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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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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Figure 1: Total US retail sales and forecast of disposable baby products, at current prices, 2013-23
        • The issues
          • Environmental concerns impact disposable diaper usage
            • Figure 2: Disposable baby diaper purchases and concerns about disposable diaper waste, December 2017 and January 2019
          • Private label disrupts disposable diaper and wipe categories
            • Figure 3: Brand preferences for disposable diapers, training pants, and wipes, January 2019
          • Declining birth rate indicates declining market sales
            • Figure 4: Average age of mother at first birth, 1990-2017
          • The opportunities
            • Parents want clarity and reassurance from brands
              • Figure 5: Select purchase influencers, January 2019
            • More parents are buying baby personal care products
              • Figure 6: Select baby personal care product purchases, December 2017 and January 2019
            • Parents express elevated interest in a variety of innovations
              • Figure 7: Trial and interest in select product innovations, January 2019
            • What it means
            • The Market – What You Need to Know

              • Market expected to experience slow growth through 2023
                • Increased prices keep diaper sales afloat; other retailers dominate market
                  • Cloth diapers and Amazon disrupt diaper market
                    • Slowing birth rate creates market challenges
                    • Market Size and Forecast

                      • Market expected to continue experiencing slow growth through 2023
                        • Figure 8: Total US sales and fan chart forecast of disposable baby products, at current prices, 2013-23
                        • Figure 9: Total US retail sales and forecast of disposable baby products, at current prices, 2013-23
                    • Market Breakdown

                      • Increased prices keep diaper sales afloat
                        • Figure 10: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2013-23
                      • Other retailers continue to dominate the market
                        • Figure 11: Total US retail sales of disposable baby products, by channel, at current prices, 2013-18
                    • Market Perspective

                      • Growing popularity of cloth diapers disrupts disposable diaper segment
                          • Figure 12: Mentions of #ClothDiapers and #MakeClothMainstream, Twitter and Instagram, November 2015-18
                        • Amazon continues to challenge the baby diaper market
                        • Market Factors

                          • Slowing birth rate creates market challenges
                            • Figure 13: Average age of mother at first birth, 1990-17
                          • Younger parents are purchasing a wider range of products
                            • Figure 14: Repertoire of disposable baby product purchases, by age, January 2019
                        • Key Players – What You Need to Know

                          • P&G and Kimberly-Clark dominate, but private label is stepping up
                            • Reliance on name brands supports adult brands’ expansion into baby market
                              • Negative publicity challenges J&J; diaper usage continues to decline
                                • CBD oil is no longer reserved for just adults
                                • Company and Brand Sales of Disposable Baby Products

                                  • P&G and Kimberly-Clark dominate, but private label is stepping up
                                    • Sales of disposable baby products by company
                                      • Figure 15: Multi-outlet sales of disposable baby products by leading companies, rolling 52 weeks 2017 and 2018
                                  • What’s Working?

                                    • Adult brands are successfully expanding into baby personal care market
                                      • Figure 16: Multi-outlet sales of baby personal care products, by select brands, rolling 52 weeks 2017 and 2018
                                    • Majority of shoppers stick with brand names
                                      • Figure 17: Brand preferences, any disposable baby product (net), January 2019
                                  • What’s Struggling?

                                    • Despite new baby personal care line, J&J continues to lose share
                                      • Figure 18: Multi-outlet sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                    • Declining birth rates and waste concerns contribute to diaper usage declines
                                      • Figure 19: Percentage of households that used disposable diapers/underpants or training pants in the last 6 months, April 2012-June 2018
                                  • What’s Next?

                                    • CBD oil is no longer reserved for just adults
                                    • The Consumer – What You Need to Know

                                      • Usage of disposable diapers and wipes is high but declining
                                        • Diapers and wipes need to be more durable and eco-friendly
                                          • More adults are purchasing baby personal care products
                                            • Safety-related benefits and expert advice are reassuring for parents
                                              • Most purchases made at mass merchandisers; online has momentum
                                                • Parents seek innovations focused on convenience, efficiency, and health
                                                • Disposable Diaper and Wipe Purchases and Brand Preferences

                                                  • Usage of disposable diapers and wipes is high but declining
                                                    • Figure 20: Purchases of disposable baby diapers, training pants and wipes, December 2017 and January 2019
                                                  • Disposable diapers more likely to be purchased by parents aged 18-34
                                                    • Figure 21: Purchases of disposable baby diapers, training pants and wipes, by age, January 2019
                                                  • Gender roles are shifting, but moms still drive baby product purchases
                                                    • Figure 22: Purchases of disposable baby diapers, training pants and wipes, by gender, January 2019
                                                  • Hispanic households have greater need for diapers and wipes
                                                    • Figure 23: Disposable baby diaper, training pants, and wipe purchases, by Hispanic origin, January 2019
                                                  • Most parents purchase diapers and wipes from name brands
                                                    • Figure 24: Brand preferences for disposable diapers, training pants, and wipes, January 2019
                                                  • Parents of infants opt for brands they know and trust
                                                    • Figure 25: Brand preferences for disposable diapers, training pants, and wipes, by age of child, January 2019
                                                  • Hispanic adults buy from trusted brands
                                                    • Figure 26: Brand preferences for disposable diapers, training pants, and wipes, by Hispanic origin, January 2019
                                                • Frustrations with Disposable Diapers and Wipes

