Summary

KEY FINDINGS
The United States baby diapers market is expected to grow at a CAGR of 4.36% during the forecast period from 2025 to 2032. The market was valued at $6144.73 million in 2024 and is expected to reach a revenue of $8697.89 million by 2032. In terms of volume, the United States baby diapers market is expected to grow at a CAGR of 2.02% during the same period. The market was valued at 21723.78 million units in 2024 and is expected to generate 25582.04 million units by 2032.
MARKET INSIGHTS
The baby diapers market in the United States is undergoing a transformation, driven by product innovation, the growth of e-commerce, and an increasing focus on niche segments. Market players are prioritizing innovations in leak protection and absorbency, aligning products with consumer demands for better performance. The rise of e-commerce platforms has also made baby diapers more accessible, enabling convenient online purchases and supporting the adoption of subscription-based models that cater directly to consumers.
Despite these growth drivers, the market faces significant challenges. The U.S. birth rate continues to decline, with 2023 recording a 3% drop in the general fertility rate to 54.5 births per 1,000 females aged 15-44, down from 56.0 in 2022. The total number of births fell by 2% to 3,596,017 in 2023, reflecting a cumulative 17% decline since the peak in 2007. Rising diaper prices are further straining demand, particularly among lower-income households, as inflationary pressures reduce disposable income for essential baby care products.
Emerging trends in the market highlight a growing demand for sustainable and eco-friendly diapers as environmentally conscious parents seek biodegradable and reusable alternatives. Additionally, the adoption of direct-to-consumer subscription models is reshaping the purchasing landscape. These models offer convenience, customization, and cost savings, allowing brands to establish direct relationships with consumers while ensuring a steady revenue stream.
The U.S. baby diapers market remains resilient despite demographic and economic pressures. With brands leveraging product innovation, sustainability, and subscription-based sales models, they are well-positioned to tap into niche markets and cater to the evolving needs of modern parents. The ongoing shift toward disposable pants, which offer convenience and ease of use, further supports the market’s long-term growth potential.
SEGMENTATION ANALYSIS
The report scope on the United States baby diapers market includes segmentation analysis on the basis of product type, age group, and distribution channel.

Market by Product Type:
• Disposable Pants
• Ultra/Super Absorbent Disposable Diapers
• Regular Disposable Diapers
• Training Nappies
• Swim Pants
• Bio-Degradable Disposable Diapers
• Nappies/Diaper
• Standard Nappies/Diapers
• Newborn Nappies/Diapers
• Junior Nappies/Diapers
Market by Age Group:
• Infants (0‐6 Months)
• Babies & Young Toddlers (6‐18 Months)
• Toddlers (18‐24 Months)
• Children Over 2 Years

Market by Distribution Channel:
• Hypermarket/ Supermarket
• Pharmacy/ Drug Stores
• Convenience Stores
• Online Sales Channel
• Other Distribution Channels

Inkwood Research’s report on the United States baby diapers market provides in-depth insights as well as the market’s segmentation analysis. The detailed evaluation of the market includes PESTLE Analysis, Market Maturity Analysis, Market Concentration Analysis, Competitive Landscape, and Value Chain Analysis.
COMPETITIVE INSIGHTS
Key players operating in the United States baby diapers market include Albertsons Cos Inc, Babyganics Products Pbc, Costco Wholesale Corp, CVS Health Corp, Honest Co, The Kroger Co, Kimberly-Clark Corp, etc.
Procter & Gamble Co (P&G) is a leading American multinational corporation specializing in the production and marketing of fast-moving consumer goods (FMCG). The company operates through five major business segments: Beauty, Grooming, Health Care, Fabric & Home Care, and Baby, Feminine & Family Care. Each segment houses iconic global brands such as Head & Shoulders, Pantene, Gillette, Oral-B, Tide, Pampers, and Always, among others. P&G’s product portfolio covers a diverse range of consumer needs, including personal care, home cleaning, and hygiene.

