legs to absorb and retain urine and faeces. the global baby diapers market is segmented by product type, which is segmented as cloth diapers and disposable diapers. By distribution channel, the market is segmented as supermarket/hypermarkets, convenience stores, pharmacy/drug store, online retail channels, and others. Based on Geography the market is segmented into North America, Europe, Asia-Pacific, South America, and Middle East & Africa. For each segment the market sizing and forecasting have been done in value terms USD billion.

By Type (Revenue in USD million, 2016-2026)
Cloth Diapers
Disposable Diapers
By Distribution Channel (Revenue in USD million, 2016-2026)
Convenience Stores
Online Channel
Drug Stores/Pharmacies
Other Distribution Channels
By Geography (Revenue in USD million, 2016-2026)
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Asia Pacific
South Korea
Rest of Asia Pacific
South America
Rest of South America
Middle East& Africa
South Africa
Saudi Arabia
Rest of Middle East and Africa

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Key Market Trends

Increasing Awareness towards Baby Hygiene

Owing to the increasing awareness regarding maintaining the hygiene of infants, parents have strongly adopted 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, which is often related to wet or infrequently changed diapers, is yet another factor that is augmenting the demand for baby diapers across the world. The next major concern about baby diapers among parents is the fabric of the baby diaper. On average, a single baby uses 7-8 diapers in a day, which means that the diaper is used for almost 24 hours a day. This resulted in an increasing number of consumers inclining toward cotton-based diapers to avoid skin allergies caused by synthetic diapers. Consumers’ growing concerns toward baby hygiene products, primarily baby diapers, and baby wipes, have strongly augmented the growth of the market across the world and is expected to attain strong growth during the forecast period.

Baby Diapers Market 1

Asia-Pacific Witnessing a Significant Growth in Baby Diapers Market

In the Asia-Pacific region, in China alone approximately 18 million babies are born every year, the country accounts for the major share in the global baby diaper market. Moreover, a wider distribution network and easy availability of numerous brands in the local markets led the key players to extend their sales to reach the inland markets. In the region, the rising demand for high-price, high value-added products in urban markets has led to the launch of many premium disposable baby diapers to complement their existing range of standard and economy products. Furthermore, in 2018, citing the region's platform in terms of technological development has witnessed the launch of smart diapers by Monit in South Korea, which has partnered with Kimberly Clark to bring in the technology in its baby diapers brand, Huggies. The company also plans to impart transition from selling the smart diaper sensor to a subscription service that provides unlimited diapers and personalized care service for the baby.


Competitive Landscape

The market studied is highly competitive, with a considerable number of 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, among others. The presence of private labelled brands is expected to augment the competition among the players.

Moreover, product innovation has been the key strategy behind the Procter & Gamble and Kimberly-Clark Corporation market share and category growth over the years. The company has invested heavily in its research and development sector to launch innovative products in the market and tap into the ongoing interest of the consumers in sustainable baby products, including baby diapers.​

Recent Developments

In 2020, Procter & Gamble Co launched a new device called Lumi by Pampers at the Consumer Electronics Show in Las Vegas. The device adopts Pampers sensor technology that sends a notification when the diaper becomes dirty.

In 2019, Kimberly-Clark Corporation launched Special Delivery diapers, a new plant-based diaper, with a soft surface. This product helps a baby's sensitive skin, and it is part of its "No Baby Unhugged" platform.

In 2019, Unicharm (Thailand) Co Ltd, the maker of MamyPoko, launched MamyPoko Super Premium Organic and MamyPoko Pants Super Premium Organic, which are created with the “organic speed wave” technology, making use of an absorption pad with organic cotton. These two new products are expected to appeal to millennial parents.

Table of Contents


    1. 1.1 Study Assumptions

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Force 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 By Type (Revenue in USD million, 2016-2026)

      1. 5.1.1 Cloth Diapers

      2. 5.1.2 Disposable Diapers

    2. 5.2 By Distribution Channel (Revenue in USD million, 2016-2026)

      1. 5.2.1 Supermarket/Hypermarket

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Online Channel

      4. 5.2.4 Drug Stores/Pharmacies

      5. 5.2.5 Other Distribution Channels

    3. 5.3 By Geography (Revenue in USD million, 2016-2026)

      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& Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East and Africa


    1. 6.1 Market Share Analysis

    2. 6.2 Most Active Companies

    3. 6.3 Most Adopted Strategies

    4. 6.4 Company Profiles

      1. 6.4.1 Procter & Gamble Co.

      2. 6.4.2 Kimberly-Clark Corporation

      3. 6.4.3 Essity Aktiebolag

      4. 6.4.4 Kao Corporation

      5. 6.4.5 Domtar Corporation

      6. 6.4.6 Daio Paper Corporation

      7. 6.4.7 Ontex Group

      8. 6.4.8 Nuggles Designs Canada

      9. 6.4.9 Unicharm Corporation

      10. 6.4.10 Winc Design Limited

      11. 6.4.11 Cotton Babies Inc.

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Baby Diapers Market market is studied from 2016 - 2026.

The Baby Diapers Market is growing at a CAGR of 3.82% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2020.

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

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