Market Trends of Baby Diapers Industry
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.
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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.
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