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Table of Contents

1. RESEARCH SCOPE & METHODOLOGY
1.1. STUDY OBJECTIVES
1.2. METHODOLOGY
1.3. ASSUMPTIONS & LIMITATIONS
2. EXECUTIVE SUMMARY
2.1. MARKET SIZE & ESTIMATES
2.2. COUNTRY SNAPSHOT
2.3. COUNTRY ANALYSIS
2.4. SCOPE OF STUDY
2.5. MAJOR MARKET FINDINGS
2.5.1. DOMINANCE OF DISPOSABLE PANTS OVER NAPPIES
2.5.2. MARKET PLAYERS ARE TARGETING NICHES
3. MARKET DYNAMICS
3.1. KEY DRIVERS
3.1.1. INNOVATIONS IN LEAK PROTECTION AND ABSORBENCY ARE ALIGNING WITH CONSUMER PREFERENCES, DRIVING A SIGNIFICANT INCREASE IN DEMAND
3.1.2. GROWTH OF E-COMMERCE PLATFORMS ARE LEADING TO INCREASED DEMAND
3.2. KEY RESTRAINTS
3.2.1. DECLINING BIRTH RATES RESTRAIN FUTURE MARKET GROWTH
3.2.2. RISING PRICES ARE AFFECTING DEMAND FROM LOWER INCOME HOUSEHOLDS
4. KEY ANALYTICS
4.1. KEY MARKET TRENDS
4.1.1. DEMAND FOR SUSTAINABLE AND ECO-FRIENDLY PRODUCTS
4.1.2. ADOPTION OF DIRECT TO CONSUMER SUBSCRIPTION BASED MODELS
4.2. PESTLE ANALYSIS
4.2.1. POLITICAL
4.2.2. ECONOMICAL
4.2.3. SOCIAL
4.2.4. TECHNOLOGICAL
4.2.5. LEGAL
4.2.6. ENVIRONMENTAL
4.3. PORTER’S FIVE FORCES ANALYSIS
4.3.1. BUYERS POWER
4.3.2. SUPPLIERS POWER
4.3.3. SUBSTITUTION
4.3.4. NEW ENTRANTS
4.3.5. INDUSTRY RIVALRY
4.4. GROWTH PROSPECT MAPPING
4.5. MARKET MATURITY ANALYSIS
4.6. MARKET CONCENTRATION ANALYSIS
4.7. VALUE CHAIN ANALYSIS
4.7.1. RAW MATERIAL PROCUREMENT
4.7.2. MANUFACTURING AND PROCESSING
4.7.3. DISTRIBUTION AND LOGISTICS
4.7.4. DISPOSAL AND RECYCLING CONSIDERATIONS
4.8. KEY BUYING CRITERIA
4.8.1. PRICE
4.8.2. PERFORMANCE AND COMFORT LEVEL
4.8.3. BRANDING
4.8.4. CONVENIENCE AND AVAILABILITY
5. MARKET BY PRODUCT TYPE (IN $ MILLION & IN MILLION UNITS)
5.1. DISPOSABLE PANTS
5.1.1. ULTRA/SUPER ABSORBENT DISPOSABLE DIAPERS
5.1.2. REGULAR DISPOSABLE DIAPERS
5.1.3. TRAINING NAPPIES
5.1.4. SWIM PANTS
5.1.5. BIO-DEGRADABLE DISPOSABLE DIAPERS
5.2. NAPPIES/DIAPER
5.2.1. STANDARD NAPPIES/DIAPERS
5.2.2. NEW BORN NAPPIES/DIAPERS
5.2.3. JUNIOR NAPPIES/DIAPERS
6. MARKET BY AGE GROUP (IN $ MILLION & IN MILLION UNITS)
6.1. INFANTS (0‐6 MONTHS)
6.2. BABIES & YOUNG TODDLERS (6‐18 MONTHS)
6.3. TODDLERS (18‐24 MONTHS)
6.4. CHILDREN OVER 2 YEARS
7. MARKET BY DISTRIBUTION CHANNEL
7.1. HYPERMARKET/ SUPERMARKET
7.2. PHARMACY/ DRUG STORES
