[{"name":"Nappies and Baby Products","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/nappies-baby-products"},{"name":"Market Intelligence Reports","url":"https:\/\/store.mintel.com\/report-type\/market-intelligence-reports"},{"name":"US","url":"https:\/\/store.mintel.com\/markets\/us-market-research"}]
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%,…
"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
Collapse All
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
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
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
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
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.
How can Market Dynamics help your brand?
Gain immediate strategic clarity with quality market data and forecasts.
Understand the ‘why’ behind industry trends with world-class human insight.
Plot your next move with analysis of the competitive landscape and product launch activity.
Uncover opportunities and unlock your growth potential with analyst recommendations.
£ 3,695(Excl.Tax)
Download today with instant access
Pay via credit card or purchase order
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
“The DBP market’s performance reflects the conflict between parents’ interest in premium, high quality, sustainable DBPs vs the challenging economic realities many parents face. As such, the financially...
Resilience continues to define the US personal care market in 2025. Despite growing economic uncertainties, strong wage growth and healthy retail sales support an estimated market value of...
The baby durables market is expected to continue to see growth despite facing headwinds from slowing birth rates and tariff pressures. Parents, particularly first time parents, still need...
The baby durables market is expected to continue to see growth despite facing headwinds from slowing birth rates and tariff pressures. Parents, particularly first time parents, still need...
The baby disposables market expands steadily, shaped by rising demand for premium, sustainable, and cost-effective solutions. Lindsay Cameron, Analyst - Health & Wellness
Market Definitions
This Report includes:
Diapers and training...
This Report explores how US beauty and personal care consumers are redefining "clean" and "sustainable" beyond environmental claims, demanding products that deliver performance, safety and transparency. Today's consumer...
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.