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Description

Description

"After experiencing plummeting sales in 2017, the disposable baby products market continues to stabilize, reaching $8 billion in total 2019 retail sales, an increase of 1.7% from 2018-19. However, market sales are expected to slow due to declining birth rates, parents’ value-driven approach to the category, as well as increased competition from private label, online retailers and subscription services."

- Olivia Guinaugh, Home & Personal Care Analyst

This Report looks at the following areas:

  • Declining birth rate impacts pool of consumers
  • Nearly all baby personal care products see declines in usage
  • Private label continues to disrupt the baby diapers and wipes market

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Total US sales and fan chart forecast of disposable baby products market, at current prices, 2014-24
        • The issues
          • Declining birth rate impacts pool of consumers
            • Figure 2: Annual births and general fertility rate, 2007-17
          • Nearly all baby personal care products see declines in usage
            • Figure 3: Select baby personal care product purchases, December 2017, January 2019 and January 2020
          • Private label continues to disrupt the baby diapers and wipes market
            • Figure 4: Multi-outlet sales of private label disposable baby products, rolling 52 weeks 2018 and 2019
          • Mass merchandisers are go-to retailer, but watch out for Amazon
            • Figure 5: Select purchase locations, January 2020
          • The opportunities
            • Parents want eco-friendly, yet convenient solutions to diaper waste
              • Figure 6: Trial and interest in cloth diapers and select attitude toward cloth diapers, January 2020
            • Strong interest in innovations indicates opportunities to boost market
              • Figure 7: Trial and interest in select product innovations, January 2020
            • What it means
            • The Market – What You Need to Know

              • Market expected to continue sluggish sales through 2024
                • Disposable baby diapers see gains, but declines are on the horizon
                  • Parents want eco-friendly, yet convenient solutions
                    • Declining birth rates impact market as a whole
                    • Market Size and Forecast

                      • Market expected to continue sluggish sales through 2024
                        • Figure 8: Total US sales and fan chart forecast of disposable baby products market, at current prices, 2014-24
                        • Figure 9: Total US retail sales and forecast of disposable baby products, at current prices, 2014-24
                    • Market Breakdown

                      • Disposable baby diapers see gains, but declines are on the horizon
                        • Baby personal care product sales see significant declines
                          • Figure 10: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2014-24
                        • Dominance of other retailers is driven by mass and online retailers
                          • Figure 11: Total US retail sales of disposable baby products, by channel, at current prices, 2014-19
                      • Market Perspective

                        • Parents want sustainable, yet convenient solutions to diaper waste
                          • Figure 12: Trial and interest in cloth diapers, January 2020
                        • Trends happening in adult BPC market are moving into baby care space
                          • Clean beauty for all ages
                            • Figure 13: Pipette Baby Instagram posts
                          • Dabble & Dollop’s bath products transform bathing into a fun-filled experience
                            • Figure 14: Instagram post from Dabble & Dollop
                        • Market Factors

                          • Declining birth rates impact market as a whole
                            • Figure 15: Annual births and general fertility rate, 2007-17
                            • Figure 16: Average age of mother at first birth, 1990-2017
                        • Key Players – What You Need to Know

                          • P&G and Kimberly-Clark dominate but need to keep eye on private label
                            • Private label steps up its diaper/wipe game; negative publicity continues to challenge J&J
                              • Expect more tech and eco-friendly innovations; clean will be expected
                              • Company and Brand Sales of Disposable Baby Products

                                • P&G and Kimberly-Clark dominate but need to keep eye on private label
                                  • Figure 17: Pampers Aqua Pure wipes and GoodNites disposable training pants
                                • Sales of disposable baby products by company
                                  • Figure 18: Multi-outlet sales of disposable baby products, by leading companies, rolling 52 weeks 2018 and 2019
                              • What’s Happening?

                                • Private label brands continue to step up their diaper and wipe offerings
                                  • Figure 19: Multi-outlet sales of private label disposable baby products, rolling 52 weeks 2018 and 2019
                                • Store brand diapers and wipes to watch
                                  • Figure 20: Parent’s Choice diapers and wipes
                                  • Figure 21: Instagram posts from Earth + Eden
                                  • Figure 22: Cloud Island diapers and wipes
                                • J&J continues to struggle due to negative publicity
                                  • Figure 23: Multi-outlet sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                              • What’s Next?

                                • Health and wellness tracking is no longer reserved for just adults
                                  • Figure 24: Instagram posts of Lumi by Pampers
                                • Recycling services appeal to time-constrained, yet eco-conscious parents
                                  • Who is doing this well?
                                    • Figure 25: Instagram post from EarthBaby
                                  • Clean and natural will no longer be a differentiator for baby brands
                                    • Figure 26: Instagram posts from Johnson’s Baby
                                    • Figure 27: Cloud Island baby personal care products
                                • The Consumer – What You Need to Know

                                  • Parents see value in store brands and inconvenience in cloth diapers
                                    • Nearly all baby personal care products experience declining usage
                                      • Parents stick with brands they know and trust
                                        • Mass merchandisers are go-to retailer, but look out for Amazon
                                          • Parents express interest in wide range of product innovations
                                          • Diaper and Wipe Purchases and Brand Preferences

