US Disposable Baby Products Market Report 2022
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This report provides comprehensive and current information and analysis of the Disposable Baby Products market including Disposable Baby Products market size, anticipated market forecast, relevant market segmentation, and industry trends for the Disposable Baby Products market in the US.
Current market landscape
The pandemic prompted 8% of all prospective US parents and 12% of those aged 25-34 to put off having a baby until 2021. In the context of the country’s historically low birthrate, last year’s extra births count as a baby boom. The category is still fraught with challenges. Supply chain snarls are creating diaper shortages, and extremely high inflation is making these essential products unaffordable for a growing percentage of consumers.
Future trends in the baby diapers market
Still, there is cause for optimism. Innovative challenger brands will drive industry-wide competition around natural fibers in diapers and wipes, while baby personal care brands are adding value with trending adult skincare ingredients that heal and calm skin. This is giving the category an infusion of differentiation to grow in the face of challenging demographic trends.
Brands also have an opportunity to diversify their supply chains. Whether it’s a future pandemic or geo-political event like the conflict in Ukraine, supply chains are proving to be fragile. Diversification will drive long-term supply security in the face of future disruptions.
Read on to discover more about the Disposable Baby Products consumer market, read our US Marketing to Moms Market Report 2021, or take a look at our other Babies, Children, and Family Market research reports.
Quickly understand the baby products industry
- The impact of COVID-19 on consumer behavior and product preference.
- The impact of historically high inflation on the market.
- Brand innovation and marketing strategy, with a focus on supply chain challenges.
- Consumer attitudes, purchase habits and usage of disposable baby products.
Covered in this baby care products market report
Brands include: Proctor & Gamble, Pampers, Luvs, All Good, Kimberly-Clark Corporation, Huggies, Goodnites, The Honest Company, Hello Bello, Clearloop, Millie Moon, Target, Target Clean, Pampers Pure Hybrid, Sposie Dribbles, Water Wipes, Irish Breeze, JD.com, Lenzing, Coterie, Veocel, Suominen, Johnson & Johnson, Aveeno, Destin, Vaseline, Dove, SheaMoisture, Aquaphor, Boudreaux’s, Prestige Consumer Healthcare, Beiersdorf, Unilever, Baby Dove, Babyganics, SC Johnson, Hempress, Trace, Dr. Woods, Lysol, Baby Oilogic, Mustela, P’ure Papayacare.
Expert analysis from a specialist in the disposable baby products market
This report, written by Jamie Rosenberg, a leading analyst in the Household and Personal Care sector, delivers in-depth commentary and analysis to disposable baby products market share to highlight current trends and add expert context to the numbers.
After seven consecutive years of declining birthrates, 45,000 more babies were born in the US in 2021 vs 2020. Parents who delayed having a baby in the early days of the pandemic finally moved ahead with their plans. In response, category sales grew by 6.2% in 2021 based on a combination of more babies, higher prices and significant household savings. Today, just 27% of consumers buy private label disposable baby products. However, they’re depleting their pandemic windfalls during an era of historic inflation. They will become more price sensitive in 2022 and beyond. The wild card, however, comes from the fact that the industry is on the cusp of an innovation renaissance that will drive improved performance, sustainability and cost control. If executed correctly, these innovations have the potential to moderate consumers’ trading down behavior.
Jamie Rosenberg
Associate Director, Household and Personal Care
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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
- Market overview
- Figure 1: Total US sales and fan chart forecast of market, at current prices, 2016-27
- Figure 2: Category outlook, 2022-27
- Opportunities and challenges
- The birthrate grows…a little
- Figure 3: Consumers who have postponed having a child due to the pandemic, by age of parent and existing child, 2022
- The big two become more dominant
- Figure 4: Baby diaper market share and value growth, by company, 52 weeks ending May 15, 2022
- Wipes challenger brands become a bigger threat
- Make diapers more accessible to low-income parents
- Set the stage for natural diaper inputs
- Figure 5: Preference for diapers and wipes with natural materials, by parental experience, 2022
- Take inspiration from adult personal care brands
- Figure 6: Interest in and willingness to pay more for baby skin healing balms infused with super foods, 2022
- Key consumer insights
- Wipes have the highest penetration
- First-time parents are most likely to buy cloth diapers
- There’s still a big wealth gap for eco-niche purchases
- Products that treat and prevent skin disorders drive greatest interest in premium
- Consumers return to in-store shopping
- Free-from is fine, but heritage formats create better brand stories
- Natural fiber diapers will drive enthusiasm
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Market Size and Forecast
- 45,000 more babies aren’t a lot; but we’ll take it
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- Figure 7: Total US sales and fan chart forecast of market, at current prices, 2017-27
- Figure 8: Total US sales and forecast of market, at current prices, 2017-27
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Segment Performance
- Wipes grow on volume, diapers grow on price
- Figure 9: Sales of market, by segment, 2017-27
- Wipes grow on volume, diapers grow on price
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Market Factors
- The birthrate rose for the first time in seven years
- Figure 10: US births, 2011-21
- As the cost of living grows, parents are feeling the pinch
- Figure 11: Consumer Price Index change from previous period, 2007-22
- The birthrate rose for the first time in seven years
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Competitive Strategies and Market Opportunities
- All players gain, but P&G strengthens its diaper position
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- Figure 12: Sales of disposable diapers and training pants, by company, 2021 and 2022
- Store brands and challenger brands close the innovation gap
