In 2017, Procter & Gamble’s market share of disposable baby diapers, baby wipes, and training pants worldwide stood at just under 19 percent. P&G’s share of the global market is projected to remain stable in the coming years.

Baby care market

The global baby care products market was worth an estimated 74 billion U.S. dollars in 2018. The market value is expected to increase with each consecutive year, reaching over 100 billion U.S. dollars by 2025. The baby care industry develops a variety of products, from baby food to baby wipes and toys. By far the leading product category for babies in the United States was diapers, which generated sales numbers of close to five billion U.S. dollars in 2018.

Baby oil

Despite the name, baby oil was most commonly used by American adults in 2019. In the United States, baby oil was used on about 7 million babies, while an estimated 40 million adults used the product for themselves. The most popular baby oil brand in the country was Johnson’s Baby Oil: roughly 27 million U.S. consumers stated that this was the brand of baby oil they used most often in 2019.

The Report Covers Global Diaper Market Share by Brand & Segmentation is Segmented by Product Type (Cloth Diapers and Disposable Diapers), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacy/Drug Stores, Online Retail Channels, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The Report Offers the Market Size in Value Terms in USD for all the Abovementioned Segments.

The size of the Baby Diapers Market market was valued at USD 47.58 Million in 2023 and is projected to reach USD 64.45 Million by 2032, with an expected CAGR of 4.43% during the forecast period. A baby diaper is a type of absorbent garment worn by infants and toddlers who are not yet toilet trained. Diapers are designed to contain and absorb urine and feces, preventing soiling of clothes and surroundings. They come in two main types: cloth and disposable. Cloth diapers are made from natural fibers like cotton, hemp, or bamboo, and can be washed and reused multiple times. They are often considered more environmentally friendly but require regular laundering. Disposable diapers, on the other hand, are made from synthetic materials and contain absorbent chemicals that lock in moisture. These are convenient for single use and are widely popular due to their ease of use and disposal. Recent developments include: April 2023: Millie Moon baby diapers announced their launch in Canada. Millie Moon claims to be a clean, luxury diaper brand offering high-performance and beautifully crafted diapers and sensitive wipes at affordable prices. Further, Millie Moon Luxury Diapers feature double leak guards to keep wetness contained, a snug and high waistband for a secure fit, and an ultra-absorbent core to help prevent blowouts and leaks. The company also claims that the materials in its Luxury Diapers are extremely soft on babies' skin and engineered with CloudTouch Softness for optimum comfort., January 2023: Kimberly-Clark announced the relaunch of its iconic diaper brand, Huggies, with the new 'Huggies Complete Comfort' range in India. The relaunch emphasizes the basic concept of 5-in-1 comfort, which incorporates essential characteristics such as softness and absorbency. The company plans to implement an entirely new visual language for its packaging design across the range, emphasizing the brand's primary features and consumer benefits., May 2022: SUMO introduced a long-lasting fitted cloth baby diaper with a waterproof cover, a stitched pocket, and washable absorbent pads. They are completely biodegradable and feature a reusable diaper system., March 2022: As part of its expansion plans in Nigeria, Kimberly-Clark opened a new manufacturing facility in Ikorodu, Lagos, which will manufacture Huggies baby diapers as well as Kotex feminine care products. With the investment of USD 100 million in its new state-of-the-art manufacturing facility, the company is equipped with the latest technology to serve its customers better.. Key drivers for this market are: Increasing Demand for Natural Cosmetics, Increasing Demand for Cruelty Free Cosmetics. Potential restraints include: Presence of Counterfeit Products. Notable trends are: Increasing Awareness about Baby Hygiene.

In the first quarter of 2019, the online market size of diapers produced by Procter & Gamble (P&G) accounted for around 16 percent of the total online diaper market size in China. This figure was followed by Kao and Kimberly-Clark, which accounted for around 15 percent and 12 percent of the market respectively.

Diaper market overview

China’s diaper market was worth nearly 60 billion yuan (around 8.5 billion U.S. dollars) in 2018. In the same year, the domestic production volume reached 38 billion units, the majority of which were diapers for infants. While diaper consumption in China remains lower on average than in the western countries, increasing disposable income and purchasing is expected to power the Chinese diaper market to double-digit growth in the next few years.