                                            • Disposable diaper and wipe usage continues to decline
                                              • Figure 28: Purchases of disposable baby diapers, training pants and wipes, December 2017, January 2019 and January 2020
                                              • Figure 29: Purchases of cloth diapers and disposable inserts for cloth diapers, January 2020
                                            • Cloth diaper usage is mostly driven by young parents
                                              • Figure 30: Purchases of disposable baby diapers, training pants and wipes, by age, January 2020
                                            • Diaper needs change as children age
                                              • Figure 31: Purchases of disposable baby diapers, training pants and wipes, by age of child, January 2020
                                            • Most parents buy diapers and wipes from name brands . . . for now
                                              • Figure 32: Brand preferences for disposable diapers, training pants and wipes, January 2020
                                            • Age of child impacts brand preferences for baby wipes
                                              • Figure 33: Brand preferences for disposable diapers, training pants and wipes, by age of child, January 2020
                                            • Young parents drive natural baby diaper and wipe purchases
                                              • Figure 34: Brand preferences for disposable diapers, training pants and wipes, by age, January 2020
                                          • Attitudes and Behaviors toward Baby Diapers and Wipes

                                            • Parents see value in store brands and inconvenience in cloth diapers
                                              • Figure 35: Attitudes and behaviors toward baby diapers and wipes, January 2020
                                            • Cloth diapers require too much maintenance for older parents
                                              • Figure 36: Attitudes and behaviors toward baby diapers and wipes, by age, January 2020
                                            • Younger parents are moving away from gendered products
                                              • Figure 37: Instagram post from Tootsa
                                          • Baby Personal Care Product Purchases and Brand Preferences

                                            • Nearly all baby personal care products experience declining usage
                                              • Figure 38: Baby personal care product purchases, December 2017, January 2019 and January 2020
                                            • Safety concerns and adult BPC products also contribute to declining usage
                                              • Figure 39: Instagram posts from Plant Apothecary and miniOrganics
                                            • Parents of infants drive baby personal care product purchases
                                              • Figure 40: Baby personal care product purchases, by age of child, January 2020
                                            • Hispanic parents are a prime target for baby personal care brands
                                              • Figure 41: Baby personal care product purchases, by Hispanic origin, January 2020
                                            • Parents buy from brand names
                                              • Figure 42: Brand preferences for baby personal care products, January 2020
                                            • Parents of babies rely on brand names
                                              • Figure 43: Brand preferences for baby personal care products, by age of child, January 2020
                                          • Attitudes and Behaviors toward Baby Personal Care Products

                                            • Parents stick with brands they know and trust
                                              • Figure 44: Attitudes and behaviors toward baby personal care products, January 2020
                                            • As children age, priorities change
                                              • Figure 45: Select attitudes and behaviors toward baby personal care products, by age of child, January 2020
                                            • Hispanic parents are brand loyal
                                              • Figure 46: Buy from familiar brands, by Hispanic origin, January 2020
                                          • Purchase Location

                                            • Mass merchandisers are go-to retailer, but look out for Amazon
                                              • Figure 47: Purchase location, January 2020
                                            • Lifestage factors impact where parents shop
                                              • Figure 48: Select purchase locations, by age, January 2020
                                          • Trial and Interest in Product Innovations

                                            • Parents express interest in wide range of product innovations
                                              • Don’t underestimate the value of convenience
                                                • Tech designed to help parents help their babies are valued
                                                  • Parents want eco-friendly, yet convenient innovations
                                                    • Figure 49: Trial and interest in product innovations, January 2020
                                                  • Younger parents express interest in nearly all innovations
                                                    • Figure 50: Trial and interest in select product innovations, any interest or trial (net), by age, January 2020
                                                  • Tech innovations resonate with dads
                                                    • Figure 51: Trial and interest in apps and smart diapers, any interest or trial (net), by gender, January 2020
                                                • Appendix – Data Sources and Abbreviations

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

                                                                • Figure 52: Total US sales and forecast of disposable baby products, at inflation-adjusted prices, 2014-24
                                                                • Figure 53: Total US retail sales of disposable baby products, by segment, at current prices, 2017 and 2019
                                                                • Figure 54: Total US retail sales and forecast of disposable diapers/training pants, at current prices, 2014-24
                                                                • Figure 55: Total US retail sales and forecast of baby wipes/moist towelettes, at current prices, 2014-24
                                                                • Figure 56: Total US retail sales and forecast of baby personal care products, at current prices, 2014-24
                                                            • Appendix – Retail Channels

                                                                • Figure 57: Total US retail sales of disposable baby products, by channel, at current prices, 2017 and 2019
                                                                • Figure 58: US supermarket sales of disposable baby products, at current prices, 2014-19
                                                                • Figure 59: US drugstore sales of disposable baby products, at current prices, 2014-19
                                                                • Figure 60: US sales of disposable baby products through other retail channels, at current prices, 2014-19
                                                            • Appendix – Key Players

                                                                • Figure 61: Multi-outlet sales of disposable diapers/training pants, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                • Figure 62: Multi-outlet sales of baby wipes/moist towelettes, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                            • Market

                                                              Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                            • Consumer

                                                              Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                            • Brand/Company

                                                              Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                            • Data

                                                              Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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