This market report covers the US disposable baby products market in extensive detail. Market size, market share, segment performance, consumer trends and more are explored by our expert to provide you with actionable strategies.
Below, we summarise the key topics analysed and offer handpicked insights from the full report.
Key Topics Analysed
- Changes in DBP purchases in response to high inflation.
- Sustainable disposable diaper innovation.
- The importance of skin health claims within the baby personal care category.
- Important attributes parents consider when purchasing baby personal care products.
- Impact of falling birthrates on the DBP market.
US Disposable Baby Products Market Overview
America’s declining birth rate presents a challenge for the disposable baby products (DBPs) market. However, with the increasing age of first-time parents, the likelihood of financial stability also increases. With this, parents are spending more and gravitating towards premium DBPs, and the market will see overall growth in the future as a result.
Find a full market size and market share analysis in the report, along with segment performance and key market drivers.
DBP Consumer Trends and Demographics to Target
Many parents are feeling financially stressed. So, while those more financially secure are trading up, less financially stable parents are trading down, notably to private label. This split reflects the need for mass-market DBP brands to strike a balance between providing parents value while appealing to growing interest in premium DBPs.
50% of parents prioritise sustainable living, compared to 37% of non-parents. On top of this, within the parent demographic first-time parents are the most environmentally conscious. This reflects a need for brands to position sustainable DBP innovation and marketing towards first-time parents, who seek diapers and wipes made with natural fibres, and refillable baby personal care product packaging.
For a complete breakdown of consumer trends and opportunities for DBP brands, buy the full report. Alternatively, browse our Babies, Children and Family market research, or for a broader scope, our BPC market research.
Products and Brands Discussed
Products covered: 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, and petroleum jelly.
Many niche and leading companies and brands are discussed and covered in this report, within the scope of analysis.
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Expert Analysis from a Leading Analyst
This report, written by Caleb Bryant, delivers in-depth commentary and analysis to highlight current trends in the US disposable baby products market, adding expert context to the numbers.
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 secure are increasingly trading up to premium-tier DBPs while financially insecure parents are searching for the best deals and often opting for private label DBPs. This market bifurcation leaves mid-tier brands at risk of being stuck in the middle and indicates the need for large mid-tier brands to provide parents value while also creating premium DBP line extensions and new brands that appeal to financially comfortable parents.
Caleb Bryant
Associate Director Analyst
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top takeaways
- Consumer trends
- Parents go high end or low end depending on current economic situation
- Figure 1: Trended brand preferences, net – Any disposable diaper/training pants, by financial health situation, 2022-23
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- Figure 2: Trended brand preferences, net – Any baby personal care products, by financial health situation, 2022-23
- FTPs drive interest in sustainable DBPs
- Figure 3: DBP attitudes, agree, among first-time parents, 2022
- Skin health claims are table stakes in the baby personal care category
- Figure 4: Baby personal care products – Important attributes, among first-time parents, 2023
- Competitive strategies
- Start-up brands are pushing the diaper market toward a more eco-friendly future
- Figure 5: Environmentally friendly diaper brand examples
- Trending medical skincare claims cross over into the baby personal care category
- Figure 6: Baby personal care product claims, 2019-22
- Soothing scents offer relaxation to babies and parents
- Figure 7: Aromatherapy claim examples – Baby personal care products
- Market predictions
- Figure 8: Total US retail sales and forecast of disposable baby products, at current prices, 2018-28
- Figure 9: Category outlook, 2023-28
- Opportunities
- Mass market brands must strike a balance between high end and value for all
- Figure 10: New brands and premium line extensions from leading DBP companies
- Premium private label is a whitespace opportunity
- Figure 11: Baby personal care products: claim comparison, private label vs non-private label, products launched in 2022
- Enhance baby personal care products with sun safe ingredients
- Figure 12: Attitudes and behaviors toward sunscreen and protection for children, among parents with child/children aged 5 and under, 2022
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Market Size and Forecast
- Rising prices and premiumization lift DBP market despite declining birthrate
- Figure 13: Total US retail sales and forecast of disposable baby products, at current prices, 2018-28
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- Figure 14: Total US retail sales and forecast of disposable baby products, at current prices, 2018-28
- Rising prices and premiumization lift DBP market despite declining birthrate
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Segment Performance
- Trading up behaviors drives the disposable diaper segment
- Figure 15: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2018-28
- Figure 16: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2018-28
- Trading up behaviors drives the disposable diaper segment
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Market Drivers
- Financial uncertainty creates short and long-term market challenges
- Figure 17: Trended financial health situation, among parents with a child/children under 18, 2022-23
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- Figure 18: US annual births, 2010-21
- Governments ease the financial burden of rising diaper prices
- Financial uncertainty creates short and long-term market challenges
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Key Players
- Major diaper companies lose incremental market share as consumers trade up and trade down
