Description

Providing the most comprehensive and up-to-date information and analysis of the US Disposable Baby Products market, including the behaviours, preferences and habits of the consumer.

Due to declining birthrates in recent years, the disposable baby products market was expected to see a decline over 2020. However, stockpiling upon initial lockdown measures in early 2020 meant that babycare essentials saw a spike in growth in the short term and actually saw an increase of 3.4% from 2019.

With economic uncertainties in the wake of the pandemic, birthrates are expected to continue to fall, meaning that the market will see a return to the pre-pandemic decline in the short term. However, savings made by families during 2020 could see them spending more money per child, creating some potential growth.

The predicted post-pandemic baby bust will see a smaller pool of customers, but changes in lifestyle and more awareness of preventative hygiene has shown new areas to expand into. Focusing on the soothing nature of ingredients, and the versatility of products such as babywipes could prove a key way to encourage further market growth.

Read on to discover more details or take a look at all of our US Beauty, Personal Goods and Toiletries market research.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the disposable baby products market.
  • How the market will fare in a post-COVID-19 down economy.
  • Parents’ usage of disposable baby products.
  • Parents’ attitudes and behaviors toward disposable baby products.

Covered in this report

Products: Disposable diapers, disposable training pants, disposable baby wipes, moist towelettes, baby soaps, baby ointments/creams, baby powder, baby lotions, baby shampoo, baby oil, petroleum jelly, baby sunscreen.

Brands: Johnson’s, Baby Dove, Pipette, The Honest Company, Up & Up, CVS Health, Esembly, Dyper, Weleda, California Baby, Wash with Water, Sleep Sense, Babino Mio, Proctor & Gamble (P&G), Kimberly-Clark, Hello Bello, All Good, Evereden, Bubbsi, Huggies.

Expert analysis from a specialist in the field

Written by Olivia Guinaugh, a leading analyst in the Home & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The disposable baby products market has struggled in recent years as birthrates continue to decline. Economic uncertainty caused by the covid-19 outbreak will accelerate this trend, as people tend to wait until they have more financial security before starting or expanding their families. However, adults having children later in life opens pockets of opportunities, as this group will likely be in a more financially stable place, which could result in increased spend per child. Parents’ elevated focus on health and wellness could also lead to increased category spending.

Olivia Guinaugh
Home & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of disposable baby products market, at current prices, 2015-25
    • Opportunities and challenges
    • Expect a large, lasting baby bust due to the COVID-19 pandemic
      • Figure 2: Annual birthrates, 2009-19
    • Bring wellness themes into the baby personal care space
      • Figure 3: Interest in products that promote the emotional wellbeing of babies/young children and hand sanitizer made specifically for babies/young children, January 2021
    • Capitalize on the versatility of baby wipes
      • Figure 4: Select behaviors and attitudes toward disposable baby wipes, January 2021
    • Grow baby sunscreen sales with expanded skin protection benefits
      • Figure 5: Brand preferences for baby sunscreen, January 2021
    • Boost engagement with social media and influencers
    • Offer a new angle on safety by bringing clean beauty into babycare
      • Figure 6: Clean and free-from claims in new baby personal care product launches*, January 2017-December 2020
  3. The Market – Key Takeaways

    • Market expected to take a short-term hit in 2021
    • Baby diapers and personal care products’ sales growth will be short-lived
    • Economic instability caused by COVID-19 impacts birthrates and category spending
    • Tap into wellness themes; reposition cloth diapers; boost engagement with influencers
  4. Market Size and Forecast

    • Market expected to take a short-term hit in 2021
      • Figure 7: Total US sales and fan chart forecast of disposable baby products market, at current prices, 2015-25
      • Figure 8: Total US retail sales and forecast of disposable baby products, at current prices, 2015-25
    • Impact of COVID-19 on disposable baby products
      • Figure 9: Short, medium and long term impact of COVID-19 on disposable baby products, March 2021
    • Immediate impacts
    • Short term
    • Recovery
    • COVID-19: US context
  5. Segment Performance

    • Baby diapers’ and personal care products’ sales growth will be short-lived
      • Figure 10: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2015-25
    • Sales growth for baby wipes continues upward trajectory
  6. Market Factors

