米国のベビー用オムツ市場：製品タイプ別、性質別、サイズ別、価格帯別、流通チャネル別、地域別、機会、予測、2018年～2032年

米国のベビー用オムツの市場規模は、2025年～2032年の予測期間中に4.37％のCAGRで拡大し、2024年の131億9,000万米ドルから2032年には185億7,000万米ドルに成長すると予測されています。米国のベビー用オムツ市場の成長を後押ししている主な要因はいくつかありますが、主に、乳幼児の衛生重視の高まり、共働きの親を求める利便性、吸収力とウェットインジケータの革新、eコマースの成長、サブスクリプション型サービスの利用可能性、急速な都市化、共働き世帯の増加、高級品質の紙オムツ需要の高まりなどが挙げられます。

米国のベビー用オムツ市場には、紙オムツ、布オムツ、新興の生分解性オプションが含まれ、紙オムツはその利便性から圧倒的な市場シェアを維持しています。

人口動向は重要な役割を果たしており、出生率が若干低下しているにもかかわらず、ミレニアル世代の親が引き続き需要を牽引しています。これらの消費者は利便性と品質を優先し、プレミアム製品の採用につながります。さらに、オムツ素材の技術的進歩により、吸収性と皮膚の健康上の利点が向上しており、大手ブランドは研究開発に多額の投資を行っています。また、市場はオンライン小売チャネルへとシフトしており、2023年時点ではeコマースがオムツ総売上の30％近くを占めています。

Procter & Gamble（Pampers）やKimberly-Clark（Huggies）といった大手メーカーは、継続的な技術革新とブランド・ロイヤルティを通じて、市場での確固たる地位を維持しています。AmazonやTargetのような小売業者によるプライベートブランドは、品質に妥協することなく費用対効果の高い代替品を提供することで人気を博しています。

紙オムツと布オムツの比較：消費者の嗜好の変化

紙オムツと布オムツの選択には、コスト、利便性、環境への影響など複数の考慮事項が含まれます。紙オムツは、特に共働きの親や保育施設での利便性により、約90％の市場シェアを維持しています。米国の平均的な家庭では、紙オムツに毎月70～80米ドルを費やしており、子ども1人につき年間合計1,000米ドル近くを費やしています。

布オムツは環境意識の高い消費者の間で再注目されており、漏れや利便性に関する従来の懸念に近代的なデザインが対応しています。布オムツセットの初期費用は300～500米ドルと高めですが、長期的な節約効果は子ども1人当たり1,500米ドルに達します。しかし、洗濯に時間がかかることや、家庭外での使用に課題があることから、普及には依然として限界があります。

再利用可能なカバーと使い捨てのインサートを備えたハイブリッドソリューションが、妥協案として登場しました。大手ブランドは、環境への配慮と実用性のバランスがとれた中間的な解決策を求める親に対応するため、こうした選択肢を導入しています。例えば、Pampersは、再利用可能なアウターシェルと生分解性インサートを組み合わせたハイブリッド・オムツ・システムを一部の市場でテストしました。

当レポートでは、米国のベビー用オムツ市場について調査し、市場の概要とともに、製品タイプ別、性質別、サイズ別、価格帯別、流通チャネル別、地域別動向、および市場に参入する企業のプロファイルなどを提供しています。

目次

第1章 プロジェクトの範囲と定義

第2章 調査手法

第3章 米国の関税の影響

第4章 エグゼクティブサマリー

第5章 お客様の声

第6章 米国のベビー用オムツ市場の見通し、2018年～2032年

• 市場規模分析と予測
• 市場シェア分析と予測
  • 製品タイプ別
    • 使い捨て
    • 非使い捨て
  • 性質別
    • オーガニック
    • 従来型
  • サイズ別
    • エクストラスモール
    • 小
    • 中
    • 大
    • 特大
  • 価格帯別
    • 低価格帯
    • 中価格帯
    • 高価格帯
  • 流通チャネル別
    • 薬局
    • コンビニエンスストア
    • スーパーマーケット/ハイパーマーケット
    • オンライン
    • その他
  • 地域別
    • 西部
    • 南部
    • 中西部
    • 北東部
  • 企業別市場シェア分析（上位5社およびその他- 金額別、2024年）
• 2024年の市場マップ分析

