Baby Diapers Market Size to Expand at the 5.9% CAGR of During 2017 to 2026

The skin of newborn babies is delicate and highly susceptible to rashes and irritation, which has been top concern of parents regarding wellbeing and health of their newborns. This has further fuelled demand for organic and natural baby care products, and baby diapers are no exception. Demand for organic and natural baby diapers can be attributed to absence of artificial preservatives and harmful additives.

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A recently compiled Fact.MR report foresees the global baby diapers market to record a stable 5.3% volume CAGR over the period of forecast, 2017 to 2026. Revenues from worldwide sales of baby diapers are estimated to exceed US$ 86,000 Mn by 2026-end. In terms of both value and volume, North America is envisaged to remain the largest market for baby diapers, with demand driven by a plethora of factors including robust working population and high literacy rate.

Pre-fold diapers have substituted use of pin by Snappies, thereby offering higher convenience to users. Biodegradable diapers are witnessed increased penetration in the region, as they are produced by using natural, eco-friendly, and baby skin-friendly materials. Environmental challenges and relevant government regulations have further supported the use of eco-friendly products in North America, thereby influencing demand and sales of biodegradable baby diapers significantly.

Robust Promotional Campaigns by Manufacturers to Drive Demand for Baby Diapers

Baby diaper manufacturers are launching promotional campaigns in order to increase their product visibility and market penetration. According to studies carried out by Kimberly-Clark, as babies become mobile they are capable of travelling nearly 7 km in a single day. Banking on this surprising statistic, the company launched its funny online campaign, called “World’s First Baby Marathon”, in 2017, in a bid to promote its diapers as the prime choice for mobile babies. Entering a new market is usually challenging for niche market players, particularly when competing against well-established brands.

This further entails the requirement for gaining consumer attention through innovative strategies. A Japanese baby diaper manufacturer, Genki!, faced similar challenge when the company launched its first pant diapers in 2016. For standing out from the crowd, Genki! worked with the ADK Global Kuala Lumpur for launching the campaign called “WOW Bersama Genki!” in 2017. Post-campaign launch, the company experienced robust sales expansion and increased brand awareness among consumers. Such promotional campaigns by leading as well as niche market player will rub off on future demand for baby diapers worldwide.

Key Takeaways from Fact.MR’s Report on Baby Diapers Market

Disposable underwear will continue to be the dominant product type in the market, in terms of value. Demand for disposable underwear is primarily driven by their convenience and ease of use.

Based on diaper style, pull on baby diapers are estimated to account for the bulk revenue shares of the market during the forecast period. Pull on baby diapers are also expected to record the fastest volume sales through 2026.

Sales of baby diapers will remain the highest for use in babies with less than 12 lbs weight. Babies with a weight of less than 12 lbs will account for approximately one-third market revenue share by 2026-end.

Modern trade channel are anticipated to remain dominant distribution channels for baby diapers, and are estimated to latch onto nearly two-fifth market revenue share by 2026-end.

Fujian Shuangheng Group Co., Ltd., Svenska Cellulosa Aktiebolaget SCA, Johnson & Johnson Private Ltd., and several other prominent market participants have been profiled and analyzed in detail in this report.

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Overcapacity in Developed Markets to Intensify Competition Between Players

Business of baby diaper is rather capital intensive with long investment and payback cycle. Volume sales of baby diapers in developed markets are expected to decline on account of declining fertility rate. This declined fertility rate can be highly attributed to myriad commercially available birth control options coinciding with major societal shifts. Emancipation of women along with their increased participation in occupational fields, in combination with mounting costs of education and childcare, are further affecting birth rates in developed economies.

With low volumes of baby diaper sales, their unit cost is gaining an uptick, thereby leading to deteriorating margin, and marginal cost pricing by manufacturers. These instances point at a rise in price war among players in the baby diaper market until challenges appertaining to overcapacity is addressed.