Baby Diapers Market: Robust Promotional Campaigns by Manufacturers to Drive Demand

 A recently compiled Fact.MR report foresees the global baby diapers market to record a stable 5.3% volume CAGR over the period of forecast, 2017 to 2026. Revenues from worldwide sales of baby diapers are estimated to exceed US$ 86,000 Mn by 2026-end. In terms of both value and volume, North America is envisaged to remain the largest market for baby diapers, with demand driven by a plethora of factors including robust working population and high literacy rate.

Effective & efficient technologies encompassing the production of baby diapers have been elucidated. An insightful roadmap regarding future prospects of the baby diapers market has also been provided in the report. The report offers comparative analysis on the fast-expanding market segments and remunerative regions for the market expansion.

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Key Takeaways from Fact.MR’s Report on Baby Diapers Market

Disposable underwear will continue to be the dominant product type in the market, in terms of value. Demand for disposable underwear is primarily driven by their convenience and ease of use.
Based on diaper style, pull on baby diapers are estimated to account for the bulk revenue shares of the market during the forecast period. Pull on baby diapers are also expected to record the fastest volume sales through 2026.
Sales of baby diapers will remain the highest for use in babies with less than 12 lbs weight. Babies with a weight of less than 12 lbs will account for approximately one-third market revenue share by 2026-end.
Overcapacity in Developed Markets to Intensify Competition Between Players

Business of baby diaper is rather capital intensive with long investment and payback cycle. Volume sales of baby diapers in developed markets are expected to decline on account of declining fertility rate. This declined fertility rate can be highly attributed to myriad commercially available birth control options coinciding with major societal shifts. Emancipation of women along with their increased participation in occupational fields, in combination with mounting costs of education and childcare, are further affecting birth rates in developed economies.

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Robust Promotional Campaigns by Manufacturers to Drive Demand for Baby Diapers

Baby diaper manufacturers are launching promotional campaigns in order to increase their product visibility and market penetration. According to studies carried out by Kimberly-Clark, as babies become mobile they are capable of travelling nearly 7 km in a single day. Banking on this surprising statistic, the company launched its funny online campaign, called "World’s First Baby Marathon", in 2017, in a bid to promote its diapers as the prime choice for mobile babies. Entering a new market is usually challenging for niche market players, particularly when competing against well-established brands.

With low volumes of baby diaper sales, their unit cost is gaining an uptick, thereby leading to deteriorating margin, and marginal cost pricing by manufacturers. These instances point at a rise in price war among players in the baby diaper market until challenges appertaining to overcapacity is addressed.

With growing adoption of disposable baby diapers driven by increasing hectic lifestyle of consumers across the globe, along with adverse effects of these diapers on the environment have led manufacturers to focus on recycling of disposed diapers. Procter & Gamble, a leading manufacturer of baby diapers, is taking efforts for diaper recycling in Amsterdam, by partnering with AEB Amsterdam. This initiative is similar to that being carried out by a P&G subsidiary, Fater, in Italy.

Volume sales of baby diapers across the globe are expected to close in on approximately 483,000 million units by 2026-end. Key market participants profiled by the report are Kimberly-Clark Corporation, Procter and Gamble, Svenska Cellulosa Aktiebolaget SCA and others.

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