Baby diaper brands

Among the leading seven infant diaper market players in China as of early 2019, only two – Heng’an and ChiauS – were brands of Chinese manufacturers. The American multinational consumer goods giant Procter & Gamble led the market with their most recognizable diaper brand Pampers. Pampers was seemingly the first diaper brand to conquer Chinese market in 2006. Besides P&G products, Japanese premium baby diapers have been propelling their gains in the Chinese market share. In 2015, Tokyo-based best-seller Kao began offering cross-border shopping opportunities for Chinese customers online and even held half of the premium diaper online market share at some point. “Made in Japan” production is perceived as high-quality, safe, and trustworthy among many Chinese parents who are willing to spend more on their only offsprings.

The diapers market is expected to increase from US$ 63.21 billion in 2023 to US$ 110.03 billion in 2033. The market is likely to capture a 5.7% CAGR during the forecast period.

Report Attribute	Details
Diapers Market Value (2023)	US$ 63.21 billion
Diapers Market Anticipated Value (2033)	US$ 110.03 billion
Diapers Market Growth Rate (2023 to 2033)	5.7% CAGR

2018 to 2022 Diapers Market Outlook in Comparison to 2023 to 2033 Growth Forecast

Historical CAGR (2018 to 2022)	5.4%
Forecast CAGR (2023 to 2033)	5.7%

2016	US$ 42.88 billion
2021	US$ 56.58 billion
2022	US$ 60.50 billion
2023	US$ 63.21 billion

Scope of Report

Attribute	Details
Market Size Value in 2023	US$ 63.21 billion
Market Size Value at End of Forecast (2033)	US$ 110.03 billion
Market Analysis	US$ billion for Value
Key Region Covered	North America Europe Asia Pacific Latin America The Middle East & Africa
Key Segments	By Product Type By Distribution Channel By Style By Fragrance By Consumer Operation By Region
Key Companies Profiled	Babyganics Bambino Mio Bambo Nature USA Bumkins C. R. Bard, Inc. Charlie Banana USA LLC Conva Tec Inc. Kimberly-Clark Corporation Uni charm Corporation R for Rabbit Procter & Gamble Company The Honest Company Abena Group Aleva Naturals B. Braun Melsungen AG Kao Corporation Fujian Yifa Healthcare Products Co., Ltd. Medline Industries Svenska Cellulosa AB Earth's Best Flip Diapers
Report Coverage	Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives
Customization & Pricing	Available upon Request

The global revenue in the 'Baby Diapers' segment of the tissue & hygiene paper market was forecast to continuously increase between 2024 and 2029 by in total 18.7 billion U.S. dollars (+32.86 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 75.59 billion U.S. dollars and therefore a new peak in 2029. Find further information concerning the revenue in the tissue & hygiene paper market in El Salvador and the revenue in the tissue & hygiene paper market in Indonesia.The Statista Market Insights cover a broad range of additional markets.

This statistic highlights the market share of disposable diapers in the United States in 2012, by brand versus private label. In that year, sales of private label disposable diapers held a market share of 18.5 percent. The leading diaper brand in the U.S. was Pampers, owned by P&G.

The adult diapers market is estimated to be valued at US$ 18.12 billion in 2023 and is expected to reach a valuation of US$ 37 billion by 2033. The adoption of adult diapers is likely to advance at a CAGR of 7.4% during the forecast period.

Attribute	Details
Estimated Market Size 2023	US$ 18.12 billion
Projected Market Size 2033	US$ 37 billion
CAGR from 2023 to 2033	7.4%

Report Scope

Report Attribute	Details
Market Value in 2023	US$ 18.12 billion
Market Value in 2033	US$ 37 billion
Growth Rate	CAGR of 7.4% from 2023 to 2033
Base Year for Estimation	2022
Historical Data	2018 to 2022
Forecast Period	2023 to 2033
Quantitative Units	Revenue in US$ billion and CAGR from 2023 to 2033
Report Coverage	Revenue Forecast, Company Ranking, Competitive Landscape, Growth Factors, Trends and Pricing Analysis
Segments Covered	Product Type Style Material Type Size Price Range End-User Sales Channel Region
Regions Covered	North America Latin America Western Europe Eastern Europe South Asia and Pacific East Asia Middle East & Africa
Key Countries Profiled	United States Canada Brazil Mexico Germany United Kingdom France Spain Italy Poland Russia Czech Republic Romania India Bangladesh Australia New Zealand China Japan South Korea GCC Countries South Africa Israel
Key Companies Profiled	The Procter & Gamble Company Ontex Group Daio Paper Corporation Unicharm Corporation Kimberly-Clark Corporation Medline Industries Inc. Hengan International Group Co. Limited First Quality Enterprises Inc. Nippon Paper Industries Co. Ltd. Essity AB
Customization& Pricing	Available upon Request

The market will increase from USD 85 million in 2025 to USD 140.5 million in 2035. The market is also increasing with the demand for premium diapers that are comfortable, absorbent, and skin-friendlier. The advent of online websites providing e-commerce has also introduced various kinds of diaper products to customers and thus the growth in the market.

