Executive Summary

Mar 2019
PROSPECTS
Marginal uptick in value sales

Although the US birth rate was static in 2018, nappies/diapers was still recovering from the strong dip in the birth rate in 2017. 2018 saw a better current value performance compared with the previous two years, indicating the start of recovery.

Disposable pants continues to grow

Whilst overall nappies/diapers/pants struggled to achieve growth in 2018, disposable pants enjoyed a rising trend in volume and current value terms. Historically, training pants were often an optional transition between nappies/diapers and underpants during potty-training.

Natural players leverage internet retailing

There is a huge shift in consumer preference towards organic and natural products in nappies/diapers/pants. Infants’ skin is often sensitive, which has made parents increasingly concerned about the ingredients in nappies/diapers/pants, as they touch their children’s skin.

COMPETITIVE LANDSCAPE
Premium brands and private label

In 2018, The Procter & Gamble Co and Kimberly-Clark still led nappies/diapers/pants in value terms. However, both players were challenged by the rise of the premium segment and private label.

Amazon increases its portfolio

After Amazon Elements nappies/diapers were unsuccessful in 2015, Amazon quietly re-entered the category for the second time with its Mama Bear private label line in 2017. Mama Bear sells nappies/diapers in various sizes and ships free to Prime members.

Launch of Pampers Pure Protection

In early 2018, The Procter and Gamble Co. rolled out its new Pampers Pure Protection line of baby diapers and pants.

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Nappies/Diapers/Pants in the US

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in USA?
  • What are the major brands in USA?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in the US - Category analysis

HEADLINES

PROSPECTS

Marginal uptick in value sales
Disposable pants continues to grow
Natural players leverage internet retailing

COMPETITIVE LANDSCAPE

Premium brands and private label
Amazon increases its portfolio
Launch of Pampers Pure Protection

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in the US - Industry Overview

EXECUTIVE SUMMARY

Uptick in growth in retail tissue and hygiene
Rising raw materials costs to impact product pricing
Increasing competition from opposite ends of the spectrum
Changing consumer values
Slow population growth in a mature market

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

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