    • Expect a large, lasting baby bust due to the COVID-19 pandemic
      • Figure 11: Annual birthrates, 2009-19
    • Delays in having children presents positives
      • Figure 12: Average age of mother at first birth, 1990-2018
    • Economic insecurity leads to higher price sensitivity
  7. Market Opportunities

    • Expand self-care themes into the baby space
      • Figure 13: Instagram posts from Weleda, January 2021
      • Figure 14: Instagram posts from California Baby and Wash with Water, November 2020 and March 2021
    • Reconsider the target audience for cloth diapers
      • Figure 15: Blog post from Sleep Sense
      • Figure 16: Instagram post from Bambino Mio, May 2020
    • Lean into influencers
      • Figure 17: Instagram posts about EmBeba’s Don’t Be Rash Diaper Balm + Skin Protection, December 2020
      • Figure 18: Instagram post from The Bucket List Family, June 2018
  8. Companies and Brands – Key Takeaways

    • P&G and Kimberly-Clark dominate, but watch out for smaller/newer brands
    • Parents want simple, clean ingredients
    • Premium/newer brands disrupt market with clean/ethical claims
  9. Market Share

    • P&G maintains lead, Kimberly-Clark steals share
    • Sales of disposable baby products market by company
      • Figure 19: Multi-outlet sales of disposable baby products, by leading companies, rolling 52 weeks 2019 and 2020
  10. Competitive Strategies

    • Offer a new angle of safety by bringing clean beauty into babycare
      • Figure 20: Clean and free-from claims in new baby personal care product launches*, January 2017-December 2020
      • Figure 21: Instagram post from Evereden, May 2020
    • Premium and new entrants continue to disrupt the market
      • Figure 22: Instagram posts about The Honest Company’s diapers and Hello Bello’s diapers, January 2021
      • Figure 23: Multi-outlet sales of The Honest Company and Hello Bello disposable baby products, rolling 52 weeks 2019 and 2020
      • Figure 24: Instagram posts about Bubbsi products, February 2019 and April 2020
    • Demonstrate ethics through supporting charitable efforts
      • Figure 25: Instagram posts from All Good and Huggies, October 2020 and November 2020
      • Figure 26: Multi-outlet sales of Huggies and All Good disposable baby diapers/training pants, rolling 52 weeks 2019 and 2020
  11. The Consumer – Key Takeaways

    • Declining birthrates impact usage of diapers, but not wipes
    • Capture parents’ attention with influencers and eco yet convenient claims
    • Baby personal care products enjoy widespread usage…for now
    • Mass retailers are parents’ go-to retailer for disposable baby products
    • To win parents’ trust, brands must prove product safety
    • Strong interest in innovations presents opportunities to boost sales
  12. Diaper and Wipe Purchases and Brand Preferences

    • Declining birthrates impact usage of diapers, but not wipes
      • Figure 27: Purchases of disposable baby diapers, training pants, wipes, cloth diapers and disposable inserts for cloth diapers, January 2021
    • Parents want convenient solutions for baby product pollution
      • Figure 28: Huggies Pure Biodegradable Wipes, UK, 2020
    • First-time parents strive to be eco-friendly but quickly learn convenience is key
      • Figure 29: Purchases of disposable baby diapers, training pants, wipes, cloth diapers and disposable inserts for cloth diapers, by parental experience, January 2021
    • Gender roles are shifting, but moms are still the primary target
      • Figure 30: Purchases of disposable baby diapers, training pants and wipes, by gender, January 2021
    • Mainstream brands are parents’ go-to, but watch out for premium brands
      • Figure 31: Brand preferences for disposable diapers, training pants and wipes, January 2021
      • Figure 32: Hello Bello Size 6 Diapers and Pampers Cruisers 360° Fit Size 6 Diapers, US market
    • Cost-saving behaviors increase as parents gain experience
      • Figure 33: Select brand preferences, any disposable baby diaper/training pants (net), by parental experience, January 2021
  13. Attitudes and Behaviors toward Diapers and Wipes