Metric	Value
Market Size in 2025	USD 85 Million
Projected Market Size in 2032	USD 140.5 Million
CAGR (2025 to 2035)	5.2%

Country-wise Outlook – Baby Diaper Market

Country	CAGR (2025 to 2035)
USA	5.3%

Country	CAGR (2025 to 2035)
China	5.0%

Country	CAGR (2025 to 2035)
Germany	5.1%

Country	CAGR (2025 to 2035)
India	5.0%

Country	CAGR (2025 to 2035)
Brazil	4.8%

According to Cognitive Market Research, the global Diaper market size will be USD 81245.5 million in 2025. It will expand at a compound annual growth rate (CAGR) of 7.00% from 2025 to 2033.

North America held the major market share for more than 40% of the global revenue with a market size of USD 30060.84 million in 2025 and will grow at a compound annual growth rate (CAGR) of 5.5% from 2025 to 2033.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 23561.20 million.
APAC held a market share of around 23% of the global revenue with a market size of USD 19498.92 million in 2025 and will grow at a compound annual growth rate (CAGR) of 9.7% from 2025 to 2033.
South America has a market share of more than 5% of the global revenue with a market size of USD 3087.33 million in 2025 and will grow at a compound annual growth rate (CAGR) of 7.7% from 2025 to 2033.
The Middle East had a market share of around 2% of the global revenue and was estimated at a market size of USD 3249.82 million in 2025. and will grow at a compound annual growth rate (CAGR) of 8.3% from 2025 to 2033.
Africa had a market share of around 1% of the global revenue and was estimated at a market size of USD 1787.40 million in 2025. and will grow at a compound annual growth rate (CAGR) of 7.3% from 2025 to 2033.
Disposable diaper category is the fastest growing segment of the Diaper industry

Market Dynamics of Diaper Market

Key Drivers for Diaper Market

Growing Infant Population and Birth Rates in Developing Regions to Boost Market Growth

The rising birth rates in developing countries, particularly in Asia, Africa, and Latin America, are a major driving factor for the diaper market. These regions are experiencing rapid urbanization and improved healthcare facilities, leading to better infant survival rates and a higher number of newborns. As populations grow, the demand for disposable and cloth diapers increases significantly. Additionally, governments and non-governmental organizations (NGOs) are promoting hygiene awareness, which is further encouraging parents to use diapers for their infants. The shift from traditional cloth-based solutions to modern, more absorbent disposable diapers is gaining traction due to their convenience and hygiene benefits. Moreover, improvements in economic conditions and rising disposable income levels in emerging markets are allowing parents to afford premium diaper brands, contributing to market growth. For instance, Merries, the baby diaper brand of Kao Corporation, launched its softest and comfiest diaper assortment in its product catalogue. Merries First Premium diapers are free of scents, lotions, and latex and have been allergy-tested to offer a comfortable diaper-wearing experience, even for newborns with sensitive and delicate skin.

https://www.kao.com/sg/news/2022/20220601-002/

Increasing Adoption of Adult Diapers Due to Aging Population To Boost Market Growth

The growing elderly population worldwide is another key factor driving the diaper market. As life expectancy increases, more individuals suffer from age-related conditions such as incontinence, mobility issues, and chronic diseases, necessitating the use of adult diapers. Developed countries, including the United States, Japan, and European nations, have a significantly high ageing population, leading to a surge in demand for incontinence products. Additionally, greater awareness and acceptance of adult diapers, coupled with innovations in discreet and comfortable designs, are driving market expansion. Healthcare facilities, nursing homes, and home care services are increasingly adopting high-quality adult diapers to provide better patient care. Furthermore, advancements in material technology, such as superabsorbent polymers and breathable fabrics, are enhancing product efficiency and comfort.

Restraint Factor for the Diaper Market

High Raw Material Costs Will Limit Market Growth

The diaper market faces challenges due to the increasing costs of raw materials such as superabsorbent polymers, cotton, and plastics. Fluctuating prices of petroleum and other key materials used in the production of disposable diapers have contributed to higher manufacturing costs. These increased costs are often passed on to consumers, potentially making diapers less affordable for a large segment of the population. As a result, manufacturers may face difficulties in maintainin...

This statistic shows the market value of the leading companies in the disposable diapers market worldwide in 2014. That year Procter & Gamble accounted for approximately 35.12 percent of disposable diaper sales worldwide.

