Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The market
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- Figure 1: Total US retail sales and forecast of disposable baby products, at current prices, 2013-23
- The issues
- Environmental concerns impact disposable diaper usage
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- Figure 2: Disposable baby diaper purchases and concerns about disposable diaper waste, December 2017 and January 2019
- Private label disrupts disposable diaper and wipe categories
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- Figure 3: Brand preferences for disposable diapers, training pants, and wipes, January 2019
- Declining birth rate indicates declining market sales
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- Figure 4: Average age of mother at first birth, 1990-2017
- The opportunities
- Parents want clarity and reassurance from brands
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- Figure 5: Select purchase influencers, January 2019
- More parents are buying baby personal care products
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- Figure 6: Select baby personal care product purchases, December 2017 and January 2019
- Parents express elevated interest in a variety of innovations
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- Figure 7: Trial and interest in select product innovations, January 2019
- What it means
The Market – What You Need to Know
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- Market expected to experience slow growth through 2023
- Increased prices keep diaper sales afloat; other retailers dominate market
- Cloth diapers and Amazon disrupt diaper market
- Slowing birth rate creates market challenges
Market Size and Forecast
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- Market expected to continue experiencing slow growth through 2023
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- Figure 8: Total US sales and fan chart forecast of disposable baby products, at current prices, 2013-23
- Figure 9: Total US retail sales and forecast of disposable baby products, at current prices, 2013-23
Market Breakdown
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- Increased prices keep diaper sales afloat
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- Figure 10: Total US retail sales and forecast of disposable baby products, by segment, at current prices, 2013-23
- Other retailers continue to dominate the market
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- Figure 11: Total US retail sales of disposable baby products, by channel, at current prices, 2013-18
Market Perspective
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- Growing popularity of cloth diapers disrupts disposable diaper segment
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- Figure 12: Mentions of #ClothDiapers and #MakeClothMainstream, Twitter and Instagram, November 2015-18
- Amazon continues to challenge the baby diaper market
Market Factors
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- Slowing birth rate creates market challenges
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- Figure 13: Average age of mother at first birth, 1990-17
- Younger parents are purchasing a wider range of products
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- Figure 14: Repertoire of disposable baby product purchases, by age, January 2019
Key Players – What You Need to Know
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- P&G and Kimberly-Clark dominate, but private label is stepping up
- Reliance on name brands supports adult brands’ expansion into baby market
- Negative publicity challenges J&J; diaper usage continues to decline
- CBD oil is no longer reserved for just adults
Company and Brand Sales of Disposable Baby Products
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- P&G and Kimberly-Clark dominate, but private label is stepping up
- Sales of disposable baby products by company
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- Figure 15: Multi-outlet sales of disposable baby products by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Adult brands are successfully expanding into baby personal care market
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- Figure 16: Multi-outlet sales of baby personal care products, by select brands, rolling 52 weeks 2017 and 2018
- Majority of shoppers stick with brand names
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- Figure 17: Brand preferences, any disposable baby product (net), January 2019
What’s Struggling?
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- Despite new baby personal care line, J&J continues to lose share
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- Figure 18: Multi-outlet sales of baby personal care products, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Declining birth rates and waste concerns contribute to diaper usage declines
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- Figure 19: Percentage of households that used disposable diapers/underpants or training pants in the last 6 months, April 2012-June 2018
What’s Next?
