Cloth Diaper Market Size, Share & COVID-19 Impact Analysis, By End-user [Babies (Economic and Premium) and Adults], By Distribution Channel (Online and Offline), and Regional Forecasts, 2023-2030

The global cloth diaper market size was valued at USD 2.86 billion in 2022. The market is projected to grow from USD 3.07 billion in 2023 to USD 5.33 billion in 2030, exhibiting a CAGR of 8.2% during the forecast period.

Parents prefer cost-effective cotton nappy products to limit their parenting expenses. Such products are mainly equipped with skin-sensitive materials and adjustable waterproofing properties. They are available in various design styles such as flat, pre-fold, fitted, pocket, and others. Nowadays, manufacturers offer innovative cotton nappies, which provide sustainable personal care solutions to consumers. For instance, in June 2021, Modibodi, an underwear and brief products maker, launched a range of innovative, biodegradable cloth diapers in Australia. 

COVID-19 IMPACT

Increasing Demand for Personal Hygiene Products amid COVID-19 Pandemic to Favor Growth

Nowadays, consumers buy nappies, feminine pads & tampons, wipes, and other personal care products to avoid bacterial & viral infection incidences and maintain personal hygiene. The occurrence of COVID-19 pandemic has accelerated consumer demand for such products. In addition, the increasing trend of stockpiling personal hygiene products amid COVID-19-related lockdown restrictions is further favoring the key players’ sales of baby care products. Besides, the rising adoption of online shopping for daily essential goods drives the market growth rate during the pandemic. For instance, Essity AB, a hygiene products maker, reported 14% increase in e-commerce sales and reached USD 1.88 billion in 2021.

However, disruption in the global supply chain and the shutting down of nappy manufacturing facilities due to the COVID-19-related lockdown restrictions have negatively impacted the key companies’ revenues from such products. In addition, the closure of supermarkets and pharmacy shops due to such restrictions has lowered the product consumption rate during the pandemic.

LATEST TRENDS

Increasing Preference for Sustainably-made Nappies to Create Newer Growth Prospects 

Increasing the parental population’s demand for nappies made of sustainable materials such as natural cotton, bamboo, hemp, microfiber, and others will likely create newer market growth prospects. In addition, the growing popularity of using biodegradable and compostable material-based adult cloth diaper among the aged population to avoid skin irritation while using disposable products is accelerating the cloth diaper market growth. Furthermore, rising adult consumers’ demand for higher absorption property-based cotton briefs and boxers to treat their incontinence problems better is favoring the product demand globally.

DRIVING FACTORS

Rising Demand for Alternatives to Disposable Products to Favor Growth

The increasing parental population’s preference for using alternatives to disposable hygiene products to limit childcare expenses is accelerating market growth. As per the report ‘Assessment of Alternatives to Single-use Disposable Diapers,’ collectively presented by PacWastePlus, a Pacific waste management organization and European Union (EU), in April 2022, in the Pacific region, the average cost of modern cloth reusable nappies for a baby’s potty training period reached USD 375 compared to USD 1,752 in case of single-use disposable nappies. 

In addition, increasing awareness regarding the necessity of using feminine hygiene products such as tampons, diapers, and pads among women is favoring the demand for such products globally. Furthermore, the rising prevalence of incontinence among the aged population and the growing demand for cotton cloth diaper drive the global market growth. According to the data presented by the European Union (EU), a European political and economic union, in 2021, more than one-fifth of the European population was aged 65 years and older.

Governmental Initiative in Supplying Nappies to Support Product Consumption Rate

Nowadays, governmental agencies and non-profit organizations focus on supplying the needed volume of cotton nappies to avoid diaper shortage issues. In September 2022, Idaho Diaper Bank, Idaho, a U.S.-based non-profit diaper product warehouse, supplied 65,000 toddler nappies in Idaho, U.S. These organizations’ efforts will support the product consumption rate globally. In addition, growing awareness regarding the availability of such products in middle income population groups is driving the global market growth.

RESTRAINING FACTORS

Declining Birth Rate to Limit Product Demand

The declining birth rate limits the nappies demand in many countries globally. As per the data presented by the National Bureau of Statistics of China (NBS), in 2021, there were 10.62 million infants born in China, compared to 10.74 million in 2020. In addition, easy consumers’ access to alternative hygiene products such as reusable underwear and pants, wipes, and pads is lowering the demand for diapers. Furthermore, regular unorganized industry players’ provision of nappy products with their competitive pricing is impacting the sales of companies such as Procter & Gamble Company, Babeegreens, and other key players, thereby restraining the market growth.

SEGMENTATION

By End-user Analysis

Significant Spending on Child Care Products Makes Babies Segment Dominate Market

Based on end-user, the market can be segmented into babies and adults. The babies segment holds a major market share due to the significant parental population’s spending on childcare products. As per the estimated data presented by the Centre for American Progress, advocacy & public policy-related marketing research organization, in June 2021, the average monthly spending on infant care in the U.S. reached USD 1,324.

Babies segment is further segmented into economic and premium. The economic segment is mainly driven by the increasing number of middle-income households preferring cost-effective flat and pre-fold nappies for their babies. Shifting consumer preference for skin-friendly and comfortable high-end pocket, fitted, and all-in-one nappies is favoring the premium segmental growth. As per a survey conducted over 2,453 Australian parents by the Australian Nappy Association (ANA) in May 2019, 38.6% and 26.9% of the respondents prefer all-in-two and pocket-style premium quality nappies, respectively. 

