DIAPER MARKET ANALYSIS

The global diaper market was valued at US$ 86.1 billion in 2022 and is expected to register a CAGR of 8.5% in terms of revenue, over the forecast period (2023 – 2030), to reach US$ 165.1 billion by 2030. Since the invention of the first disposable diapers, when parents used cloth diapers instead of other conventional and unusual methods that were hazardous, unsanitary, and harmful to infants, diapers have advanced. Diaper materials have evolved over the last ten years, from washable cotton fabric to modern disposable diapers. Modern diapers have significantly reduced the burden on parents, especially working mothers. The forecast period is expected to witness an increase in demand for baby diapers due to an increase in the number of working parents, increased concerns about infant health, and improved knowledge of baby diapers. Furthermore, higher consumer spending and a higher standard of living would create a slew of new opportunities for the global baby diaper industry by forecast period. Among product type, baby diaper segment held the dominant position in the global diaper market in 2022 The baby diaper segment includes regular diapers, diaper pants, training pants, youth pants, baby diaper liners, and other products such as swimming pants, baby changing mats, etc. Furthermore, adult diapers segment is expected to be fastest growing segment during the forecast period. This owes to the rising geriatric population across the globe, due to which demand for adult diapers is expected to increase in the upcoming years.

Global Diaper Market- Impact of Coronavirus (Covid-19) Pandemic

The covid19 impact has had a significant both positive and negative impact on the global diaper market. With the outbreak of the pandemic, there has been a surge in demand for baby diapers, adult diapers, and feminine hygiene products. This increased demand can be attributed to several factors, including stockpiling by consumers, a shift towards online shopping, and an increased focus on personal hygiene. For instance, the impact of covid19 on the global diaper market is the shortage of raw materials used in the production of diapers. With the global supply chains disrupted, the availability of raw materials such as pulp and nonwoven fabrics has been limited, leading to a slower down in production and higher prices for diapers. Another instance is the change in the consumer behavior, with more people opting for the online shopping and home delivery of diapers. The shift has led to an increased demand for e-commerce platforms and delivery services, as well as an increased investment in technology and logistics by diaper manufacturers. Overall vovid19 pandemic has had a significant impact on the global diaper market, leading to changes in production, distribution, and consumer behavior.

Global Diaper Market - Drivers

• Rising Birth rates

As birth rates continuous to rise, the demand for baby diapers has also increased. According to the World Population, For instance, in 2020, India recorded 25 million births, which is a significant driver of the global diaper market in the country. This factor may propel the growth of the global diaper market through forecast period.

• Increasing Awareness about Hygiene

Awareness about personal hygiene has been increasing, especially in emerging economies. For instance, in India, the government launched the “Swachha Bharat Abhiyan” campaign to promote cleanliness and hygiene, which has led to surge in demand for baby diapers, adult diapers, and feminine hygiene products. This factor may rise the growth of the global diaper market through forecast period.

• Increasing demand for Diaper Market in E-commerce Growth

The growth of e-commerce platforms has made it easier for consumers to purchase diapers online, leading to a rise in sales of diapers through online channels. For instance, Amazon.com, Inc. As a dedicated section for diapers, and consumers can easily compare prices and purchase diapers online.

Global Diaper Market - Restraints

• Environmental Concerns

Disposable diapers contribute significantly to environmental waste, which has led to increasing environmental concerns. For instance, in the European Union, regulations have been introduced to limit the amount of waste generated by disposable diapers. This has resulted in a growing demand for eco-friendly and biodegradable diapers, which are often more expensive than traditional disposable diapers. This factor may hinder the growth of the global diaper market by forecast period.

By Distribution channel, hypermarkets & supermarkets accounted the largest market share of global diaper market with 61.70% in 2022. Hypermarkets and supermarkets are the largest distribution channel for diapers, accounting for these majority of sales. These stores typically offer a wide range of diaper brands and sizes, making them a convenient choice for consumers.