第7章 需要供給分析

第8章 輸出入の分析

第9章 バリューチェーン分析

第10章 ポーターのファイブフォース分析

第11章 PESTLE分析

第12章 価格分析

第13章 市場力学

• 市場の促進要因
• 市場の課題

第14章 市場動向と発展

第15章 政策と規制状況

第16章 ケーススタディ

第17章 競合情勢

• 市場リーダートップ5の競合マトリックス
• 参入企業トップ5のSWOT分析
• 市場の主要企業トップ10の情勢
  • Kimberly-Clark Corporation
  • Kao Corporation
  • Procter & Gamble Company
  • Essity AB
  • Ontex BV
  • Unicharm Corporation
  • First Quality Enterprises, Inc.
  • The Honest Company, Inc.
  • Bambo Nature USA.
  • Domtar Corporation

第18章 戦略的提言

第19章 調査会社について・免責事項

List of Tables

• Table 1. Competition Matrix of Top 5 Market Leaders
• Table 2. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 3. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. United States Baby Diaper Market, By Value, In USD Billion, 2018-2032F
• Figure 2. United States Baby Diaper Market, By Volume, In Thousand Units, 2018-2032F
• Figure 3. United States Baby Diaper Market Share (%), By Product Type, 2018-2032F
• Figure 4. United States Baby Diaper Market Share (%), By Nature, 2018-2032F
• Figure 5. United States Baby Diaper Market Share (%), By Size, 2018-2032F
• Figure 6. United States Baby Diaper Market Share (%), By Price Range, 2018-2032F
• Figure 7. United States Baby Diaper Market Share (%), By Distribution Channel, 2018-2032F
• Figure 8. United States Baby Diaper Market Share (%), By Region, 2018-2032F
• Figure 9. By Product Type Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 10. By Nature Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 11. By Size Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 12. By Price Range Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 13. By Distribution Channel Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 14. By Region Map-Market Size (USD Billion) & Growth Rate (%), 2024

United States baby diaper market is projected to witness a CAGR of 4.37% during the forecast period 2025-2032, growing from USD 13.19 billion in 2024 to USD 18.57 billion in 2032F. Several key factors drive the growth of the United States baby diaper market, primarily growing emphasis on infant hygiene, convenience seeking working parents, innovations in absorbency and wetness indicators, growth in e-commerce, availability of subscription-based services, rapid urbanization, rising dual-income households and boost in demand for premium high-quality diapers.

The baby diaper market in the United States encompasses disposable diapers, cloth diapers, and emerging biodegradable options, with disposable diapers maintaining a dominant market share due to their convenience.

Demographic trends play a significant role, as millennial parents continue to drive demand despite slightly declining birth rates. These consumers prioritize convenience and quality, leading to premium products' adoption. Additionally, technological advancements in diaper materials have enhanced absorbency and skin health benefits, with major brands investing heavily in research and development. The market has also seen a shift toward online retail channels, with e-commerce accounting for nearly 30% of total diaper sales as of 2023.

Leading manufacturers like Procter & Gamble (Pampers) and Kimberly-Clark (Huggies) maintain strong market positions through continuous innovation and brand loyalty. Private label options from retailers like Amazon and Target have gained traction by offering cost-effective alternatives without compromising quality.

Disposable vs. Cloth Diapers: Evolving Consumer Preferences

The choice between disposable and cloth diapers involves multiple considerations including cost, convenience and environmental impact. Disposable diapers maintain approximately 90% market share due to their convenience, particularly among working parents and childcare facilities. The average family in the United States spends 70-80 USD monthly on disposable diapers, totaling nearly USD 1,000 annually per child.

Cloth diapers have seen renewed interest among environmentally conscious consumers, with modern designs addressing traditional concerns about leakage and convenience. While the upfront cost of USD 300-500 for a cloth diaper set is higher, long-term savings can reach USD 1,500 per child. However, time requirements for washing and the challenges of use outside the home continue to limit broader adoption.

Hybrid solutions have emerged as a compromise, featuring reusable covers with disposable inserts. Major brands have introduced these options to cater to parents seeking middle-ground solutions that balance environmental concerns with practicality. For instance, Pampers tested a hybrid diaper system in select markets, combining reusable outer shells with biodegradable inserts.

The Rise of Sustainable Diapers: Transforming the United States Baby Diaper Market

The United States baby diaper market is transitioning toward sustainable and eco-friendly products, driven by concerns over the environmental impact of 20 billion traditional disposable diapers discarded annually, which require 500 years to decompose. Despite holding a 90% market share due to affordability and convenience, disposables face growing competition from biodegradable diapers made of bamboo, organic cotton, chlorine-free wood pulp, cornstarch, and plant-based plastics, as well as reusable cloth diapers. Brands such as Dyper, Eco by Naty, Bambo Nature, The Honest Company, and Terra Diapers lead with compostable diapers that decompose in 50 to 150 days, appealing to millennial and Gen Z parents prioritizing sustainability. Dyper's REDYPER composting service and sustainable packaging further reduce environmental harm. Social media campaigns like #ClothDiaperLife and California's Single-Use Diaper Recycling Act, alongside regulatory pressures on single-use plastics, promote adoption.

