Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Total US sales and fan chart forecast of disposable baby products market, at current prices, 2014-24
- The issues
- Declining birth rate impacts pool of consumers
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- Figure 2: Annual births and general fertility rate, 2007-17
- Nearly all baby personal care products see declines in usage
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- Figure 3: Select baby personal care product purchases, December 2017, January 2019 and January 2020
- Private label continues to disrupt the baby diapers and wipes market
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- Figure 4: Multi-outlet sales of private label disposable baby products, rolling 52 weeks 2018 and 2019
- Mass merchandisers are go-to retailer, but watch out for Amazon
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- Figure 5: Select purchase locations, January 2020
- The opportunities
- Parents want eco-friendly, yet convenient solutions to diaper waste
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- Figure 6: Trial and interest in cloth diapers and select attitude toward cloth diapers, January 2020
- Strong interest in innovations indicates opportunities to boost market
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- Figure 7: Trial and interest in select product innovations, January 2020
- What it means
The Market – What You Need to Know
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- Market expected to continue sluggish sales through 2024
- Disposable baby diapers see gains, but declines are on the horizon
- Parents want eco-friendly, yet convenient solutions
- Declining birth rates impact market as a whole
Market Size and Forecast
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- Market expected to continue sluggish sales through 2024
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- Figure 8: Total US sales and fan chart forecast of disposable baby products market, at current prices, 2014-24
- Figure 9: Total US retail sales and forecast of disposable baby products, at current prices, 2014-24
Market Breakdown
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- Disposable baby diapers see gains, but declines are on the horizon
- Baby personal care product sales see significant declines
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- Figure 10: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2014-24
- Dominance of other retailers is driven by mass and online retailers
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- Figure 11: Total US retail sales of disposable baby products, by channel, at current prices, 2014-19
Market Perspective
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- Parents want sustainable, yet convenient solutions to diaper waste
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- Figure 12: Trial and interest in cloth diapers, January 2020
- Trends happening in adult BPC market are moving into baby care space
- Clean beauty for all ages
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- Figure 13: Pipette Baby Instagram posts
- Dabble & Dollop’s bath products transform bathing into a fun-filled experience
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- Figure 14: Instagram post from Dabble & Dollop
Market Factors
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- Declining birth rates impact market as a whole
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- Figure 15: Annual births and general fertility rate, 2007-17
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- Figure 16: Average age of mother at first birth, 1990-2017
Key Players – What You Need to Know
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- P&G and Kimberly-Clark dominate but need to keep eye on private label
- Private label steps up its diaper/wipe game; negative publicity continues to challenge J&J
- Expect more tech and eco-friendly innovations; clean will be expected
Company and Brand Sales of Disposable Baby Products
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- P&G and Kimberly-Clark dominate but need to keep eye on private label
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- Figure 17: Pampers Aqua Pure wipes and GoodNites disposable training pants
- Sales of disposable baby products by company
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- Figure 18: Multi-outlet sales of disposable baby products, by leading companies, rolling 52 weeks 2018 and 2019
What’s Happening?
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- Private label brands continue to step up their diaper and wipe offerings
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- Figure 19: Multi-outlet sales of private label disposable baby products, rolling 52 weeks 2018 and 2019
- Store brand diapers and wipes to watch
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- Figure 20: Parent’s Choice diapers and wipes
- Figure 21: Instagram posts from Earth + Eden
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- Figure 22: Cloud Island diapers and wipes
- J&J continues to struggle due to negative publicity
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- Figure 23: Multi-outlet sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
What’s Next?
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- Health and wellness tracking is no longer reserved for just adults
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- Figure 24: Instagram posts of Lumi by Pampers
- Recycling services appeal to time-constrained, yet eco-conscious parents
- Who is doing this well?