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- Figure 13: Interest in diapers and wipes with natural materials, by selected demographics, 2022
- Hello Bello goes where no eco-niche brand has gone before
- Figure 14: Hello Bello size 4 diapers
- Millie Moon has a banner first year
- Figure 15: Millie Moon diapers and wipes
- Pampers launches a hybrid diaper
- Figure 16: Pampers Pure Hybrid Diaper
- Sposie launches the first potty training pads
- Figure 17: Sposie Dribbles Training Pads
- Challenger wipes brands pose a credible threat, while store brands slide
- Figure 18: Multi-outlet sales of baby wipes/moist towelettes, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Water Wipes grows on its improved sustainability profile
- Figure 19: Water Wipes Biodegradable Baby Wipes
- Lenzing’s Veocel fabric grows its stake in babycare
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- Figure 20: Coterie Baby Wipes
- J&J loses share to Beiersdorf and upstarts
- Figure 21: Multi-outlet sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2021 and 2022
- An emergence of personal care products for babies with melanated skin
- Baby Dove addresses postpartum mental health
- Figure 22: Baby Dove’s Under Pressure Campaign
- Babyganics expands its baby sunscreen options
- Figure 23: Babyganics Roll-on Baby Sunscreen
- Goodnest launches as a sustainable baby personal care startup
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Market Opportunities
- Hemp diapers could be on the horizon
- Figure 24: Hempress and Trace Femcare period products
- Diversify material inputs as a hedge against supply constraints and inflation
- Hemp diapers could be on the horizon
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The Disposable Baby Product Consumer – Fast Facts
- Wipes have the highest penetration
- First-time parents are most likely to buy cloth diapers
- There’s still a big wealth gap for eco-niche purchases
- Products that treat and prevent skin disorders drive greatest interest in premium
- Consumers return to in-store shopping
- Free-from is fine, but heritage formats create better brand stories
- Natural fiber diapers will drive enthusiasm
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Diaper and Wipe Purchases and Brand Preferences
- Wipes have the highest penetration
- Figure 25: Disposable baby product usage, 2022
- First-time parents are most likely to buy cloth diapers
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- Figure 26: Consumers who buy cloth diapers, by parental experience, 2022
- Store brands have greatest penetration in the wipes segment
- Figure 27: Types of brands purchased, by absorbent category, 2022
- There’s still a big wealth gap for eco-niche purchases
- Figure 28: Types of absorbent brands purchased, by income, 2022
- Parental status also matters
- Figure 29: Types of absorbent brands purchased, by parental status, 2022
- Products that treat and prevent skin disorders drive greatest interest in premium
- Figure 30: Types of baby personal care brands purchased, 2022
- Wipes have the highest penetration
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Purchase Location
- Consumers return to in-store shopping
- Figure 31: Retailers shopped, 2021 vs 2022
- The ecommerce gender divide continues to grow
- Figure 32: Retailers shopped, by age and gender, 2022
- Consumers return to in-store shopping
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Purchase Influencers for Baby Personal Care Products
- Doing no harm has become the key purchase criteria
- Figure 33: Top purchase influencers for baby personal care products, 2022
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- Figure 34: Baby soap, shampoo and skincare products, by health-related claim, 2013-22 (Jan – May)
- Free-from is fine, but heritage formats create better brand stories
- Figure 35: Dr. Woods Naturally Baby Mild Castile Soap
- Doing no harm has become the key purchase criteria
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Attitudes and Behaviors toward Diapers and Wipes
- Nondiapering use of baby wipes is a bright spot for the market
- Figure 36: Attitudes toward diapers and wipes, 2022
- Natural fiber diapers will drive enthusiasm
- Figure 37: Preference for diapers and wipes with natural materials, by parental experience, 2022
- Nondiapering use of baby wipes is a bright spot for the market
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Interest in Innovations
- Health and safety will grow margins
- Figure 38: Lysol Daily Cleanser
- Aromatherapy will deliver strong ROI
- Figure 39: Baby Oilogic 2 in 1 Slumber & Sleep Vapor Bath & Shampoo and Hello Bello Sugar Nighttime Plum Lullaby Bath Bomb
- Figure 40: Interest in and willingness to pay more for baby product innovations, 2022
- Look to adult skincare for innovation cues
- Figure 41: Mustela Baby-Child Mineral Sunscreen Stick and G and M Pure Papaya Care Baby Moisturizing Lotion
- Health and safety will grow margins
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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Appendix – The Market
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- Figure 42: Total US retail sales and forecast of disposable baby products, at inflation-adjusted prices, 2017-27
- Figure 43: Total US retail sales of disposable baby products, by segment, at current prices, 2020 and 2022
- Figure 44: Total US retail sales and forecast of disposable diapers/training pants, at current prices, 2017-27
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- Figure 45: Total US retail sales and forecast of disposable diapers/training pants, at inflation-adjusted prices, 2017-27
- Figure 46: Total US retail sales and forecast of baby wipes/moist towelettes, at current prices, 2017-27
- Figure 47: Total US retail sales and forecast of baby wipes/moist towelettes, at inflation-adjusted prices, 2017-27
- Figure 48: Total US retail sales and forecast of baby personal care products, at current prices, 2017-27
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- Figure 49: Total US retail sales and forecast of baby personal care products, at inflation-adjusted prices, 2017-27
- Figure 50: Total US retail sales of disposable baby products, by channel, at current prices, 2017-22
- Figure 51: Total US retail sales of disposable baby products, by channel, at current prices, 2020 and 2022
- Figure 52: US sales of disposable baby products through other retail channels, at current prices, 2017-22
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