7.3. CONVENIENCE STORES
7.4. ONLINE SALES CHANNEL
7.5. OTHER DISTRIBUTION CHANNELS
8. COMPETITIVE LANDSCAPE
8.1. KEY STRATEGIC DEVELOPMENTS
8.1.1. MERGERS & ACQUISITIONS
8.1.2. PRODUCT LAUNCHES & DEVELOPMENTS
8.1.3. PARTNERSHIPS & AGREEMENTS
8.1.4. BUSINESS EXPANSIONS
8.2. MARKET SHARE ANALYSIS
8.3. BRAND SHARE ANALYSIS
8.4. COMPANY PROFILES
8.4.1. ALBERTSONS COS INC
8.4.1.1. COMPANY OVERVIEW
8.4.1.2. PRODUCT PORTFOLIO
8.4.1.3. STRENGTHS & CHALLENGES
8.4.2. BABYGANICS PRODUCTS PBC
8.4.2.1. COMPANY OVERVIEW
8.4.2.2. PRODUCT PORTFOLIO
8.4.2.3. STRENGTHS & CHALLENGES
8.4.3. COSTCO WHOLESALE CORP
8.4.3.1. COMPANY OVERVIEW
8.4.3.2. PRODUCT PORTFOLIO
8.4.3.3. STRENGTHS & CHALLENGES
8.4.4. CVS HEALTH CORP
8.4.4.1. COMPANY OVERVIEW
8.4.4.2. PRODUCT PORTFOLIO
8.4.4.3. STRENGTHS & CHALLENGES
8.4.5. HONEST CO
8.4.5.1. COMPANY OVERVIEW
8.4.5.2. PRODUCT PORTFOLIO
8.4.5.3. STRENGTHS & CHALLENGES
8.4.6. THE KROGER CO
8.4.6.1. COMPANY OVERVIEW
8.4.6.2. PRODUCT PORTFOLIO
8.4.6.3. STRENGTHS & CHALLENGES
8.4.7. KIMBERLY-CLARK CORP
8.4.7.1. COMPANY OVERVIEW
8.4.7.2. PRODUCT PORTFOLIO
8.4.7.3. STRENGTHS & CHALLENGES
8.4.8. PROCTER & GAMBLE
8.4.8.1. COMPANY OVERVIEW
8.4.8.2. PRODUCT PORTFOLIO
8.4.8.3. STRENGTHS & CHALLENGES
8.4.9. THE SAFEWAY INC
8.4.9.1. COMPANY OVERVIEW
8.4.9.2. PRODUCT PORTFOLIO
8.4.9.3. STRENGTHS & CHALLENGES
8.4.10. SEVENTH GENERATION INC
8.4.10.1. COMPANY OVERVIEW
8.4.10.2. PRODUCT PORTFOLIO
8.4.10.3. STRENGTHS & CHALLENGES














LIST OF TABLES
TABLE 1: UNITED STATES BABY DIAPER MARKET – COUNTRY SNAPSHOT
TABLE 2: UNITED STATES BABY DIAPER MARKET, HISTORICAL YEARS, 2018-2023 (IN $ MILLION)
TABLE 3: UNITED STATES BABY DIAPER MARKET, FORECAST YEARS, 2025-2032 (IN $ MILLION)
TABLE 4: UNITED STATES BABY DIAPER MARKET, HISTORICAL YEARS, 2018-2023 (IN MILLION UNITS)
TABLE 5: UNITED STATES BABY DIAPER MARKET, FORECAST YEARS, 2025-2032 (IN MILLION UNITS)
TABLE 6: UNITED STATES BABY DIAPER MARKET, BY PRODUCT TYPE, HISTORICAL YEARS, 2018-2023 (IN $ MILLION)
TABLE 7: UNITED STATES BABY DIAPER MARKET, BY PRODUCT TYPE, FORECAST YEARS 2025-2032 (IN $ MILLION)
TABLE 8: UNITED STATES BABY DIAPER MARKET, BY PRODUCT TYPE, HISTORICAL YEARS, 2018-2023 (IN MILLION UNITS)
TABLE 9: UNITED STATES BABY DIAPER MARKET, BY PRODUCT TYPE, FORECAST YEARS 2025-2032 (IN MILLION UNITS)
