Cloth Diaper Market Size, Share & Industry Analysis, By Material (Cotton, Bamboo, Hemp, Microfibre, and Others), By End-User (Babies [Economic and Premium], [Flat, Pre-fold, Fitted, Pocket, All-in-one, and Others] and Adults [Women and Men]), By Distribution Channel (Online and Offline), and Regional Forecast, 2025-2032

The global cloth diaper market size was valued at USD 3.31 billion in 2024. The market is projected to grow from USD 3.59 billion in 2025 to USD 7.52 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 11.13% over the forecast period. Asia Pacific dominated the cloth diaper market with a market share of 42.3% in 2024.

Parents prefer cost-effective cotton nappy products to manage their parenting expenses. Such products are mainly made 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 that provide sustainable personal care solutions to consumers. For instance, in June 2023, SuperBottoms, a baby care brand, launched Easy Clean Top Sheets in India, made of biodegradable, non-toxic, unscented, and hypoallergenic materials.

Key players operating in the global market include Babee Greens, The Procter & Gamble Company, and Thirsties Baby. These companies continuously expand their product portfolios to strengthen their brand image worldwide. For instance, in June 2023, Charlie Banana, the Procter & Gamble Company-owned brand, launched a new 13 collection of reusable nappies designed and made from fully recyclable FSC-certified paper.

Cloth Diaper Market Trends

Growing Popularity of Skin-Sensitive Products to Augment Market Growth

Reusable nappies are often marketed as skin-friendly hygiene products that reduce the risks of allergies and rashes caused by chemical-based disposable nappies. Increasing preference among parents for skin-friendly nappies accelerates product revenues. In addition, rising demand for cotton nappies with adjustable sizes, organic fabrics, and user-friendly closure designs favors product sales across many countries worldwide.

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MARKET DYNAMICS

Market Drivers

Rising Demand for Alternatives to Disposable Products to Favor Market Growth

The increasing parental preference for alternatives to disposable hygiene products to reduce 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 the European Union (EU) in April 2022, the average cost of modern cloth reusable nappies for a baby's potty training period in the Pacific region was USD 375 compared to USD 1,752 for single-use disposable nappies. 

In addition, increasing awareness among women regarding the necessity of feminine hygiene products such as tampons, diapers, and pads is favoring the demand for these products globally. Furthermore, the rising prevalence of incontinence among the aged population and the growing consumer demand for cotton nappies drive the global market growth. According to the National Centre for Biotechnology Information, part of the National Library of Medicine (NLM), as of August 2024, 60% of adult women in the U.S. reported experiencing some degree of urinary leakage, with one-third of them experiencing leakage at least once a month. The major reasons for incontinence reported are stress and incontinence urge.

Governmental Initiatives in Supplying Baby Hygiene Products to Support Product Consumption Rate

Government programs focused on supplying cotton nappies often include educational campaigns to raise awareness about the benefits of cotton nappies. These campaigns provide information on the environmental benefits, cost savings, and health advantages of using cotton nappies. This develops public knowledge and interest in cotton nappies products, fostering product demand. Nowadays, governmental agencies and non-profit organizations are working to ensure an adequate supply of cotton nappies to avoid diaper shortages.

• For instance, in December 2023, the Cork County Council, in collaboration with Munster local authorities, launched The Cloth Nappy Incentive Scheme in Ireland. This initiative aims to tackle the environmental impact of disposable nappies by providing a starter kit containing 10 cotton nappies, nappy inserts, a storage bag for used nappies, and a pack of 12 cloth wipes.
• In September 2022, Idaho Diaper Bank, Idaho, a U.S.-based non-profit diaper organization, supplied 65,000 toddler nappies across Idaho, U.S. Such efforts by organizations contribute to increased product consumption. In addition, growing awareness regarding the availability of such products in middle-income population groups is driving global market growth.

