Trends in the Baby Diaper Market

Over the last few years, inflation, supply chain disruption, and raw material shortages have tested the brands and manufacturers in the baby diaper market. Adding to these, over the decade and a half the US birth rate has also steadily declined. Despite these serious concerns in the diaper market, the technology and innovation are alive and have made their path in the baby diaper category. Also, new brands have continued to launch.

Sonali Jagadev, research analyst – Beauty & Fashion, Euromonitor says “The pandemic has served as a double-edged sword for the diaper industry,” Due to the pandemic situation, the greater price increase has weakened the customer spending power and the other hand the increased eco-awareness and health concerns have increased the value-added product features with natural, plant-based, and organic products.

However the U.S. is a mature market, and Euromonitor is still expecting decent growth for baby diapers over the next five years, with disposable pants driving this growth. In the U.S., the diaper leaders have reported that private label share gains have happened but seem moderate, Hanna says! In the European market, the private label shares have historically been higher than in the U.S.

In the current market, the competition is no longer just between the top multinational brands like Pampers, Huggies, and private label but the rapid growth of new brands in the disposable baby diaper market has continued to alter the category.

According to Euromonitor, the top two brands of the diaper industry —P&G and Kimberly Clark—capture around 75-76% baby diaper market share, however, private labels make up 16-18% of the market.

Although the volumes of Dyper and Coterie, considered as small boutique brands capture a small fraction of the market. Richer says “They are highly aspirational brands and the rest of the industry including raw material suppliers, converters and product developers look to them in defining the next step in innovation powered by heightened sensitivity to new consumer needs.”

In recent years, the innovation in the baby diaper market has concentrated on leak protection, skin comfort, and innovative core designs. Also, the interest in diaper pants is also growing, according to diaper industry experts.

Jagadev of Euromonitor says: “Despite only being a small part of total diaper market sales, disposable pants are gaining acceptance in the parents and in the coming five years will cover for nearly 70% of the overall diaper category in absolute value”.

Despite of higher price, the pants format is gaining traction and parents love to get opportunities to opt for earlier potty training and seek products better at preventing bedwetting. In the U.S. disposable pants manufacturers have increased innovation to reinforce comfort in diaper pants with a fun and aesthetic twist.

The U.S. is slowly moving towards exclusively associating training pants, something that the parents can use briefly during the potty training period and also can properly support their baby’s needs much earlier than the potty training.

Meanwhile, diaper recycling technology is also making a great impact in the manufacturing industry around the world. In Japan, Daio Paper and Livedo Corporation are collaborating to develop recycling technology that will reuse pulp and other related materials to make new diapers.

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