    • Boost brand awareness with influencers
      • Figure 34: Article from Pinterest
    • Some parents take a part-time approach to cloth diapering
      • Figure 35: Select attitudes and behaviors toward diapers and wipes, January 2021
    • Expand functionality of baby wipes
      • Figure 36: Instagram post from Happy Little Campers and Mustela, August 2020 and January 2020
    • Be inspired by ingredients making inroads in other categories
      • Figure 37: Select attitude and behavior toward disposable baby wipes, January 2021
    • Reach expecting and newer parents in trial phase
      • Figure 38: Brand loyalty, by parental experience, January 2021
      • Figure 39: Pampers’ Share the Love Campaign
  14. Baby Personal Care Product Purchases and Brand Preferences

    • Strengthen the message of self-care in baby personal care
      • Figure 40: Purchases of baby personal care products, January 2021
    • Ingredient concerns temper usage of once staples
      • Figure 41: Instagram posts about Pipette’s Baby Cream to Powder, December 2020 and February 2021
    • Purchases of baby-specific products decline as children age
      • Figure 42: Purchases of select baby personal care products, by age of child, January 2021
    • Stress the importance of skin health
      • Figure 43: Brand preferences for baby personal care products, January 2021
      • Figure 44: Instagram post from Weleda Baby, March 2021
    • Parental experience impacts brand preferences
      • Figure 45: Select brand preferences for baby personal care products, any baby personal care product (net), by parental experience, January 2021
      • Figure 46: Instagram posts MyRegistry Baby, February 2021 and April 2019
  15. Purchase Location

    • Mass merchandisers are parents’ go-to retailer for disposable baby products
      • Figure 47: Purchase location, January 2021
    • Mom and dad retailer choice driven by convenience, but in different ways
      • Figure 48: Select purchase locations, by gender, January 2021
  16. Purchase Influencers for Baby Personal Care Products

    • To win parents’ trust, brands must prove product safety
      • Figure 49: Instagram posts from EmBeba, November 2020 and January 2021
      • Figure 50: Instagram post from Evereden, January 2021
    • Take notes from DTC brands on building relationship
      • Figure 51: Purchase influencers for baby personal care products, January 2021
    • Advice from peers and experts provides reassurance
      • Figure 52: Select purchase influencers for baby personal care products, by age of child, January 2021
  17. Interest in Product Innovations

    • Strong interest in innovations presents opportunities to boost sales
    • Deliver tools that help parents along the way
      • Figure 53: Interest in select innovations, January 2021
    • Balance eco-friendly with convenience
      • Figure 54: Instagram post about Dyper’s REDYPER service, January 2021
    • Safety and wellness will drive NPD
      • Figure 55: Interest in select innovations, January 2021
      • Figure 56: Instagram post about Pipette Baby’s Hand Sanitizer, May 2020
      • Figure 57: Dove Kids Care Foaming Body Wash Cotton Candy
    • Help first-time parents navigate parenting
      • Figure 58: Interest in select product innovations, any interest (net), by parental experience, January 2021
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  19. Appendix – The Market

      • Figure 59: Total US retail sales and forecast of disposable baby products, at inflation-adjusted prices, 2015-25
      • Figure 60: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2015-25
      • Figure 61: Average household with kids spending on disposable baby products, by segment, 2015-25
      • Figure 62: Total US retail sales of disposable baby products, by segment, at current prices, 2018 and 2020
      • Figure 63: Total US retail sales and forecast of disposable diapers/training pants, at current prices, 2015-25
      • Figure 64: Total US retail sales and forecast of baby wipes/moist towelettes, at current prices, 2015-25
      • Figure 65: Total US retail sales and forecast of baby personal care products, at current prices, 2015-25
      • Figure 66: Total US retail sales of disposable baby products, by channel, at current prices, 2015-20
      • Figure 67: Total US retail sales of disposable baby products, by channel, at current prices, 2018 and 2020
      • Figure 68: US sales of disposable baby products through other retail channels, at current prices, 2015-20
  20. Appendix – Key Players

      • Figure 69: Multi-outlet sales of disposable diapers/training pants, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 70: Multi-outlet sales of baby wipes/moist towelettes, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 71: Multi-outlet sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2019 and 2020

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