Market Restraints

Lesser Absorbency Compared to Disposable Products to Restrain Market Growth

Parents often prefer disposable nappies due to the lesser urine and poop absorbency of reusable nappies. In addition, cotton-based nappies are available at higher prices and require frequent washing & drying, adding to maintenance efforts. These factors collectively limit product demand, restraining global market growth.

Market Opportunities

Increasing Preference for Biodegradable Nappies to Create Newer Growth Prospects

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

Market Challenges

Limited Product Availability at Department Stores May Challenge Product Sales

Due to limited supply compared to disposable products, cotton nappies are available in fewer quantities at department stores across many countries worldwide. Higher product prices, limited product availability, and easy consumer accessibility to alternative products, including wipes and disposable nappies, pose a challenge to the growth of product sales.

Impact of COVID-19

The economic impact of the COVID-19 pandemic, including income reductions and job losses, may have prevented some families from investing in cotton nappies. The pandemic intensified awareness of health and hygiene practices, leading to the increased importance of eco-friendly and hygienic diapers. Besides, with many individuals spending more time at home due to lockdowns and remote work arrangements, parents had greater opportunities to explore alternative diapering options, such as cloth diapers. Home-based care allowed for more frequent diaper changes and easier maintenance of cloth diapers, potentially increasing their demand among some parents during 2020.

SEGMENTATION ANALYSIS

By Material

Cotton Segment Led the Market due to its Higher Production

Based on materials, the market is divided into cotton, bamboo, hemp, microfibre, and others. The cotton segment held a major cloth diaper market share due to the significant production of cotton-based nappies by manufacturers, which adhered to organic cotton standards.

The emerging popularity of bamboo-based diapers as a sustainable alternative to traditional disposable products accelerates the bamboo segment growth.

Rising demand for hemp-made nappies with anti-bacterial properties among the parental population skyrocketed the hemp segment growth. Increasing usage of quick-drying microfiber inserts with eco-friendly designs supports microfiber segmental growth.

Others segment cover the analysis of various material types, including fleece, polyester, and wool.

By End-User

Significant Spending on Child Care Products Boosted Babies Segment Growth

Based on end-users, the market is bifurcated into babies and adults. The babies segment captured a major market share in 2024 due to significant spending by parents on childcare products. According to the American Heritage Credit Union, as of May 2023, the average cost of infant care in the U.S. reached more than USD 1,000 per month. The average cost of toddler care in the U.S. reached USD 850 per month.

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By type, the babies segment is further bifurcated into economic and premium categories. The economic segment is projected to grow at the fastest rate from 2025-2032, driven by the increasing number of middle-income households preferring cost-effective flat and pre-fold nappies for their babies. The premium segment exhibited a major market share in 2024, with shifting consumer preference for skin-friendly and comfortable high-end pocket, fitted, and all-in-one nappies, favoring the premium segment growth.

By product, the babies segment is further segmented into flat, prefold, fitted, pocket, all-in-one, and others. Easy consumer accessibility to the all-in-one nappies exhibiting higher adoption capabilities of doublers and cotton pads result in the all-in-one segment exhibiting a major global market share in 2024. The product's use in potty training activities, compared to other types, contributed to the segment’s rapid growth during 2025-2032. The growing popularity of flat and prefold diapers equipped with fasteners and minimal absorption necessities drives the flat and prefold segments' growth. Increasing toddlers' usage of travel-friendly fitted and pocket diapers, which require minimal absorption, is driving the fitted and pocket segment growth.

Others segment covers the analysis of various products, including all-in-two and hybrid-style products. The growing demand for premium-based hygiene products drives the growth of the others segment.

The adult segment is forecasted to grow at the fastest rate during the forecast period (2025-2032). The adult segment is mainly driven by the increasing number of working women and their spending on premium-quality cotton briefs. Besides, the increasing aged population's preference for underwear and pant-style briefs (boxer briefs) is creating new opportunities for the adult segment.

By demography, the adult segment is further bifurcated into women and men. The higher demand among women to manage incontinence issues with diapers resulted in the women segment holding a major market share in 2024. Growing awareness of the availability of cloth nappies for men in older age is supporting the growth of the segment.

