2025
9
US Baby Disposables Market Report 2025
2025-07-21T02:05:17+00:00
REPA663B2C2_DE36_4358_B04F_77F66C505B27
3695
184727
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Report
en_GB
The US disposable baby products market, forecast to reach $10.18bn in 2025 with a modest 0.2% growth, demonstrates resilience despite economic pressures. Long-term value sales are projected to grow 13.4%,…
US
Nappies and Baby Products
simple

US Baby Disposables Market Report 2025

"The baby disposables market expands steadily, shaped by rising demand for premium, sustainable, and cost-effective solutions."

Lindsay Cameron, Analyst - Health & Wellness
  • The US disposable baby products market is forecast to reach $10.18 billion in 2025 with modest 0.2% growth, demonstrating resilience despite economic pressures. Long-term value sales are projected to grow 13.4%, reaching $11.5 billion by 2030, highlighting the essential nature of these products.
  • Parents prioritize high-quality, safe, and comfortable products, with premium options featuring hypoallergenic materials and advanced absorbency being especially popular. Making these products more accessible in stores and offering sample sizes can help attract new buyers.
  • Sustainability is a key focus for many parents, with demand for eco-friendly options like compostable diapers or hybrid reusable-disposable products. Simple and affordable sustainable solutions can help brands connect with environmentally conscious families.
  • Rising prices are making families more cost-conscious, creating opportunities for brands to offer discounts on bulk purchases or loyalty rewards to build trust and encourage repeat purchases.
  • To stand out in a competitive market, brands must balance affordability, sustainability, and innovation, addressing parents’ needs while maintaining product quality and value.

This report looks at the following areas:

  • Rising demand for health-focused baby products
  • Growth of premium brands in retail settings
  • Buying patterns in personal care and diapers
  • Brand preferences across categories (mainstream, premium, store brands)
  • Popular purchasing locations for disposable baby products
  • Consumer habits in buying baby disposable items
  • Key factors influencing diaper and training pant purchases
  • Perspectives on reusable diapers, diaper costs, innovations, and common frustrations

The baby disposables market expands steadily, shaped by rising demand for premium, sustainable, and cost-effective solutions.

Lindsay Cameron, Analyst – Health & Wellness

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Market size and forecast
    • Market predictions
    • What consumers want and why
    • Opportunities
    • Expansion of premium products
    • Bridge the knowledge gap on microbiome care in childcare products
    • Educate the science behind baby skincare needs
    • Circular diapers offer brands a path to eco-innovation
  2. 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
  3. Consumer Insights

    • Consumer fast facts
    • Baby and children’s product purchasing
    • Decline in disposables hints at growing interest in sustainability
    • Graph 7: trended baby product purchases, 2022-25
    • Cloth diapering gains traction with Gen Z and hybrid-friendly solutions
    • Personal care sees decline in purchases
    • Graph 8: trended baby product purchases, 2022-25
    • Leverage viral recognition to solidify expertise in zinc-oxide-based solutions
    • Types of disposable baby product brands purchased
    • Nearly one third of the disposable categories consist of premium choices
    • Graph 9: trended types of disposable baby product brand purchased, 2022-2025
    • Nearly one third of the disposable categories consist of premium choices
    • Adapt strategies to reflect widening financial divides
    • Graph 10: types of baby product brands typically bought (NET) – any disposable diaper/training pant/wipe, by income group, 2025
    • Leverage existing trust by emphasizing inclusivity in branding and messaging
    • Graph 11: types of baby product brands typically bought (NET) – any disposable diaper/training pant/wipe, by race/ethnicity, 2025
    • Well-known brands shape baby personal care selections
    • Graph 12: type of baby personal care brand type purchased, 2025
    • Purchase location
    • Convenience and affordability drive where most people purchase disposable baby products
    • Graph 13: top locations for purchasing disposable baby products, 2025
    • Leverage physical retail to boost discovery of premium products
    • Graph 14: top locations for purchasing disposable baby products, by type of disposable typically purchased, 2025
    • Target simplifies premium diaper access with enhanced availability
    • Honor moms’ sacrifices to resonate with their struggles
    • Disposable baby product purchase habits
    • Physical access and savings drive purchase habits
    • Graph 15: disposable baby product purchase habits, 2025
    • Make switching hard with smart cost-saving options
    • Graph 16: cost saving shopping habits for disposable baby products, by financial situation, 2025
    • Capture premium audience with personalization and engagement
    • Graph 17: select purchasing habits of disposable baby products, by disposable brand type, 2025
    • Important factors toward diaper and training pants selection
    • Absorbancy is the most sought-after feature in diaper selection
    • Graph 18: important factors in diaper selection, 2025
    • Training pants that keep kids comfy make life easier for parents
    • Graph 19: important factors in training pants selection, 2025
    • Attitudes toward disposable baby products
    • Highlighting quality is vital, even as affordability gains importance
    • Graph 20: attitudes and behaviors toward the cost of disposable baby products, by financial situation, 2025
    • Build trust with safe, simple and transparent innovations
    • Encourage cloth diapering without full-time commitment for Gen Z
    • Graph 21: interest in cloth diaper support and resources, by generation, 2025
  4. INNOVATION AND MARKETING STRATEGIES

    • Launch activity and innovation
    • In 2024, paraben-free and dermatological claims saw the greatest increases
    • Graph 22: babies & toddlers (aged 0-4) diaper launches, by claim, 2020-24
    • Support parents seeking safer, transparent ingredients
    • Collaborate with trusted dermatologists to boost credibility
    • Fungi-powered diapers could make sustainability effortless
    • Marketing and advertising
    • Brands appeal to Gen Z and Millennials desire for autheticity in ads
    • Circular diaper system tackles waste sustainably
    • Parents don’t have to go to extremes to prevent blowouts
  5. 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.

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