However, sustainable diapers, priced 20 to 30% higher, create barriers for low-income families. Cloth diapers, while cost-effective in the long term, require frequent washing, which is challenging for busy or rural parents with limited laundry access. Biodegradable diapers depend on industrial composting, which is scarce. Major manufacturers, such as Procter & Gamble (Pampers) and Kimberly-Clark (Huggies), controlling more than two-thirds of the market, have introduced plant-based lines like Pampers Pure to compete with smaller brands. Kimberly-Clark's 2024 TerraCycle partnership aims to recycle millions of diapers, while First Quality's Earth + Eden Sensitive line advances plant-based innovation. Despite these efforts, disposables dominate due to cost and convenience. The rise of sustainable diapers signals a cultural shift toward eco-conscious parenting in The United States, yet higher costs, limited composting infrastructure, and practical challenges restrict their market potential, necessitating affordability improvements and expanded recycling initiatives.

For instance, in August 2024, Kudos Innovations, Inc. launched sustainable diapers using cotton lining and degradable materials, aiming to disrupt the plastic-dominated industry.

Rise of Subscription-Based Diaper Services

E-commerce is reshaping the United States baby diaper market, driven by convenience and smartphone penetration. Platforms like Amazon and Walmart, alongside subscription services such as Amazon's Subscribe & Save and The Honest Company's diaper bundles, offer home delivery, huge discounts, and customizable plans based on a baby's needs, appealing to busy parents, particularly working mothers in dual-income households. These services, accounting for 25% of diaper sales, provide cost predictability and often include eco-friendly or premium options with bundled products like wipes. The COVID-19 pandemic accelerated this shift, with millennial parents using smartphone apps for purchases, favoring mobile commerce and same-day delivery in urban areas.

Supermarkets and hypermarkets hold a 36% market share due to accessibility, dominating rural areas with limited internet access, while pharmacies and convenience stores meet urgent needs. However, e-commerce's growth reflects changing consumer habits, with parents valuing the ability to compare brands, read reviews, and access personalized digital offerings. Direct-to-consumer brands like Hello Bello and Coterie leverage social media for brand awareness, emphasizing premium materials and sustainability, while retail giants like Target's Up & Up and Amazon's Mama Bear expand private label offerings. The rise of subscription models and digital engagement is reshaping marketing strategies, though reliance on online platforms highlights a digital divide, excluding rural families with limited internet access. Despite offline channels' relevance, the e-commerce segment's expansion, fueled by broader retail trends and increasing female labor force participation, is transforming diaper distribution, prioritizing convenience, accessibility and time-saving solutions for modern parenting.

Rising Prices Amidst Tariff War

The United States 2025 tariffs on imported raw materials from Vietnam (46%) and China (145%) have significantly increased baby diaper prices by raising production costs, which manufacturers pass on to consumers. Diapers have become more expensive with no exemptions for baby products, unlike the 2022 Formula Act's temporary relief for baby formula or 2019 exclusions for car seats and nursery gear. This adds to the high cost of raising a child, exceeding 29,000 USD annually, disproportionately affecting families with limited budgets. The Juvenile Products Manufacturers Association (JPMA) advocates for exemptions, citing precedents, but prices are likely to keep rising without policy changes. The tariffs, part of ongoing trade policies, highlight the diaper industry's vulnerability to global economic shifts, pushing parents toward cheaper alternatives like private label brands or reusable diapers or to rely on diaper banks. Industry groups warn of growing financial strain on families, yet no shortages are anticipated. The situation underscores the need for policy interventions to mitigate the impact on essential baby products, as rising costs continue to challenge parental budgets in an already expensive childcare landscape.

Future Market Scenario (2025-2032F)

The United States baby diaper market will continue to grow due to the rise of smart diapers and the growing emphasis on infant hygiene.

The market will grow strongly based on technological innovations in absorbency and wetness indicators.

The demand for baby diapers will continue to expand further with the growth of e-commerce and subscription-based services.

The demand for baby diapers will continue to increase due to a growing urban population and increasing demand for convenience in dual-income households.

