Emphasis on Cloth Diapering: R&D Investments By Top 10 Cloth Diaper Brands

The baby care space has witnessed a huge transformation with rising health awareness and innovations in products. Gone are the days of traditional diapering, as consumers are highly inclined toward new and innovative diapers made of sustainable materials for a rash-free yet hygienic experience for the baby. Top cloth diaper brands are ramping up their production capacities for cloth-based diapers and other similar alternatives to cater to the growing consumer demand. These diapers are gentle on the baby’s skin and offer maximum absorbency and breathability to protect the baby from skin irritation.

Nowadays, disposable cloth diapers have also come to the forefront to save childcare expenses. Thus, the growing preference of the parenteral demographic for deploying substitutes to disposable hygiene products to reduce childcare expenses is set to flourish market growth. The top cloth diaper brands are focusing on establishing the production capacity for cotton nappies to retain their position in the global and local space. They emphasize deploying sustainable materials, including organic cotton, bamboo, and other plant-based materials and producing products.

As per a report by Fortune Business Insights™, the market for cloth diaper reached USD 3.07 billion in 2023 and is set to reach USD 7.52 billion by 2032 with a CAGR of 12.4% during the 2024-2032 forecast period.

Fortune Business Insights™ Profiles Top 10 Key Companies in the Cloth Diaper Market

1. The Procter & Gamble Company

The Procter & Gamble Company, founded in 1837, is a global consumer products firm. It provides a wide array of products across a diverse range of categories, such as fabric and home care, family care, grooming, beauty, healthcare, baby, and feminine. It caters to a global customer base and its products are present in more than 180 nations and functions with many reputed brands, including Luvs, Pampers, Bounty, Charlie Banana, Charmin, and others. In June 2023, its baby care brand, Charlie Banana, announced the release of a new range of reusable cloth-based diaper products for babies, which can be found in 13 new designs and recyclable packaging materials.

2. Babee Greens

Babee Greens, headquartered in the U.S., manufactures sustainable and eco-friendly baby products. Its flagship products are inclusive of a range of cloth diapers manufactured using hemp, wool, and organic cotton. These products are developed to be reusable, minimizing waste compared to disposable counterparts. The company is also a manufacturer of a wide range of accessories, including diaper covers, liners, and wipes, which are made using eco-friendly materials. In October 2023, the manufacturer announced the release of its newest product line, ‘the Upcycled Baby Clothing Line.' These products are made using high-quality, eco-friendly materials and offer both sustainability and comfort to babies.

3. Thirsties Baby

Thirsties Baby, founded in 2004, is based in the U.S. and is a producer of cloth-based diapers. It provides varied baby products and cloth-based diapers, such as pocket diapers, swim diapers, prefolds and flats, fitted diapers, all-in-one diapers, and other diaper covers and baby accessories. It also works with distributors and retailers to widen its reach while broadening its product line. In May 2024, its old owner, Erin Kimmett, was re-appointed, whose reputed ownership helps the brand continue its well-developed legacy.

4. Cotton Baby Inc.

Cotton Baby Inc., founded in 2002 by Jennifer Labit, is based in the U.S. and manufactures cloth diapers and associated baby accessories. It provides a diverse array of products, such as free-time diapers, diaper covers, inserts, flip, and all-in-one diapers. In June 2021, the cloth-based diaper manufacturer announced an update in its privacy policy. This policy is associated with personal information processed by the manufacturer in its business activities through its mobile applications, other offline or online services, and websites.

5. Modern Cloth Nappies

Modern Cloth Nappies, the U.K.-based baby products manufacturer, particularly produces cloth-based diapers and other baby-related products. It provides different products, which are inclusive of pocket nappies, nappy inserts and boosters, nappy covers, and all-in-one nappies. It is highly dedicated to environmental responsibility and sustainability. Its products can be reused, which considerably minimizes the waste produced by disposable nappies. The cloth diaper manufacturer has a consistent emphasis on the maintenance of an active online presence with the help of its social media platforms and websites. It also works with partners and influencers to boost awareness about the advantages of cloth napping.

6.  LittleLamb

LittleLamb, founded in 2002, is based in Somerset, U.K., and has expertise in manufacturing baby products, such as cloth diapers. It provides a huge array of diapers, which are inclusive of cotton, pocket, microfiber, bamboo, and others. In March 2023, the manufacturer announced the launch of a new collection of baby diapers, 'Enchanted.’ This line is manufactured using eco-friendly materials, such as organic cotton and bamboo, which prove gentle and sustainable on the baby’s skin.

7.  AdultClothDiaper.com

AdultClothDiaper.com, headquartered in the U.S., is a producer of baby products and cloth-based diapers. It is a provider of a wide range of products, which include flat and prefolded diapers, diaper covers, contour diapers, and fitted diapers, making it one of the top cloth diaper brands. It strives to offer customized cloth accessories and diapers for people with particular requirements and demonstrate various absorbency levels and larger sizes. In addition, it emphasizes decreasing environmental impact by making use of eco-friendly materials and reusable products.

8.  Kinder Cloth Diaper Co.

Kinder Cloth Diaper Co. is a manufacturer located in the U.S. that provides a comprehensive range of baby products, such as pocket diapers, boosters, diaper inserts, and newborn diapers. In October 2023, the company announced the acquisition of Snap-EZ, a prominent manufacturer of reusable products developed for adults and youth. This deal emphasizes providing high-quality reusable products serving people of all ages and abilities.

9. Navashya Consumer Products Private Limited (SuperBottoms)

Navashya Consumer Products Private Limited (SuperBottoms) is an Indian consumer goods firm with expertise in personal hygiene and care products. It provides different diaper products under the 'SuperBottoms' brand, which include pocket diapers, newborn diapers, freestyle UNO diapers, and other baby products. In May 2022, the company announced that it has bagged USD 3 million in funding from Saama Capital, DSG Consumer Partners, and Venture Catalysts. It aims to use the new funds to broaden its consumer reach while hiring senior-level personnel.

10. Happy Beehinds Cloth Diaper

Happy Beehinds Cloth Diaper Company is located in the U.S. and manufactures baby products and cloth diapers. It provides a varied range of products developed to cater to the requirements of eco-conscious and modern parents for products including newborn diapers, pocket diapers, fitted diapers, and others. The company is consistently trying to widen its customer base by inking deals with retailers, influencers, and other stakeholders to encourage responsiveness to the benefits and usefulness of cloth-based diapering and assist parents in their journey.

Are Cloth Diapers the Future of Diapering?

Governments across the globe are encouraging sustainable alternatives to conventional products to meet their ambitious carbon neutrality targets. Government programs emphasizing the supply of products are often inclusive of educational campaigns to boost awareness pertaining to the benefits of cloth-based diapering. These programs offer cost savings and information on the environmental advantages and health benefits of deploying these diapers. Thus, this, along with high R&D investments by top cloth diaper brands coupled with growing consumer awareness, is set to present new pathways to the industry.