Disposable Baby Products - US - April 2019
Covered in this report
For the purposes of this report, Mintel has used the following definitions:
Diapers and training pants
- Disposable diapers
- Disposable training pants
Wipes and moist towelettes
- Disposable baby wipes
- Moist towelettes
Baby personal care products
- Baby soaps
- Baby ointments/creams
- Baby powder
- Baby lotions
- Baby shampoo
- Baby oil
- Petroleum jelly
"The disposable baby products market is estimated to reach $8 billion in total 2019 retail sales, a decline of nearly 1% from 2018. Market struggles can partially be attributed to declining birth rates, parents’ value-driven approach to the category, as well as increased competition from online retailers and subscription services.
Consumer interest in innovations focused on convenience, health, and sustainability indicate opportunities for brands to combat struggling sales."
- Olivia Guinaugh, Home & Personal Care Analyst
This Report looks at the following areas:
- Environmental concerns impact disposable diaper usage
- Private label disrupts disposable diaper and wipe categories
- Parents want clarity and reassurance from brands
- More parents are buying baby personal care products
- Parents express elevated interest in a variety of innovations
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