The adults segment is mainly driven by the increasing number of working women and their spending on premium-quality cotton briefs. As per the statistics presented by the U.S. Bureau of Labor Statistics (BLS), the U.S. Department of Labor, women's labor force participation rate in the U.S. increased from 57.1% of the total women's population in 2018 to 57.4% in 2019. Besides, the increasing aged population’s preference for underwear and pant-style briefs (boxer briefs) is creating new opportunities for the adults segment. 

By Distribution Channel Analysis

Baby Shops’ Provision of Cost-effective Cotton Nappies Result in Offline Segment to Dominate Market

By distribution channel, the market is segmented into online and offline. Offline segment includes various distribution channels such as pharmacy stores, hypermarkets & supermarkets, and convenience stores. The offline segment holds a major market share due to the easy accessibility to cost-effective cotton nappies at baby care shops to consumers. In addition, regular provision of discounted baby care products by convenience stores and supermarkets will likely increase product demand and favor offline segmental revenues. In contrast, the rising adoption of online shopping for baby care products accelerates online segmental growth. Furthermore, increasing parental households’ demand for subscription-based online baby care product services accelerates online segmental revenues.

REGIONAL INSIGHTS

The global market is segregated into North America, Europe, Asia Pacific, South America, and the Middle East & Africa. The Asia Pacific market size reached USD 1.20 billion in 2022. Asia Pacific holds the largest global market share due to significant Chinese and South East Asian parental population’s demand for baby diapers. In addition, growth in the aging population in Japan and China is accelerating the demand for incontinence and nursing care products in the region. According to the data presented by the World Bank Group, an international financial institution, as of 2021, there was nearly 29% of the Japanese population aged 65 years and above compared to 28% in 2019.

The North America cloth diaper market is mainly driven by increasing parental population’s demand for premium-based pocket and fitted baby nappies. Furthermore, the rising number of single-parent households and their spending on infant care products is favoring the product revenues in the region. As per the data presented by the U.S. Census Bureau, in 2020, there were 9.5 million single-person households in the U.S., and single-mother households made up more than 80% of such households in the country.   

The increasing consumer demand for the skin-friendly, higher absorption property-based diapers in the U.K., Germany, and France mainly drives the European market. Nowadays, governmental and water supply management agencies focus on introducing reusable diaper-related awareness campaigns to reduce waste generation due to disposable nappies and wipes. Such an aspect will likely influence consumers to buy reusable cotton nappies, thereby supporting the product demand in Europe. In April 2021, Mama Bamboo, a bamboo-based nappy maker, reported that nearly 3 billion single-use nappies are being disposed of in landfill annually in the U.K.

The rising prevalence of incontinence among women and men in Brazil, Argentina, and other Latin American countries is mainly driving the demand for adult briefs in the region. According to the data presented by the Ministry of Health, Government of Brazil, in Brazil, the number of outpatient appointments for urinary incontinence issues increased from 3,457 in 2010 to 16,765 in 2019.

 Rising number of middle-income population groups and growing awareness regarding a variety of hygiene products among them is mainly driving the Middle East & Africa market growth.

KEY INDUSTRY PLAYERS

Production Capacity Building and Portfolio Expansion are Key Strategies Adopted by the Market Players to Fuel Market Growth

Key players focus on building cotton nappies' production capacity to maintain their position in the local and global marketplace. In addition, they focus on using sustainable materials such as bamboo, organic cotton, and other plant-based materials while producing nappies. For instance, in February 2022, SuperBottoms, an Indian baby care brand, partnered with Sahyadri Farms Sustainable Glassroots Initiatives, Ltd., India’s largest farmers’ producers firm, to further produce eco-friendly material-based langots, underwear, and infant nappies in India.

LIST OF PROMINENT COMPANIES PROFILED:

• The Procter & Gamble Company (U.S.)


• Babeegreens (U.S.)


• Thirsties Baby (U.S.)


• Modern Cloth Nappies (U.K.)


• Cotton Babies, Inc. (U.S.)


• LittleLamb (U.K.)


• AdultClothDiaper.Com (U.S.)


• Kinder Cloth Diaper Co. (U.S.)


• Navashya Consumer Products Pvt. Ltd. (India)


• Happy BeeHinds Cloth Diaper Company (U.S.)

KEY INDUSTRY DEVELOPMENTS:

• December 2022: TerraCycle, a U.S.-based waste management company, launched a cotton nappies supply service under its reuse platform Loop in the U.S.


• July 2022: Rosy Baby, a Vietnamese Louisa & Rose, a joint stock baby cotton diaper brand, established an agreement with Roosevelt, LLC. to supply its cotton diapers in the U.S. market.


• May 2022: SuperBottoms, an Indian baby care products manufacturer, invested USD 3.0 million to strengthen its clothing wearable collections’ sales in India.


• July 2021: SuperBottoms, an Indian baby products manufacturer, launched UNO 2.0, an innovative cotton nappy product for babies in India.


• March 2019: National Diaper Bank Network (NDBN) expanded its presence in Joplin, Missouri, U.S. to supply disposable and cotton nappies to the people in the area.

REPORT COVERAGE

The research report analyzes the market in detail and highlights crucial aspects such as prominent companies, end-user types, and distribution channels. Besides, the report provides actionable insights into the market trends and competitive landscape, highlighting significant cloth diaper industry developments and the global market outlook. In addition to the abovementioned aspects, the report encompasses several factors contributing to the market's growth in recent years.

Report Scope & Segmentation