Global Diaper Market to Exceed USD 75 Billion by 2020, According to Technavio

LONDON–(BUSINESS WIRE)–$KMB #ConsumerandRetail–According to Technavio’s latest report, the global
diaper market
is expected to exceed USD 75 billion by 2020,
growing at a CAGR of over 5%.

According to Brijesh Kumar Choubey, lead analyst at Technavio for general
retail goods and services
research, “The growing aging
population, the introduction of biodegradable diapers, and the
increasing awareness regarding the benefits of maintaining personal
hygiene are the key growth drivers for the global diaper market. The
emergence of hybrid diapers is also paving the way for greater growth

In this report, Technavio
covers the present scenario and growth prospects of the Global
Diaper Market 2016-2020
. The report also presents the
vendor landscape and a corresponding detailed analysis of the top five
vendors operating in the market. The market is segmented into the
following three regions:

  • APAC
  • EMEA
  • Americas

APAC: fastest growing region in the global diaper market

The diaper market in APAC is expected to exceed USD 28 billion by 2020,
growing at a CAGR of over 10%.

APAC will be the fastest growing region in the global diaper market over
the next five years, and will likely hold the largest share of the
overall market by 2020. Factors such as a rising birth rate and
increasing disposable income are expected to boost the sales of baby
diapers in the region.

The adult diaper market in the region will also post a steady growth
rate over the next five years, owing to factors like the increasing
aging population and the rising awareness about the hygiene and the
convenience of these products. Within APAC, Technavio expects China,
Japan, and Thailand to generate the highest demand for adult diapers
during the forecast period. This is mainly attributed to the dense aging
population in these countries.

“In APAC, the major drivers of the baby diaper market are urbanization,
the rising middle-class population, and the increasing number of working
women. Factors such as convenience, comfort, and competitive prices are
also boosting the sales of diapers,”

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EMEA: easy availability of affordable products to boost growth

The diaper market in EMEA is expected to reach USD 24 billion by 2020,
growing at a CAGR of over 3%.

The market’s growth in South Africa is driven by the easy availability
of affordable products. The growth of the market in Kenya is attributed
to the country’s rising disposable income, the increasing awareness
about hygiene and convenience, and the growing aging population. Small
vendors are trying to increase their consumer bases by offering single
unit packs such as Hayat’s Molfix and Aljazeera’s Baby Love.

The high birth rate posted in the UAE in 2014 enhanced the growth of the
market in the region. P &G Gulf FZE is the most prominent vendor in the
diaper market in the UAE. Innovative products such as thin
diapers for both adults and babies are driving the market in the country.

The demand for cloth diapers is high in the region, owing to factors
such as innovations in the segment, environmental concerns, and high
awareness of the availability and benefits of these products. Some of
the emerging reusable cloth diaper brands in the UK are Easy Peasies,
Wonderoos, and TotsBots.

Americas: product differentiation and point-of-sale promotions to
boost growth

The diaper market in the Americas is expected to reach USD 23 billion by
2020, growing at a CAGR of over 2%.

The Americas dominated the global diaper market in 2015, which is
indicative of the fact that the product is popular in the region and the
adoption rate of diapers is high.

Diapers are essential routine products among the middle-class and
low-income consumers in Brazil. Their penetration rate is expected to
increase by 10%-15% by 2019. To address the growing demand for diapers,
vendors focus on product differentiation and point-of-sale promotions
through different types of packages.

The demand for cloth diapers is greater in this region due to the high
consumer awareness about the negative environmental impact of disposable

P&G and Kimberly-Clark are the leading vendors in the diaper market in
the Americas, and they provide both baby and adult diapers.

Key Vendors:

  • Kao
  • Kimberly-Clark
  • P&G
  • SCA
  • Unicharm

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About Technavio

is a leading global technology research and advisory company. The
company develops over 2000 pieces of research every year, covering more
than 500 technologies across 80 countries. Technavio has about 300
analysts globally who specialize in customized consulting and business
research assignments across the latest leading edge technologies.

Technavio analysts employ primary as well as secondary research
techniques to ascertain the size and vendor landscape in a range of
markets. Analysts obtain information using a combination of bottom-up
and top-down approaches, besides using in-house market modeling tools
and proprietary databases. They corroborate this data with the data
obtained from various market participants and stakeholders across the
value chain, including vendors, service providers, distributors,
re-sellers, and end-users.

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Jesse Maida
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