North America Baby Diapers Market Size and Share - Outlook Report, Forecast Trends and Growth Analysis (2024-2032)

North America Baby Diapers Market Growth

The growing concerns about health and increasing environmental awareness have popularised value-added product features such as clean origin, natural, plant-based, and organic products. While the United States is a mature market for these types of products, new brands continue to launch, further contributing to the baby diapers market share in North America. Private label brands in the United States are significantly evolving. In the recent years, retailers have re-made their brands by integrating their diaper products with plant-based, biodegradable, and sustainably sourced ingredients, along with striking packaging and targeted marketing language.

The rapid digitisation and adoption of digital methods by the population of the United States and Canada are pushing customers to purchase from e-commerce channels. The convenience, home delivery of products, and availability of a vast variety of diapers available on online marketplaces is also increasing its widespread adoption. In Q1 2024, e-commerce sales accounted for 15.9% of total sales in the United States.

In the United States, the baby diaper market is increasingly prioritising skin comfort, leak protection features, innovative core designs, with a focus on adding sustainable ingredients. Diaper pants are also gaining traction, further contributing to market growth.  Further, the increasing disposable incomes of the population of the United States and Canada is contributing to the expansion of the market.

Key Trends and Recent Developments

Increase in birth rate, awareness of child health and sanitation, rise in e-commerce sales, and growing preference for organic diapers are accelerating the North America baby diapers market value.

August 2024

Terra Diapers, a leading baby diaper brand in New Zealand, is expanding its products to the U.S. and Canadian markets. These diapers are made from 85% plant-based materials and natural fibres, ensuring high absorbency, prevention against dryness, and 12+ hours of protection against wetness. Additionally, they are dermatologist-approved enhancing customer’s reliability on the brand. Terra Diapers are also sustainable and environment friendly, as they do not contain any harmful additives such as chlorine, fragrance, latex, parabens, phthalates, or bleach, and are available in fully-recyclable plastic packaging material.

May 2024 

Pampers launched its latest range of baby diapers, Swaddlers 360 featuring a stretchy, pull-on waistband and easy-tear sides. The aim is to offer an easy, effortless, and hassle-free diaper-changing experience for parents. Besides, the products provide 100% leak protection and ensure comfort for the delicate skin of babies with the lack of any harmful chemicals including chlorine bleaching, parabens, and latex.

March 2024

Royale, a Canadian tissue brand, expanded its product range in North America to include a line of indigenous disposable baby diapers. The diapers are available for different age groups starting from newborns to seven and are available in all Walmart retail stores across Canada. They guarantee 12 hours of leak protection and a cloth-like feel with their ultra-soft and breathable outer layer. Besides, their wetness indicator accurately changes colours when it’s time to change the diaper.

August 2023

US non-profit organisation Believe Diapers announced the expansion of its product base in North America under the new brand name “Believe Baby”. The brand is known for the sustainable use of bamboo to make recyclable and biodegradable diapers which are super-soft and have an absorbent fibre layer that is anti-bacterial, breathable, and free from harmful chemicals as well as additives.

Increase in Birth Rate Propelling the Market Growth in the Country

The increasing birth rate in the region is a major driving factor for the growth of the North America baby diapers market. According to the World Bank, the region recorded a rate of 11 new births per 1000 individuals in 2021 and 2022 and is expected to grow further in the coming years considering the rising population of the U.S. and Canada. An increase in the birth rate across the region is expected to positively impact market growth.

Awareness of Child Health and Sanitation Leading to Baby Diapers Demand Growth

The growing awareness of child health and sanitation among North America’s new and educated parents is raising the demand for quality and highly absorbent diapers. Parents are increasingly seeking the safest, and long-lasting products for their newborns, which are friendly on their sensitive skin, and are free from rash-generating chemicals as well as thick plastics. Key players are investing in manufacturing baby diapers to meet the demand of the new generation of American parents.

Sustainability Concerns Creating New Market Opportunities for Organic Baby Diapers

Growing concerns over the waste created from the manufacturing and use of baby diapers and increased awareness about environmental sustainability have raised the demand for organic and recyclable baby diapers made from zero-waste materials such as bamboo and natural fibres. These diapers are not only 100% biodegradable but are also soft, high-absorbent and long-lasting, with anti-microbial properties, ideal for the sensitive skin of babies.

E-commerce Sales Raising the North America Baby Diapers Market Revenue

E-commerce platforms are emerging as one of the primary modes of sales in North America, owing to increased digital literacy, smartphone, and internet access. Further, the variety and comfort of doorstep delivery offered by the e-commerce sale of diapers is a major advantage over their regular retail sales. According to the US Census Bureau, the total value of e-commerce sales in the US grew by 16% between the first and second quarters of 2024.

North America Baby Diapers Industry Segmentation

North America Baby Diapers Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:

Market Breakup by Age Group

• Infant (0-6 Months)
• Babies and Young Toddlers (6-18 Months)
• Toddlers (18-24 Months)
• Children Above 2 Years

Market Breakup by Type

• Organic
• Conventional

Market Breakup by Product Type

• Cloth Diapers
• Disposable Diapers

Market Breakup by Distribution Channel

• Supermarkets and Hypermarkets
• Convenience Stores
• Pharmacy and Drug Stores
• Online
• Others

Market Breakup by Country

• United States of America
• Canada

North America Baby Diapers Market Share

Based on country, the market is divided into the United States and Canada. The United States of America is expected to witness increased demand for organic diapers. This is supported by the rapid growth of the e-commerce sector, the rising importance of sustainability, advanced technological capabilities, and stringent government regulations regarding fabrics and materials in the region.

Leading Companies in the North America Baby Diapers Market

Market players are integrating technological advancements in diaper production to meet the changing demands of consumers.

• Procter & Gamble Co. 
• Cardinal Health Inc
• Johnson & Johnson 
• Kimberly-Clark Corporation 
• Kao Corp
• Essity AB 
• S. C. Johnson & Son, Inc.  
• Babyganics
• Ontex Group N.V
• Honest Company Inc. 
• First Quality Enterprises, Inc. 
• Others