The United States baby diaper market is expected to grow at 1.7% CAGR during the projection period. The market value is projected to increase from US$ 11,324.3 million in 2023 to US$ 13,417.3 million by 2033. The United States baby diaper market was valued at US$ 11,120.5 million at the end of 2022. It is poised to exhibit Y-o-Y rate of 1.8% in 2023.

Attribute	Key Insights
United States Baby Diaper Market Size (2022)	~US$ 11,120.5 Million
Estimated Market Size (2023)	~US$ 11,324.3 Million
Projected Market Value (2033)	~US$ 13,417.3 Million
Value-based CAGR (2023 to 2033)	~1.7%

Scope of Report

Attribute	Details
Forecast Period	2023 to 2033
Historical Data Available for	2018 to 2022
Market Analysis	US$ Million/Billion for Value
Key Countries Covered	United States
Key Segments Covered	Product Type Functionality Style Age Sales Channel
Key Companies Profiled	Kimberly-Clark Corporation Procter & Gamble Company Cardinal Health Inc. Ontex International N.V. Bambo Nature USA ( Abena Group) Aleva Naturals (D&G Laboratories Inc.) Babyganics (S.C. Johnson & Son Inc.) The Honest Company Inc. Bumkins Charlie Banana USA LLC Earth's Best (The Hain Celestial Group Inc.) ECOABLE Seventh Generation Inc Flip Diapers (Cotton Babies Inc.) GeffenBaby.com GroVia Medline Industries Others (as requested)
Report Coverage	Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives

The biodegradable baby diapers market size is estimated to be valued at US$ 2,975.9 million in 2023 and is expected to reach US$ 6,188.4 million by 2033. The adoption of biodegradable baby diapers is likely to advance at a CAGR of 7.6% during the forecast period.

Attribute	Details
Estimated Market Size (2023)	US$ 2,975.9 million
Projected Market Size (2033)	US$ 6,188.4 million
CAGR through (2023 to 2033)	CAGR of 7.6%

2018 to 2022 Global Biodegradable Baby Diapers Market Outlook Compared To 2023 to 2033 Forecast

Period	Market Size (in US$ million)
2018	2,241.5
2022	2,780.2
2023	2,975.9
2033	6,188.4

Report Scope

Report Attribute	Details
Market Value in 2023	US$ 2,975.9 million
Market Value in 2033	US$ 6,188.4 million
Growth Rate	CAGR of 7.6% from 2023 to 2033
Base Year for Estimation	2022
Historical Data	2018 to 2022
Forecast Period	2023 to 2033
Quantitative Units	Revenue in US Billion and CAGR from 2023-2033
Report Coverage	Revenue Forecast, Company Ranking, Competitive Landscape, Growth Factors, Trends and Pricing Analysis
Segments Covered	Product Type Price Range Size Sales Channel Region
Regions Covered	North America Latin America Europe Asia Pacific Middle East and Africa
Key Countries Profiled	USA Canada Brazil Mexico Germany UK France Spain Italy China Japan South Korea Singapore Thailand Indonesia Australia New Zealand GCC South Africa Israel
Key Companies Profiled	Seventh Generation, Inc. Naty AB The Honest Company Abena A/S KAS Direct, LLC Broody Chick Company Hansen Kids, LLC Drylock Technologies NV Hengan International Group Company Limited The Hain Celestial Group, Inc. Kimberly-Clark Corporation Kao Corporation Bumkins Company The Procter & Gamble Company Ontex Group Unicharm Corporation
Customization	Available Upon Request

The Report Covers Global Adult Diaper Companies and the Market is Segmented by End User (Men, Women, and Unisex), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Drug Stores/Pharmacies, Online Stores, and Other Distribution Channels), Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The Report Offers Market Size and Forecasts in Value (USD Million) for the Above Segments.

According to the recent report by Future Market Insights (FMI), the cloth diaper market size is estimated to stand at US$ 6.99 billion by 2033. Over the forecast period, the market is assessed to trail at a CAGR of 8.5%. For the year 2023, FMI has estimated the market to be worth US$ 3.09 billion.

