This Market Dynamics report features market data extracted from Mintel’s US Baby Disposables Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US baby disposables market. The full US report is available to purchase here.
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MARKET DYNAMICS
- Market context
- While inflation eased to four-year low, consumers still brace for incoming price hikes
- Graph 1: headline CPI and core CPI, 2021-25
- GPD shrank in Q1 2025 – breaking three years of consistent growth
- Graph 2: quarterly real GDP growth, 2021-25
- Consumer sentiment fell for the fifth consecutive month – sitting at its lowest level since July 2022
- Graph 3: consumer sentiment index, 2022-25
- Market drivers
- Highlight tariff-related price increases and emphasize value to address parents’ concerns
- Tariff uncertainty fuels need for cost-effective solutions
- Age of parenthood is increasing
- Graph 4: mean age, by birth order, 2016–2023
- Redefine disposable products as tools for child growth
- Honest connects product usage to holistic wellbeing
- Market size and forecast
- Retail sales and forecast of disposable baby products, at current prices
- Graph 5: [no title]
- Retail sales and forecast of Retail sales and forecast of disposable baby products, at current prices
- Retail sales and forecast of Retail sales and forecast of disposable baby products, at inflation-adjusted prices
- Market segmentation
- Retail sales of disposable baby products, by segment
- Graph 6: total retail sales and forecast of disposable baby products, by segment, at current prices, 2019-30
- Total retail sales and forecast of disposable baby products, by segment
- Market share/brand share
- Sales of baby disposables, by company
- Sales of disposable diapers/training pants , by company and brand
- Sales of baby wipes/moist towelettes, by company and brand
- Sales of baby personal care products, by company and brand
- Quality first, cost second for private label success
- Diaper suppliers boost US production for growth
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Consumer Insights
- Baby and children’s product purchasing
- Cloth diapering gains traction with Gen Z and hybrid-friendly solutions
- Disposable baby product purchase habits
- Make switching hard with smart cost-saving options
- Graph 7: cost saving shopping habits for disposable baby products, by financial situation, 2025
- Attitudes toward disposable baby products
- Highlighting quality is vital, even as affordability gains importance
- Graph 8: attitudes and behaviors toward the cost of disposable baby products, by financial situation, 2025
- Encourage cloth diapering without full-time commitment for Gen Z
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Fan chart forecast values
- US: average annual household spending on baby and children’s personal care products, 2019-25
- US: total retail sales of baby and children’s personal care products, by segment, at current prices, 2023 and 2025
- US: total retail sales and forecast of disposable diapers/training pants, at current prices, 2019-30
- US: total retail sales and forecast of disposable diapers/training pants, at inflation-adjusted prices, 2019-30
- US: total retail sales and forecast of baby wipes/moist towelettes, at current prices, 2019-30
- US: total retail sales and forecast of baby wipes/moist towelettes, at inflation-adjusted prices, 2019-30
- US: total retail sales and forecast of baby personal care products, at current prices, 2019-30
- US: total retail sales and forecast of baby personal care products, at inflation-adjusted prices, 2019-30
- US: total retail sales of disposable baby products, by channel, at current prices, 2019-25
- US: total retail sales of disposable baby products, by channel, at current prices, 2023 and 2025
- Disposable brands purchased 2022-2025 base sizes
- 2025 baby personal care base sizes
About Mintel Market Dynamics
Mintel’s Market Dynamics reports are built from Mintel’s robust market size data. We pair these comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world.
Created by our team of expert analysts, Market Dynamics connects the dots between market forecasts, consumer sentiment, and brand innovations to give you the full story of how your market is evolving and what your next move should be.
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