Online channels are expected to account for a significant market share over the forecast period owing to increasing number of parenting websites, baby blogs, and online advertising by manufacturers among others. Rising consumer preference towards online shopping is also expected to provide lucrative opportunities for diaper manufacturers. In September 2018, Ontex Group launched ‘healthy’ nappies, which were made available through an online subscription and were delivered to the customer’s address at an affordable price.

Global Diaper Market - Regional Insights

North America is the largest region in the global diaper market, and accounted 38.20% revenue share in 2022, and is expected to contribute a prominent market share in terms of value during the forecast period, owing to the rising incidence of urinary incontinence in the region. According to the National Association of Incontinence, in 2020, 25 million adults in the U.S. are suffering from urinary incontinence. In addition to this, stress urinary incontinence affects an estimated 15 million adult women. Stress urinary incontinence is considered the most prevalent type of incontinence suffered by women in the U.S.

Figure 1. Global Diaper Market, By Distribution Channel, 2022

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Asia Pacific is expected to hold a significant share in the global diaper through forecast period, market owing to the increasing adoption of strategies such as acquisitions by key players to attain a strong foothold in the market. For instance, in March 2019, Unicharm Corporation acquired DSG International (DSGCL), a manufacturer of diapers and other absorbents in Southeast Asia. The acquisition was finalized for a value US$ 250 million. DSGCL manufactures disposable diapers for babies and adults, with locations in Thailand, Malaysia, Indonesia and Singapore. This acquisition is expected to increase the market presence and product portfolio of Unicharm Corporation in Southeast Asia.

The European global diaper market is a going to be a significant penetration rates. Germany, France, and the U.K. are the largest markets in the region. The market is characterized by a strong focus on sustainability and eco-friendliness, with many consumers willing to pay a premium for diapers made from sustainable materials.

Global Diaper Market – Recent Developments

• In September 2018, The Procter & Gamble Company and Drylock Technologies NV entered a global cross-license agreement to expand their intellectual property rights into the ‘Channel’ technology. The ‘Channel’ technology is used to enhance performance of absorbent hygiene products such as baby care taped diapers and pants as well as adult incontinence diapers and pants. Procter & Gamble operates through five industry-based Sector Business Units or SBUs: Baby, Feminine and Family Care; Beauty; Health Care; Grooming; and Fabric and Home Care. We manage our 10 product categories within these SBUs.
• In May 2020, Kimberly-Clark declared the acquisition of Indonesia diaper brand called Softex, with USD 1.2 billion. Kimberly-Clark Corporation is a global health and hygiene company that manufactures and provides consumer products. The company's products include diapers, tissues, paper towels, incontinence care products, surgical gowns, and disposable face masks. Kimberly-Clark's products are sold in countries around the world.
• In 2020, Eco by Naty, a Sweden-based eco-friendly diaper brand, launched a range of plant-based diapers made from sustainable materials such as cornstarch and wood pulp. Eco by Naty is an online retail company that specializes in the eco-friendly segment. Its products include wet wipes, diapers, skincare, tampons, and more. The company also offers customer service and complimentary services such as shipping and returns.
• In 2021, Merries, a Japan-based diaper brand, launched a new line of diapers with a triple layer air-through design that helps to reduce skin irritation and keep babies dry. One of the leading companies, KAO Corporation launched Merries brand diapers in 1983, and since then through today, have continued to pursue gentle on the skin and high-quality products.

Figure 2. Global Diaper Market, By Region, 2022

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Global Diaper Market - Key Players

Major players operating in the global diaper market include Svenska Cellulosa AB, DSG International Ltd., First Quality Enterprises, Inc., Kimberly-Clark Corporation, Abena A/S, Attends Healthcare Products, Inc., Unicharm Corporation, Kao Corporation, Ontex Group, Chiaus (Fujian) Industrial Development Co Ltd and others.

*Definition: Diapers are soft absorbent cloth, which are worn by babies who are not trained to use the toilet. Diaper are also used by adults suffering from urinary incontinence. It is a type of underwear that allows a user to urinate without using toilet. The major factors contributing to the growth of the global diaper market are the advantages provided by diapers, such as safety, comfort, convenience, ready availability, easy disposal and cost effectiveness. They provide comfort to the infant by their perfect fit, softness, absorbency, and breathable nature.