Cloth Diaper Market Value (2023)	US$ 3.09 billion
Cloth Diaper Market Forecast Value (2033)	US$ 6.99 billion
Cloth Diaper Market CAGR (2023 to 2033)	8.5%

Scope of Report

Attribute	Details
Forecast Period	2023 to 2033
Historical Data Available for	2018 to 2022
Market Analysis	US$ billion for Value
Key Regions Covered	North America Europe Asia Pacific Latin America The Middle East and Africa
Key Countries Covered	The United States, Canada, Germany, the United Kingdom, France, Italy, NORDICS, Spain, Russia, Poland, BENELUX, China, Japan, India, ASEAN, Oceania, South Korea, Brazil, Mexico, Argentina, GCC Countries, South Africa, Northern Africa, Türkiye
Key Segments Covered	End User, Distribution Channel, and Region
Key Companies Profiled	Procter & Gamble Company BabeeGreens Thirsties Baby Modern Cloth Nappies Cotton Babies, Inc. LittleLamb AdultCLothDiaper.Com Kinder Cloth Diaper Co. Navashya Consumer Products Pvt. Ltd. Happy BeeHinds Cloth Diaper Company
Report Coverage	Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives
Customization & Pricing	Available upon Request

Malaysia Diapers Market size was valued at USD 10.42 Billion in 2024 and is projected to reach USD 22.76 Billion by 2031, growing at a CAGR of 16.91% during the forecasted period 2024 to 2031.

Malaysia Diapers Market Drivers

The Malaysia diapers market is driven by several key factors, including a rising birth rate and an increasing number of working parents, which boost the demand for convenient and hygienic baby care products. Economic growth and higher disposable incomes enable more parents to afford premium diaper brands. Additionally, growing awareness of infant hygiene and health encourages the adoption of high-quality diapers. The expansion of e-commerce platforms has also made it easier for consumers to access a wide variety of diaper products, further fueling market growth. Innovations in diaper technology, such as improved absorbency, comfort, and eco-friendly options, are also attracting a broader customer base.

The Baby Cloth Diaper Market size was valued at USD 2.23 USD Billion in 2023 and is projected to reach USD 4.63 USD Billion by 2032, exhibiting a CAGR of 10.99 % during the forecast period. Cloth diapers made especially for babies are reusable and eco-friendly alternatives to the disposable ones, characterized by a wrap-around baby's bottom to collect the pee and poop. These diapers are produced in different types, for instance, pocket diapers, prefolds and one-piece diapers as a way of assisting the public in choosing the kind of diapers that suits their needs. As the common characteristics, these diapers usually have adjustable snaps or Velcro closure to ensure snug fit, waterproof layers and soft and breathable fabric for comfort. These diapers that are being marketed to households are basically serving three purposes that are sustainable living, waste reduction, and saving money in the long run. It confers benefits like the reduction of the environmental footprint that is achieved through the reduction of landfill wastes, gentle materials sheathed against newborn skin, and also with the savings that adding up in the long run, especially with multitudes of babies. Recent developments include: August 2023 – Believe Baby, a U.S.-based diaper brand, introduced reusable bamboo diapers to expand and promote its eco-friendly product range., November 2022 – Esembly, a U.S based cloth diaper & accessories brand, partnered with Cloth Diaper Kids, a Canada-based cloth diaper retailer, to expand its reach across Canada., March 2022 - Sumo, a German baby cloth diaper brand, launched a durable, fitted cloth diaper containing a waterproof cover, sewn pocket, and washable absorbent pads in a biodegradable design. The product’s core design uses a mix of needle punch and thermal bonding technologies to ensure superior absorbency and launderability even after multiple usage cycles., July 2021 – SuperBottoms, an India-based mother and baby care brand, launched a cloth diaper named UNO 2.0 for new parents. The company has a patent pending for its diaper design. These reusable diapers can be washed more than 300 times, which makes them super economical and a viable eco-friendly option., March 2020 – ClothDiaper.com, a U.K.-based baby care products supplier, reported a 1,000% and 500% jump in its baby wipes and cloth diaper sales respectively due to an increase in the trend of baby care products purchase amid the COVID-19 pandemic.. Key drivers for this market are: Introduction of Innovative and Affordable Cloth Diapers to Fuel Product Adoption. Potential restraints include: Fluctuating Raw Material Prices to Restrict Market Growth. Notable trends are: Rising Online/E-commerce Sales to Support Market Growth.

North America Baby Diaper Market reached USD 19.1 billion in 2022 and is expected to reach USD 28.0 billion by 2031

As of 2022, the American FMCG giant P&G was the leading infant diaper market player in China, making up around 15 percent of the market. The leading eight players accounted for around 45 percent of the total diaper market in China.

The global baby diapers market is poised to increase from USD 52.08 billion in 2024 to USD 94.62 billion by 2037, demonstrating a CAGR of more than 4.7% throughout the forecast timeline, from 2025 to 2037. Key industry players include KCWW-Kimberley Clark, Himalaya Wellness Company, Swara Baby Products Pvt. Ltd., Piramal Pharma Limited., among others.