The Diapers Segment in United States of America registered a Market volume of 477.98 million units in 2025
The indicator recorded a historical growth (CAGR) of 2.54% between 2022 to 2025, and is expected to grow by...
GlobalData projects the indicator to grow at a CAGR of...
The US baby personal care segment overview
The baby personal care market consists of the retail sale of baby toiletries and diapers. The baby toiletries segment consists of liquid and solid-based bathing products, lotions, oils, powders, shampoos and wipes (baby toiletries). The diapers segment consists of baby, cloth, and training.
Market analysis of baby personal care in the US
The US baby personal care market experienced moderate growth during the review period. The market is expected to decline over the forecast period. Increasing purchasing power encouraged consumers to spend more on premium baby products. Additionally, the ongoing health and wellness trend has led to increased demand for natural and organic baby products. However, the country's declining birth rate is expected to impact market growth over the forecast period.
Who are the leading players in the US baby personal care market?
Kimberly-Clark is the leading player in the US baby personal care market. The company has a presence in both the diapers and baby toiletries segments. Procter & Gamble is the second leading player in the US baby personal care market. The company has a presence in the diapers segment. Johnson & Johnson is the third leading player in the US baby personal care market. The company has a presence in the baby toiletries segment.
Kimberly-Clark Corp (Kimberly-Clark) manufactures and markets paper-based consumer products. The company’s products portfolio comprises disposable diapers, baby wipes, paper towels, facial and bathroom tissues, napkins, training and youth pants, and swim pants. It also offers apparel, soaps, sanitizers, and feminine and incontinence care products. Kimberly-Clark markets its products under Kleenex, Scott, Huggies, Little Swimmers, U by Kotex, Pull-Ups, Kotex, KleenGuard, Scottex, Viva, Intimus, Little Swimmers, and WypAll brand names. The company has business presence across the Americas, Europe, the Middle East, Africa and AsiaPacific. Kimberly-Clark is headquartered in Dallas, Texas, the US.
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