                                                  • Diapers and wipes need to be more durable and eco-friendly
                                                      • Figure 27: Frustrations with disposable diapers and wipes, January 2019
                                                    • Men are confused and frustrated with diapers and wipes
                                                      • Figure 28: Select frustrations with disposable diapers and wipes, by gender, January 2019
                                                    • Category concerns are impacted by the age of parents
                                                      • Figure 29: Select frustrations with disposable diapers and wipes, by age, January 2019
                                                    • Hispanic parents have environmental concerns with disposable diapers
                                                      • Figure 30: Select frustrations with disposable diapers and wipes, by Hispanic origin, January 2019
                                                  • Baby Personal Care Product Purchases and Brand Preferences

                                                    • More adults are purchasing baby personal care products
                                                      • Figure 31: Baby personal care product purchases, December 2017 and January 2019
                                                    • Younger parents and parents of infants drive baby product purchases
                                                      • Figure 32: Select baby personal care product purchases, by age and age of child, January 2019
                                                    • Hispanic parents are heavier users of baby personal care products
                                                      • Figure 33: Select baby personal care product purchases, by Hispanic origin, January 2019
                                                    • Most parents buy baby personal care products from name brands
                                                      • Figure 34: Brand preferences for baby personal care products, January 2019
                                                    • Parents of infants buy from trusted brands
                                                      • Figure 35: Brand preferences for baby personal care products, by age of child, January 2019
                                                    • Hispanic parents buy from brands they know and trust
                                                      • Figure 36: Brand preferences for baby personal care products, by Hispanic origin, January 2019
                                                  • Purchase Influencers for Baby Personal Care Products

                                                    • Safety-related benefits and expert advice are reassuring
                                                        • Figure 37: Purchase influencers, January 2019
                                                      • Older adults focus on ingredients; young adults seek input from others
                                                        • Figure 38: Select purchase influencers, by age, January 2019
                                                      • Hispanics are influenced by a variety of benefits
                                                        • Figure 39: Select purchase influencers, by Hispanic origin, January 2019
                                                    • Purchase Location

                                                      • Most purchases made at mass merchandisers; online has momentum
                                                        • Figure 40: Purchase locations, January 2019
                                                      • Moms stick with mass merchandisers, while dads tend to shop around
                                                        • Figure 41: Select purchase locations, by gender, January 2019
                                                      • Mass merchandisers are go-to retailer, regardless of age
                                                        • Figure 42: Select purchase locations, by age, January 2019
                                                    • Trial and Interest in Product Innovations

                                                      • Parents seek innovations focused on convenience, efficacy, and health
                                                        • Recycling services are driving consumer interests due to environmental concerns
                                                          • Personalization garners strong interest
                                                            • Figure 43: Trial and interest in product innovations, January 2019
                                                          • Men seek innovations that provide guidance
                                                            • Figure 44: Trial and interest in select product innovations, any interest or trial (net), by gender, January 2019
                                                          • Younger parents express greater interest in innovations
                                                            • Figure 45: Trial and interest in select product innovations, any interest or trial (net), by age, January 2019
                                                          • Hispanics’ elevated interest in innovations indicates opportunities
                                                            • Figure 46: Trial and interest in select product innovations, any interest or trial (net), by Hispanic origin, January 2019
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – The Market

                                                                        • Figure 47: Total US sales and forecast of disposable baby products, at inflation-adjusted prices, 2013-23
                                                                        • Figure 48: Total US retail sales of disposable baby products, by segment, at current prices, 2016 and 2018
                                                                        • Figure 49: Total US retail sales and forecast of disposable diapers/training pants, at current prices, 2013-23
                                                                        • Figure 50: Total US retail sales and forecast of baby personal care products, at current prices, 2013-23
                                                                        • Figure 51: Total US retail sales of disposable baby products, by channel, at current prices, 2016 and 2018
                                                                        • Figure 52: US supermarket sales of disposable baby products, at current prices, 2013-18
                                                                        • Figure 53: US drug store sales of disposable baby products, at current prices, 2013-18
                                                                        • Figure 54: US sales of disposable baby products through other retail channels, at current prices, 2013-18
                                                                    • Appendix – Key Players

                                                                        • Figure 55: Multi-outlet sales of baby diapers/training pants, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                        • Figure 56: Multi-outlet sales of baby wipes/moist towelettes, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                                    Disposable Baby Products - US - April 2019

                                                                    US $4,395.00 (Excl.Tax)