TABLE 10: UNITED STATES BABY DIAPER MARKET, BY DISPOSABLE PANTS, HISTORICAL YEARS, 2018-2023 (IN $ MILLION)
TABLE 11: UNITED STATES BABY DIAPER MARKET, BY DISPOSABLE PANTS, FORECAST YEARS, 2025-2032 (IN $ MILLION)
TABLE 12: UNITED STATES BABY DIAPER MARKET, BY DISPOSABLE PANTS, HISTORICAL YEARS, 2018-2023 (IN MILLION UNITS)
TABLE 13: UNITED STATES BABY DIAPER MARKET, BY DISPOSABLE PANTS, FORECAST YEARS, 2025-2032 (IN MILLION UNITS)
TABLE 14: UNITED STATES BABY DIAPER MARKET, BY NAPPIES/DIAPER, HISTORICAL YEARS, 2018-2023 (IN $ MILLION)
TABLE 15: UNITED STATES BABY DIAPER MARKET, BY NAPPIES/DIAPER, FORECAST YEARS, 2025-2032 (IN $ MILLION)
TABLE 16: UNITED STATES BABY DIAPER MARKET, BY NAPPIES/DIAPER, HISTORICAL YEARS, 2018-2023 (IN MILLION UNITS)
TABLE 17: UNITED STATES BABY DIAPER MARKET, BY NAPPIES/DIAPER, FORECAST YEARS, 2025-2032 (IN MILLION UNITS)
TABLE 18: UNITED STATES BABY DIAPER MARKET, BY AGE GROUP, HISTORICAL YEARS, 2018-2023 (IN $ MILLION)
TABLE 19: UNITED STATES BABY DIAPER MARKET, BY AGE GROUP, FORECAST YEARS, 2025-2032 (IN $ MILLION)
TABLE 20: UNITED STATES BABY DIAPER MARKET, BY AGE GROUP, HISTORICAL YEARS, 2018-2023 (IN MILLION UNITS)
TABLE 21: UNITED STATES BABY DIAPER MARKET, BY AGE GROUP, FORECAST YEARS, 2025-2032 (IN MILLION UNITS)
TABLE 22: UNITED STATES BABY DIAPER MARKET, BY DISTRIBUTION CHANNEL, HISTORICAL YEARS, 2018-2023 (IN $ MILLION)
TABLE 23: UNITED STATES BABY DIAPER MARKET, BY DISTRIBUTION CHANNEL, FORECAST YEARS, 2025-2032 (IN $ MILLION)
TABLE 24: LIST OF MERGERS & ACQUISITIONS
TABLE 25: LIST OF PRODUCT LAUNCHES & DEVELOPMENTS
TABLE 26: LIST OF PARTNERSHIPS & AGREEMENTS
TABLE 27: LIST OF BUSINESS EXPANSIONS

LIST OF FIGURES
FIGURE 1: KEY MARKET TRENDS
FIGURE 2: PORTER’S FIVE FORCES ANALYSIS
FIGURE 3: GROWTH PROSPECT MAPPING FOR UNITED STATES BABY DIAPER MARKET
FIGURE 4: MARKET MATURITY ANALYSIS
FIGURE 5: MARKET CONCENTRATION ANALYSIS
FIGURE 6: VALUE CHAIN ANALYSIS
FIGURE 7: KEY BUYING CRITERIA
FIGURE 8: UNITED STATES BABY DIAPER MARKET, GROWTH POTENTIAL, BY PRODUCT TYPE, IN 2024
FIGURE 9: UNITED STATES BABY DIAPER MARKET, BY DISPOSABLE PANTS, 2025-2032 (IN $ MILLION)
FIGURE 10: UNITED STATES BABY DIAPER MARKET, GROWTH POTENTIAL, BY DISPOSABLE PANTS, 2025-2032 (IN $ MILLION)