By Distribution Channel

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. The 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 of cost-effective cotton nappies at baby care shops for consumers. Regular provision of discounted baby care products by convenience stores and supermarkets is likely to increase product demand and favor offline segmental revenues.

The rising adoption of online shopping for baby care products accelerates online segmental growth. Furthermore, increasing demand for parental households for subscription-based online baby care product services accelerates online segment growth.

Cloth Diaper Market Regional Outlook

Geographically, the market is studied across North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Asia Pacific

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Asia Pacific market size reached USD 1.40 billion in 2024. Asia Pacific held the largest global market share due to the significant demand for baby diapers from the large parental populations in China and Southeast Asia. In addition, the growing aging population in Japan and China is accelerating the demand for incontinence and nursing care products in the region. According to the World Economic Forum (WEF), as of September 2023, more than 8 out of 10 people in Japan are aged 80 years and above.

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North America

The North American market is mainly driven by the increasing demand for premium-based pocket and fitted baby nappies among the parental population. Furthermore, the rising number of single-parent households and their spending on infant care products favor product adoption in the region. According to the ANNIE E. CASEY Foundation, as of 2022, almost 71% of the households in Detroit, U.S., are of single-parent families.

Europe

The increasing consumer demand for skin-friendly, higher-absorption diapers in the U.K., Germany, and France drives the European market. Nowadays, governmental and water supply management agencies are focusing on introducing awareness campaigns about reusable diapers to reduce waste generation due to disposable nappies and wipes. This initiative is likely to influence consumers to buy reusable cotton nappies, thereby supporting the product demand in Europe.

South America and Middle East & Africa

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. Additionally, the increasing middle-income population and growing awareness of hygiene products are key factors driving the market growth.

COMPETITIVE LANDSCAPE

Key Market Players

Key Players Focus on Expanding their Capacity to Maintain their Positions in the Market

Key players are focusing on expanding their cotton nappy production capacity to maintain their positions in the local and global markets. In addition, they are prioritizing the use of sustainable materials such as bamboo, organic cotton, and other plant-based materials in nappy production. For instance, in February 2022, SuperBottoms, an Indian baby care brand, partnered with Sahyadri Farms Sustainable Grassroots Initiatives, Ltd., India's largest farmers' producers’ firm, to produce eco-friendly material-based langots, underwear, and infant nappies in India.

The competitive landscape of the market provides valuable insights into various competitors. It includes detailed profiles of various companies operating in the market, highlighting their business models and strategic initiatives and examining their financial health, including revenue generation and overall financial performance. The report also details the investments made by companies in research and development, indicating their commitment to service innovation and improvements.

Major Players in the Cloth Diaper Market

Babee Greens, The Procter & Gamble Company, Thirsties Baby, Modern Cloth Nappies, and Cotton Babies, Inc. are a few of the leading players in the market. The global market is extremely fragmented, with the top 5 players accounting for ~2.1% of the market share.

List of Key Cloth Diaper Companies Profiled

• The Procter & Gamble Company (U.S.)
• Babee Greens (U.S.)
• Thirsties Baby (U.S.)
• Modern Cloth Nappies (U.K.)
• Cotton Babies, Inc. (U.S.)
• LittleLamb (U.K.)
• 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

• September 2023 – Kidbea, a sustainable bamboo-based kid's product brand, developed a newer cotton nappy product with eco-friendly material-based technology, delivering exceptional absorbency, comfort, and sustainability solutions to users. 
• April 2023 – Kidbea established a partnership with Shoppers Stop to expand the reach of its Exclusive Kidswear Collection in India. The collection of products includes baby clothes, cotton nappies, and accessories.
• 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 sales of its clothing and wearable collections in India.

REPORT COVERAGE

The global market report analysis includes in-depth market-related information, and it highlights crucial aspects such as prominent companies, product materials, product types, end-users, and distribution channel analysis. Besides this, the research report on the cloth diaper market outlook provides insights into the market trends and highlights significant industry developments.

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Report Scope & Segmentation