Driven by the promising potential in under-penetrated developing economies, the global Baby Disposable Diapers market is projected to reach 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 highly commoditized baby disposable diapers market is mature in developed markets of North America, Western Europe and Japan. Sales in these markets are declining due to falling birth rates, and high product penetration. The tough economic climate is additionally dampening sales of disposable diapers in these regions. 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.
As demand for standard products saturates, focus is shifting to the development of innovative products that can command higher prices. Developing countries, supported by favorable demographics are forecast to turbocharge global growth. Key factors driving growth across Asia-Pacific, Middle East, and Latin America include rapidly expanding infant population, growing participation of women in workforce, rising awareness about hygiene products, increasing disposable incomes, continuous increase in purchasing power parity (PPP) and a preference for convenience products.
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