Diaper Market Overview
The diaper market was valued at $57,508.6 million in 2017 and is forecasted to witness a CAGR of 6.7% during 2018–2023. Increasing number of women in workforce, rising problems of urinary incontinence among adults, up surging of eco-friendly biodegradable diapers, and development of absorbent core technology are supporting the market growth, globally.
NORTH AMERICA ADULT DIAPER MARKET, BY ABSORPTION LEVEL, $M (2013 - 2023)
On the basis of age, the diaper market has been categorized into baby and adult. The baby diaper market held a larger revenue share of 87.0% in 2017, on account of increasing hygiene awareness, rising birth rates as well as growing disposable income. Moreover, the increasing population of working women across the globe is further expected to support the market growth in the coming years.
However, with increasing problems of adult incontinence, more advertisements and awareness regarding adult diapers and healthcare, and lessening hesitation among adults to use diapers at the time of illness, the adoption of adult diapers, globally, is considerably increasing. As a result, the market for adult diapers is projected to witness a faster CAGR, globally, during the forecast period.
On the basis of gender, the adult diaper market for women was larger than men’s adult diaper market in 2017, as women, across the globe, suffer from incontinence problem more than men. However, men are becoming more aware and comfortable in buying diapers, especially in developing regions, such as APAC and MEA, which is expected to witness the faster CAGR of 12.7%, during the forecast period.
By absorption level, high absorption level accounted for larger revenue share in the diaper market, globally, in 2017. This is attributed to the fact that majority of the populace, across the globe, whether for babies, or for adults with incontinence problem, prefer diapers with fine quality and high absorbency. The only reason a person does opt to use diapers is to prevent leakage, hence the diapers with high-absorbency, such as disposable ones, are heavily in demand.
Diaper Market Dynamics
The age at which toddlers become diaper free is increasing, since the past few years. In 1957, approximately 92% of children were toilet trained till 18 months of age, as compared to 2015 in which only 65% of children are toilet trained till the age of 36 months. As the per capita income of consumers in the developed countries (such as the U.S., Germany, and U.K.) is more, as compared to those in the developing countries; it is easy for people of developed countries to afford expensive diapers for their children. This trend is expected to influence the revenue of diaper market in the coming years.
Also, the diaper market is exhibiting healthy growth in terms of online retailing. This channel is more convenient, time saving, offers discounted prices, and facilitates purchase of products anytime from anywhere. These factors are attracting consumers towards online shopping. Moreover, consumers can get details regarding various products available in the market which can help them to make their purchase decisions.
Increasing number of working women is one of the key drivers for diaper market growth. According to the World Bank survey in November 2017, the percentage of women in the workforce in Canada between 1990 and 2017 grew more than 7%. While in Brazil, the percentage grew by over 24%, during the same period. As many working mothers return to their jobs shortly after giving birth to babies, the adult diapers provide an alternative for working women and spanning their desires for convenience.
Moreover, the average disposable income of the family has increased, due to growing number of working women. This has increased the affordability of costly diapers by families, which has further contributed to the growth of the diaper market.
The use of biodegradable diapers is driving the growth of the global diaper market, as they are not manufactured with petrochemicals and eco-unfriendly materials, or skin irritants; and are safe for the baby’s sensitive skin and for adult’s skin.
With rising living standard and urbanization, the emergence of hybrid diapers is expected to offer opportunities for diaper market players in the future. Hybrid diapers include reusable inserts called g-pants that are disposable and can absorb the urine of the baby. Every year, ten billion disposable diapers are thrown away into landfills, where they take years to decompose. G-diapers are environment-friendly alternative to regular disposable diapers, as they are certified organic and biodegradable. The materials used to make the g-diaper are very soft, comfortable, and breathable, which make them a preferred choice by mothers, thus creating growth opportunities for the baby diaper market.
Moreover, G-diapers are chlorine free and perfume free in nature. With the growing advancement in diapers, the development of hybrid diapers made by combining the two or three different parts depending upon the baby’s fit is expected to provide various growth opportunities for market players in the near future.
Diaper Market Competitive Landscape
The diaper market was fragmented with top five companies accounting for more than half of the total market in 2017. The Proctor & Gamble (P&G) Company, offering diapers under its Pampers brand, was the largest player in the market in terms of revenue in 2017, owing to its superior diapers and well diversified services.
Some of the other key players operating in the global diaper market include Kimberley-Clark Corporation, Unicharm Corporation, Kao Corporation, DSG International (Thailand), Nobel Hygiene Private Limited, Essity Aktiebolag (publ), Ontex Group NV, Oji Holdings Corporation, and Domtar Corporation.