FIGURE 11: UNITED STATES BABY DIAPER MARKET, BY ULTRA/SUPER ABSORBENT DISPOSABLE DIAPERS, 2025-2032 (IN $ MILLION)
FIGURE 12: UNITED STATES BABY DIAPER MARKET, BY REGULAR DISPOSABLE DIAPERS, 2025-2032 (IN $ MILLION)
FIGURE 13: UNITED STATES BABY DIAPER MARKET, BY TRAINING NAPPIES, 2025-2032 (IN $ MILLION)
FIGURE 14: UNITED STATES BABY DIAPER MARKET, BY SWIM PANTS, 2025-2032 (IN $ MILLION)
FIGURE 15: UNITED STATES BABY DIAPER MARKET, BY NAPPIES/DIAPER, 2025-2032 (IN $ MILLION)
FIGURE 16: UNITED STATES BABY DIAPER MARKET, BY BIO-DEGRADABLE DISPOSABLE DIAPERS, 2025-2032 (IN $ MILLION
FIGURE 17: UNITED STATES BABY DIAPER MARKET, GROWTH POTENTIAL, BY NAPPIES/DIAPER, 2025-2032 (IN $ MILLION)
FIGURE 18: UNITED STATES BABY DIAPER MARKET, BY STANDARD NAPPIES/DIAPERS, 2025-2032 (IN $ MILLION)
FIGURE 19: UNITED STATES BABY DIAPER MARKET, BY NEW BORN NAPPIES/DIAPERS, 2025-2032 (IN $ MILLION)
FIGURE 20: UNITED STATES BABY DIAPER MARKET, BY JUNIOR NAPPIES/DIAPERS, 2025-2032 (IN $ MILLION)
FIGURE 21: UNITED STATES BABY DIAPER MARKET, GROWTH POTENTIAL, BY AGE GROUP, IN 2024
FIGURE 22: UNITED STATES BABY DIAPER MARKET, BY INFANTS (0‐6 MONTHS), 2025-2032 (IN $ MILLION)
FIGURE 23: UNITED STATES BABY DIAPER MARKET, BY BABIES & YOUNG TODDLERS (6‐18 MONTHS), 2025-2032 (IN $ MILLION)
FIGURE 24: UNITED STATES BABY DIAPER MARKET, BY TODDLERS (18‐24 MONTHS), 2025-2032 (IN $ MILLION)
FIGURE 25: UNITED STATES BABY DIAPER MARKET, BY CHILDREN OVER 2 YEARS, 2025-2032 (IN $ MILLION)
FIGURE 26: UNITED STATES BABY DIAPER MARKET, GROWTH POTENTIAL, BY DISTRIBUTION CHANNEL, IN 2024
FIGURE 27: UNITED STATES BABY DIAPER MARKET, BY HYPERMARKET/ SUPERMARKET, 2025-2032 (IN $ MILLION)
FIGURE 28: UNITED STATES BABY DIAPER MARKET, BY PHARMACY/ DRUG STORES, 2025-2032 (IN $ MILLION)
FIGURE 29: UNITED STATES BABY DIAPER MARKET, BY CONVENIENCE STORES, 2025-2032 (IN $ MILLION)
FIGURE 30: UNITED STATES BABY DIAPER MARKET, BY ONLINE SALES CHANNEL, 2025-2032 (IN $ MILLION)
FIGURE 31: UNITED STATES BABY DIAPER MARKET, BY OTHER DISTRIBUTION CHANNELS, 2025-2032 (IN $ MILLION)
FIGURE 32: UNITED STATES BABY DIAPER MARKET - MARKET SHARE ANALYSIS, 2023 & 2024 (IN %)
FIGURE 33: UNITED STATES BABY DIAPER MARKET - BRAND SHARE ANALYSIS, 2023 & 2024 (IN %)