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- Figure 25: Instagram post from EarthBaby
- Clean and natural will no longer be a differentiator for baby brands
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- Figure 26: Instagram posts from Johnson’s Baby
- Figure 27: Cloud Island baby personal care products
The Consumer – What You Need to Know
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- Parents see value in store brands and inconvenience in cloth diapers
- Nearly all baby personal care products experience declining usage
- Parents stick with brands they know and trust
- Mass merchandisers are go-to retailer, but look out for Amazon
- Parents express interest in wide range of product innovations
Diaper and Wipe Purchases and Brand Preferences
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- Disposable diaper and wipe usage continues to decline
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- Figure 28: Purchases of disposable baby diapers, training pants and wipes, December 2017, January 2019 and January 2020
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- Figure 29: Purchases of cloth diapers and disposable inserts for cloth diapers, January 2020
- Cloth diaper usage is mostly driven by young parents
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- Figure 30: Purchases of disposable baby diapers, training pants and wipes, by age, January 2020
- Diaper needs change as children age
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- Figure 31: Purchases of disposable baby diapers, training pants and wipes, by age of child, January 2020
- Most parents buy diapers and wipes from name brands . . . for now
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- Figure 32: Brand preferences for disposable diapers, training pants and wipes, January 2020
- Age of child impacts brand preferences for baby wipes
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- Figure 33: Brand preferences for disposable diapers, training pants and wipes, by age of child, January 2020
- Young parents drive natural baby diaper and wipe purchases
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- Figure 34: Brand preferences for disposable diapers, training pants and wipes, by age, January 2020
Attitudes and Behaviors toward Baby Diapers and Wipes
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- Parents see value in store brands and inconvenience in cloth diapers
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- Figure 35: Attitudes and behaviors toward baby diapers and wipes, January 2020
- Cloth diapers require too much maintenance for older parents
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- Figure 36: Attitudes and behaviors toward baby diapers and wipes, by age, January 2020
- Younger parents are moving away from gendered products
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- Figure 37: Instagram post from Tootsa
Baby Personal Care Product Purchases and Brand Preferences
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- Nearly all baby personal care products experience declining usage
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- Figure 38: Baby personal care product purchases, December 2017, January 2019 and January 2020
- Safety concerns and adult BPC products also contribute to declining usage
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- Figure 39: Instagram posts from Plant Apothecary and miniOrganics
- Parents of infants drive baby personal care product purchases
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- Figure 40: Baby personal care product purchases, by age of child, January 2020
- Hispanic parents are a prime target for baby personal care brands
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- Figure 41: Baby personal care product purchases, by Hispanic origin, January 2020
- Parents buy from brand names
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- Figure 42: Brand preferences for baby personal care products, January 2020
- Parents of babies rely on brand names
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- Figure 43: Brand preferences for baby personal care products, by age of child, January 2020
Attitudes and Behaviors toward Baby Personal Care Products
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- Parents stick with brands they know and trust
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- Figure 44: Attitudes and behaviors toward baby personal care products, January 2020
- As children age, priorities change
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- Figure 45: Select attitudes and behaviors toward baby personal care products, by age of child, January 2020
- Hispanic parents are brand loyal
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- Figure 46: Buy from familiar brands, by Hispanic origin, January 2020
Purchase Location
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- Mass merchandisers are go-to retailer, but look out for Amazon
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- Figure 47: Purchase location, January 2020
- Lifestage factors impact where parents shop
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- Figure 48: Select purchase locations, by age, January 2020
Trial and Interest in Product Innovations
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- Parents express interest in wide range of product innovations
- Don’t underestimate the value of convenience
- Tech designed to help parents help their babies are valued
- Parents want eco-friendly, yet convenient innovations
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- Figure 49: Trial and interest in product innovations, January 2020
- Younger parents express interest in nearly all innovations
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- Figure 50: Trial and interest in select product innovations, any interest or trial (net), by age, January 2020
- Tech innovations resonate with dads
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- Figure 51: Trial and interest in apps and smart diapers, any interest or trial (net), by gender, January 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 52: Total US sales and forecast of disposable baby products, at inflation-adjusted prices, 2014-24
- Figure 53: Total US retail sales of disposable baby products, by segment, at current prices, 2017 and 2019
- Figure 54: Total US retail sales and forecast of disposable diapers/training pants, at current prices, 2014-24
- Figure 55: Total US retail sales and forecast of baby wipes/moist towelettes, at current prices, 2014-24
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- Figure 56: Total US retail sales and forecast of baby personal care products, at current prices, 2014-24
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Appendix – Retail Channels
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- Figure 57: Total US retail sales of disposable baby products, by channel, at current prices, 2017 and 2019
- Figure 58: US supermarket sales of disposable baby products, at current prices, 2014-19
- Figure 59: US drugstore sales of disposable baby products, at current prices, 2014-19
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- Figure 60: US sales of disposable baby products through other retail channels, at current prices, 2014-19
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Appendix – Key Players
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- Figure 61: Multi-outlet sales of disposable diapers/training pants, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 62: Multi-outlet sales of baby wipes/moist towelettes, by leading companies and brands, rolling 52 weeks 2018 and 2019
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