- Figure 19: Multi-outlet sales of disposable diapers/training pants, by leading companies and brands, rolling 52 weeks 2022 and 2023
- Rising interest in baby skin health benefits premium baby personal care brands
- Figure 20: Multi-outlet sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2022 and 2023
- Major diaper companies lose incremental market share as consumers trade up and trade down
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Competitive Strategies and Market Opportunities
- Elevate private label as budget-conscious consumers look to trade down
- Figure 21: Baby personal care products: Claim comparison, private label vs non-private label, products launched in 2022
- Figure 22: Premium product examples from mass market DBP companies
- Proudly reflect America’s growing multicultural population
- Figure 23: Product examples – Proudly
- Figure 24: US Population, by race and Hispanic origin, 2018-28
- Start-up brands’ sustainability claims pressure leading brands
- Figure 25: Environmentally friendly diaper brand examples
- Figure 26: Sustainable claims from mass market diaper brands
- Figure 27: Diaper product claims, 2019-22
- Relaxing scents calm babies and alleviate parents’ Hyper Fatigue
- Figure 28: Mental health conditions, 2022
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- Figure 29: Aromatherapy claim examples – Baby personal care products
- Skin health claims are front and center in the baby personal care category
- Figure 30: Baby personal care product claims, 2019-22
- Fast-growing suncare category suggests new opportunities for baby-specific products
- Figure 31: Attitudes and behaviors toward sunscreen and protection for children, among parents with child/children aged 5 and under, 2022
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- Figure 32: Baby sunscreen products
- Elevate private label as budget-conscious consumers look to trade down
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The Disposable Baby Product Consumer – Fast Facts
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Trended DBP Purchases
- Financially comfortable parents adopt more sustainable DBPs
- Figure 33: Trended disposable baby product purchases, 2022-23
- Figure 34: Trended disposable baby product purchases, by financial health situation, 2022-23
- Financially comfortable parents adopt more sustainable DBPs
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Trended DBP Brand Preferences
- Mainstream brands risk being stuck in the middle as consumers trade up or trade down
- Figure 35: Trended brand preferences, disposable baby wipes/disposable diapers/disposable training pants, 2022-23
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- Figure 36: Trended brand preferences, baby personal care products, 2022-23
- Figure 37: Trended brand preferences, net – Any disposable diaper/training pants, by financial health situation, 2022-23
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- Figure 38: Trended brand preferences, net – Any baby personal care products, by financial health situation, 2022-23
- Premium DBP brands can grow within drug store channels
- Figure 39: Brand preferences, net – Any disposable diaper/training pants, by primary disposable baby products retailer, 2023
- Figure 40: Brand preferences, net – Any baby personal care products, by primary disposable baby products retailer, 2023
- Mainstream brands risk being stuck in the middle as consumers trade up or trade down
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DBP Purchase Location
- FTPs are up for grabs
- Figure 41: DBP purchase location, among first-time parents, 2023
- Dollar stores can gain ground in the DBP market
- Figure 42: DBP purchase location, by financial health situation, 2023
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- Figure 43: Dollar store private label DBP examples
- FTPs are up for grabs
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Baby Personal Care Products – Important Attributes
- Influencers are a trusted information source among FTPs
- Figure 44: Baby personal care products – Important attributes, among first-time parents, 2023
- Influencers are a trusted information source among FTPs
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Disposable Diaper/Wipes Attitudes and Behaviors
- Barriers result in brand switching behaviors
- Figure 45: Disposable diapers/wipes attitudes and behaviors, among first-time parents, 2022
- Barriers result in brand switching behaviors
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DBP Attitudes
- Assuage parents’ sustainability concerns
- Figure 46: DBP attitudes, agree, among first-time parents, 2022
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- Figure 47: DBP attitudes, agree, by financial health situation, 2022
- Assuage parents’ sustainability concerns
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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Appendix – The Market
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- Figure 48: Total US retail sales and forecast of disposable baby products, at inflation-adjusted prices, 2018-28
- Figure 49: Average annual household spending on disposable baby products, 2018-23
- Figure 50: Total US retail sales and forecast of disposable diapers/training pants, at inflation-adjusted prices, 2018-28
- Figure 51: Growth of multi-outlet dollar sales and volume sales of disposable diapers/training pants, 2017-22
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- Figure 52: Total US retail sales and forecast of baby wipes/moist towelettes, at inflation-adjusted prices, 2018-28
- Figure 53: Growth of multi-outlet dollar sales and volume sales of baby wipes/moist towelettes, 2017-22
- Figure 54: Total US retail sales and forecast of baby personal care products, at inflation-adjusted prices, 2018-28
- Figure 55: Growth of multi-outlet dollar sales and volume sales of baby personal care products, 2017-22
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- Figure 56: Total US retail sales of disposable baby products, by channel, at current prices, 2021 and 2023
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Appendix – Companies and Brands
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- Figure 57: Multi-outlet sales of disposable baby products, by leading companies, rolling 52 weeks 2022 and 2023
- Figure 58: Multi-outlet sales of baby wipes/moist towelettes, by leading companies and brands, rolling 52 weeks 2022 and 2023
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