Key Players Landscape and Outlook

The United States baby diaper market faces significant challenges impacting growth. Rising production costs for raw materials like pulp and superabsorbent polymers, coupled with 2025 trade tariffs on imports from Vietnam (46%) and China (145%), have driven price increases. Regulatory scrutiny over chemical compositions, with potential bans on plastics and absorbent materials, forces costly reformulations. The competitive landscape is intense, with Procter & Gamble (Pampers) and Kimberly-Clark (Huggies) holding majority of the market share but facing a 2% sales drop in 2024 due to declining demand. Smaller brands such as The Honest Company, Dyper, and Hello Bello gain traction with eco-friendly and premium products, leveraging sustainability and technology for differentiation.

A declining birth rate, with 3.6 million births in 2023 (down 2% from 2022), reduces demand, prompting parents to opt for reusable diapers or earlier potty training. Companies respond with premium features such as hypoallergenic materials and wetness indicators. Opportunities include developing compostable diapers at competitive prices, personalizing features through digital platforms and enhancing brand loyalty via innovation. Despite challenges, P&G and Kimberly-Clark maintain dominance through strong distribution networks and consumer loyalty, though rising competition from sustainable brands suggests a shifting dynamic. The industry must innovate and diversify to sustain growth in a shrinking market, addressing economic pressures, regulatory demands, and evolving consumer preferences for eco-friendly, technologically advanced, and cost-effective solutions.

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Impact of U.S. Tariffs

4. Executive Summary

5. Voice of Customers

• 5.1. Respondent Demographics
• 5.2. Brand Awareness
• 5.3. Factors Considered in Purchase Decisions
• 5.4. Challenges Faced Post Purchase
• 5.5. Preferred Distribution Channel
• 5.6. Frequency of Purchase

6. United States Baby Diaper Market Outlook, 2018-2032F

• 6.1. Market Size Analysis & Forecast
  • 6.1.1. By Value
  • 6.1.2. By Volume
• 6.2. Market Share Analysis & Forecast
  • 6.2.1. By Product Type
    • 6.2.1.1. Disposable
    • 6.2.1.2. Non-Disposable
  • 6.2.2. By Nature
    • 6.2.2.1. Organic
    • 6.2.2.2. Convectional
  • 6.2.3. By Size
    • 6.2.3.1. Extra Small
    • 6.2.3.2. Small
    • 6.2.3.3. Medium
    • 6.2.3.4. Large
    • 6.2.3.5. Extra Large
  • 6.2.4. By Price Range
    • 6.2.4.1. Economy
    • 6.2.4.2. Mid-Range
    • 6.2.4.3. Premium
  • 6.2.5. By Distribution Channel
    • 6.2.5.1. Pharmacies
    • 6.2.5.2. Convenience Stores
    • 6.2.5.3. Supermarkets/Hypermarkets
    • 6.2.5.4. Online
    • 6.2.5.5. Others
  • 6.2.6. By Region
    • 6.2.6.1. West
    • 6.2.6.2. South
    • 6.2.6.3. Midwest
    • 6.2.6.4. Northeast
  • 6.2.7. By Company Market Share Analysis (Top 5 Companies and Others - By Value, 2024)
• 6.3. Market Map Analysis, 2024
  • 6.3.1. By Product Type
  • 6.3.2. By Nature
  • 6.3.3. By Size
  • 6.3.4. By Price Range
  • 6.3.5. By Distribution Channel
  • 6.3.6. By Region

7. Demand Supply Analysis

8. Import and Export Analysis

9. Value Chain Analysis

10. Porter's Five Forces Analysis

11. PESTLE Analysis

12. Pricing Analysis

13. Market Dynamics

• 13.1. Market Drivers
• 13.2. Market Challenges

14. Market Trends and Developments

15. Policy & Regulatory Landscape

16. Case Studies

17. Competitive Landscape

• 17.1. Competition Matrix of Top 5 Market Leaders
• 17.2. SWOT Analysis for Top 5 Players
• 17.3. Key Players Landscape for Top 10 Market Players
  • 17.3.1. Kimberly-Clark Corporation
    • 17.3.1.1. Company Details
    • 17.3.1.2. Key Management Personnel
    • 17.3.1.3. Key Products Offered
    • 17.3.1.4. Key Financials (As Reported)
    • 17.3.1.5. Key Market Focus and Geographical Presence
    • 17.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisitions
  • 17.3.2. Kao Corporation
  • 17.3.3. Procter & Gamble Company
  • 17.3.4. Essity AB
  • 17.3.5. Ontex BV
  • 17.3.6. Unicharm Corporation
  • 17.3.7. First Quality Enterprises, Inc.
  • 17.3.8. The Honest Company, Inc.
  • 17.3.9. Bambo Nature USA.
  • 17.3.10. Domtar Corporation

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

18. Strategic Recommendations

19. About Us and Disclaimer