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

  • ID: 4828292
  • Report
  • April 2022
  • Region: Global
  • 129 Pages
  • Mordor Intelligence


  • Daio Paper Corporation
  • Domtar Corporation
  • Essity Aktiebolag
  • Kao Corporation
  • Nuggles Designs Canada
  • Ontex Group

The global baby diapers market is projected to register a CAGR of 3.82% during the forecast period (2022-2027).​

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 lockdown 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. Various studies have depicted that In United States, the dollar sales of baby diapers through e-commerce platforms increased around 45% during the pandemic.

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.

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. Brands like Huggies and Pampers provide a range of rash free diapers, having unique technology to prevent leakage and decrease irriatation. 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. In 2020, Tickles, an Indian baby care brand, has launched the reusuable cotton diapers, which is chemical free and environment friendly.

Asia-Pacific Witnessed a Significant Growth

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. The declaration of third-child policy in China has played a great role in increasing the demand for baby diapers. This is an upgradation to the two-child policy that the country had in order to cater to the ageing population. 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. India also adds to the rise in sale of diapers in the region. Along with the 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 can also see product innovation to cater to changing customer needs. SuperBottoms, an Indian baby care brand, has launched 100% eco-friendly, washable soft cloth diapers for the babies, which helps in preventing rashes and irritation.

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.​

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

This product will be delivered within 2 business days.
Note: Product cover images may vary from those shown


  • Daio Paper Corporation
  • Domtar Corporation
  • Essity Aktiebolag
  • Kao Corporation
  • Nuggles Designs Canada
  • Ontex Group

1.1 Study Assumptions and Market Defination
1.2 Scope of the Study
4.1 Market Drivers
4.2 Market Restraints
4.3 Porter's Five Force Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5.1 By Product Type
5.1.1 Cloth Diapers
5.1.2 Disposable Diapers
5.2 By Distribution Channel
5.2.1 Supermarket/Hypermarket
5.2.2 Convenience Stores
5.2.3 Online Channel
5.2.4 Drug Stores/Pharmacies
5.2.5 Other Distribution Channels
5.3 Geography
5.3.1 North America United States Canada Mexico Rest of North America
5.3.2 Europe Germany United Kingdom France Italy Russia Spain Rest of Europe
5.3.3 Asia Pacific India China Japan Australia South Korea Rest of Asia Pacific
5.3.4 South America Brazil Argentina Rest of South America
5.3.5 Middle East& Africa South Africa Saudi Arabia Rest of Middle East and Africa
6.1 Market Share Analysis
6.2 Most Active Companies
6.3 Most Adopted Strategies
6.4 Company Profiles
6.4.1 Procter & Gamble Co.
6.4.2 Kimberly-Clark Corporation
6.4.3 Essity Aktiebolag
6.4.4 Kao Corporation
6.4.5 Domtar Corporation
6.4.6 Daio Paper Corporation
6.4.7 Ontex Group
6.4.8 Nuggles Designs Canada
6.4.9 Unicharm Corporation
6.4.10 Winc Design Limited
Note: Product cover images may vary from those shown


A selection of companies mentioned in this report includes:

  • Procter & Gamble Co.
  • Kimberly-Clark Corporation
  • Essity Aktiebolag
  • Kao Corporation
  • Domtar Corporation
  • Daio Paper Corporation
  • Ontex Group
  • Nuggles Designs Canada
  • Unicharm Corporation
  • Winc Design Limited
Note: Product cover images may vary from those shown