Disposable baby diapers market to total a value of $61.2 billion by 2018

Press release   •   Aug 19, 2013 11:09 BST

Driven by the promising potential in under-penetrated developing economies, the disposable baby diapers market has been forecast to total a value of US$61.2 billion by 2018.

Growth in the saturated developed markets is expected primarily from the launch of innovative products such as biodegradable and designer diapers.

The disposable baby diapers market is a highly commoditized market, and intrinsically a tough category for manufacturers to operate in. Intense competition, pricing pressures, maturing North American and Western markets, have always challenged the leading players in this industry.

With growing competition, survival has become a challenge, as seen in the recent exit of Kimberly-Clark from the European diaper business and closure of a diaper manufacturing plant in Germany by Ontex.

Developing markets in Asia have and will continue to remain bright spots for growth in the post recession period with over 58% of annual births worldwide coming from the Asian continent.

Other strong market fundamentals that underpin the region's potential include improving economic affluence, increase in the number of working women, rising spends per child, fast-paced consumer lifestyles, growing awareness over the importance of hygiene, the ability to afford baby well-being products, and the inherent Asian culture that attaches greater importance to family bonding than in the West.

According to a recent market report, 'Baby Disposable Diapers: A Global Strategic Business Report,' the United States represents the largest market worldwide. Future growth in the country depends significantly on the pace of the economic recovery, and manufacturers' ability to drive sales of premium brands.

The diapers market is very competitive, driving companies to introduce innovative products in order to maintain their market share. Companies are focusing on products that enhance wearer comfort. Increased focus on features such as more stretch is expected to augment growth in the pull-on style diapers category. Products that are a combination of both diapers and pants are expected to make inroads into the training pants segment.

Key players currently dominating the disposable baby diapers market include Procter & Gamble, Kimberley Clark, UniCharm, SCA Hygiene Products, and Kao Corporation.

For more information on the disposable baby diapers market, see the latest research: Disposable Baby Diapers Market

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