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- CBD oil is no longer reserved for just adults
The Consumer – What You Need to Know
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- Usage of disposable diapers and wipes is high but declining
- Diapers and wipes need to be more durable and eco-friendly
- More adults are purchasing baby personal care products
- Safety-related benefits and expert advice are reassuring for parents
- Most purchases made at mass merchandisers; online has momentum
- Parents seek innovations focused on convenience, efficiency, and health
Disposable Diaper and Wipe Purchases and Brand Preferences
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- Usage of disposable diapers and wipes is high but declining
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- Figure 20: Purchases of disposable baby diapers, training pants and wipes, December 2017 and January 2019
- Disposable diapers more likely to be purchased by parents aged 18-34
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- Figure 21: Purchases of disposable baby diapers, training pants and wipes, by age, January 2019
- Gender roles are shifting, but moms still drive baby product purchases
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- Figure 22: Purchases of disposable baby diapers, training pants and wipes, by gender, January 2019
- Hispanic households have greater need for diapers and wipes
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- Figure 23: Disposable baby diaper, training pants, and wipe purchases, by Hispanic origin, January 2019
- Most parents purchase diapers and wipes from name brands
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- Figure 24: Brand preferences for disposable diapers, training pants, and wipes, January 2019
- Parents of infants opt for brands they know and trust
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- Figure 25: Brand preferences for disposable diapers, training pants, and wipes, by age of child, January 2019
- Hispanic adults buy from trusted brands
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- Figure 26: Brand preferences for disposable diapers, training pants, and wipes, by Hispanic origin, January 2019
Frustrations with Disposable Diapers and Wipes
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- Diapers and wipes need to be more durable and eco-friendly
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- Figure 27: Frustrations with disposable diapers and wipes, January 2019
- Men are confused and frustrated with diapers and wipes
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- Figure 28: Select frustrations with disposable diapers and wipes, by gender, January 2019
- Category concerns are impacted by the age of parents
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- Figure 29: Select frustrations with disposable diapers and wipes, by age, January 2019
- Hispanic parents have environmental concerns with disposable diapers
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- Figure 30: Select frustrations with disposable diapers and wipes, by Hispanic origin, January 2019
Baby Personal Care Product Purchases and Brand Preferences
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- More adults are purchasing baby personal care products
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- Figure 31: Baby personal care product purchases, December 2017 and January 2019
- Younger parents and parents of infants drive baby product purchases
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- Figure 32: Select baby personal care product purchases, by age and age of child, January 2019
- Hispanic parents are heavier users of baby personal care products
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- Figure 33: Select baby personal care product purchases, by Hispanic origin, January 2019
- Most parents buy baby personal care products from name brands
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- Figure 34: Brand preferences for baby personal care products, January 2019
- Parents of infants buy from trusted brands
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- Figure 35: Brand preferences for baby personal care products, by age of child, January 2019
- Hispanic parents buy from brands they know and trust
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- Figure 36: Brand preferences for baby personal care products, by Hispanic origin, January 2019
Purchase Influencers for Baby Personal Care Products
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- Safety-related benefits and expert advice are reassuring
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- Figure 37: Purchase influencers, January 2019
- Older adults focus on ingredients; young adults seek input from others
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- Figure 38: Select purchase influencers, by age, January 2019
- Hispanics are influenced by a variety of benefits
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- Figure 39: Select purchase influencers, by Hispanic origin, January 2019
Purchase Location
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- Most purchases made at mass merchandisers; online has momentum
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- Figure 40: Purchase locations, January 2019
- Moms stick with mass merchandisers, while dads tend to shop around
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- Figure 41: Select purchase locations, by gender, January 2019
- Mass merchandisers are go-to retailer, regardless of age
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- Figure 42: Select purchase locations, by age, January 2019
Trial and Interest in Product Innovations
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- Parents seek innovations focused on convenience, efficacy, and health
- Recycling services are driving consumer interests due to environmental concerns
- Personalization garners strong interest
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- Figure 43: Trial and interest in product innovations, January 2019
- Men seek innovations that provide guidance
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- Figure 44: Trial and interest in select product innovations, any interest or trial (net), by gender, January 2019
- Younger parents express greater interest in innovations
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- Figure 45: Trial and interest in select product innovations, any interest or trial (net), by age, January 2019
- Hispanics’ elevated interest in innovations indicates opportunities
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- Figure 46: Trial and interest in select product innovations, any interest or trial (net), by Hispanic origin, January 2019
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 47: Total US sales and forecast of disposable baby products, at inflation-adjusted prices, 2013-23
- Figure 48: Total US retail sales of disposable baby products, by segment, at current prices, 2016 and 2018
- Figure 49: Total US retail sales and forecast of disposable diapers/training pants, at current prices, 2013-23
- Figure 50: Total US retail sales and forecast of baby personal care products, at current prices, 2013-23
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- Figure 51: Total US retail sales of disposable baby products, by channel, at current prices, 2016 and 2018
- Figure 52: US supermarket sales of disposable baby products, at current prices, 2013-18
- Figure 53: US drug store sales of disposable baby products, at current prices, 2013-18
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- Figure 54: US sales of disposable baby products through other retail channels, at current prices, 2013-18
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Appendix – Key Players
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- Figure 55: Multi-outlet sales of baby diapers/training pants, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 56: Multi-outlet sales of baby wipes/moist towelettes, by leading companies and brands, rolling 52 weeks 2017 and 2018
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