Market Overview
A diaper is a type of underwear that allows the wearer to defecate or urinate without the use of a toilet, by absorbing or containing waste products to prevent soiling of outer clothing or the external environment. Diapers are made of cloth or synthetic disposable materials. Disposable diapers contain absorbent chemicals and are thrown away after use.
Diapers are primarily worn by infants, toddlers who are not yet potty trained, and by children who experience bedwetting. Low Y-o-Y growth rate in the North America Baby Diaper market is mainly due to the falling birth rate in the region. As parents or the population in the region has become more career centric, therefore delaying marriage or having a child.
Market Dynamics
Drivers
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The increasing popularity of Biodegradable diapers
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Rise of Omni-Channel Retailing
Restraints
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The declining trend of fertility rate
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Increase in diaper manufacturing input costs
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The declining birth rate
Market Segmentation
The Standard disposable diapers segment of North America Baby Diaper market is valued at USD 6,691.53 Mn in 2018 and is estimated to grow at a CAGR of 1.23% over the forecast period to reach a USD 7,343.95 Mn by 2026.
The Standard disposable diapers holds 51.74% of market share in 2018 and is expected to be 49.74% by 2026, for the North America Baby Diaper Market by Product type. Standard disposable diapers are for everyday use which comes in sub-variations such as nighttime disposable diapers with extra absorbent material to ensure overnight dryness. Disposable diapers are composites typically consisting of an inner covering layer (coverstock), an absorbent layer, and an outer layer.
They are most commonly used diapers in North America, due to technical innovations coupled with improved the affordability, function, and comfort of diaper products. And hence hold the major share of product type in the market. With the increase in the popularity of pants diapers, the standard disposable diapers will grow with the lower CAGR for the forecast period. However, they will not lose market share due to the low cost and the large market penetration in North America. Common disposable baby diaper brands in the US include Huggies, Pampers, and Luvs.
With the extra price sensitive market as North America the leading brands are losing market due to the rising private label brands that are acquiring market by providing same quality diapers in lower prices, rising the market for disposable diapers in North America. The rise in demand for the organic products such as biodegradable disposable diapers and eco friendly diaper because of the rising municipal waste due to the disposable diapers.
Geographical Analysis
The US Baby Diaper market is valued at US$ 8,420.67 Mn in 2018 and is estimated to grow at a CAGR of 1.37% over the forecast period to reach a US$ 9,341.61 Mn by 2026.
The rise in the internet penetration among people around the region coupled with the static birth rate of the US are the factors that are responsible for the growth of the diaper market in the region. The rise in demand of the organic and natural product in the region has created demand for the biodegradable diapers in the market for the region. The people are becoming more concerned about the environmental pollution. The Environmental Protection Agency reports that about 20 billion disposable diapers are dumped in landfills each year, accounting for more than 3.5 million tons of waste.
So, the companies are launching new products which are organic and natural so that babies are not exposed to chemically produced diapers and also the environment is safe with these non disposable diapers. Infants’ skin is often sensitive, which has made parents increasingly concerned about the ingredients.
For instance, The Honest Co. was one of the first brands not only to specify the ingredients of its diapers, but also to disclose where they were sourced. Honest Diapers are also made of wheat and corn materials. Heads up though—they’re not 100% biodegradable because of the spandex and petrochemicals used in them.
Other instance, In early 2018, The Procter and Gamble Co. rolled out its new Pampers Pure Protection line of baby diapers and pants.
In 2018, The Procter & Gamble Co and Kimberly-Clark still led nappies/diapers/pants in value terms. However, both players were challenged by the rise of the premium segment and private label.
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