MARKETOPPORTUNITIES
BABY CARE
SUPPLY
CHAIN
INSIGHTS
COTTON INCORPORATED’S
he global market for baby diapers and wipes is strong and growing, as
consumers across the world are expected to spend $70.1 billion these
products by 2023. Developing markets will see the most robust growth,
as increased buying power allows more parents choose commercial baby
care products for their children. Enhance products with cotton, a trusted
fiber with the properties consumers value in diapers and wipes.
T
KEY INSIGHTS
Parents need baby care products they
can trust.
Cotton products bring a sense of
comfort and familiarity.
Give parents peace of mind with baby
care products made of cotton.
PREFER COTTON &
COTTON BLENDS FOR
BABY CLOTHING
EXPECT DISPOSABLE
DIAPERS & WIPES TO BE
MADE OF COTTON
82%
1
WORRY ABOUT CHOOSING
THE BEST PRODUCTS FOR
THEIR CHILDREN
80%
74%
INDUSTRY OUTLOOK
2
2018-2023
*
$9.6
+15%
N. AMERICA
$27.6
+53%
ASIA
$11.4
+10%
EUROPE
$10.3
+83%
MIDDLE EAST
& AFRICA
$0.8
+10%
AUSTRALIA
$10.3
+23%
LATIN
AMERICA
(LATAM)
*
2023 Projected Spending
in Billions (Growth)
WORLD
$70.1
+36%
DEVELOPINGMARKETS
2
Diaper use is expanding in developing markets (India, China, Brazil)
India
+110%
1,200
1,000
800
600
400
200
0
China
+61%
France
+1%
Mexico
+0%
Brazil
+12%
US
-5%
UK
+1%
2023 (Projected) 2018
Diapers
per child
s they search for what is best for their children, cotton is a familiar
and trusted fiber to today’s anxious parents. Consumers connect
cotton with the attributes they value most in diapers and wipes and
that drive their purchases. Moreover, with increasing concern for the
environment, today’s parents also view cotton as the most sustainable
material for their baby care products. Using the familiar Seal of Cotton
trademark, brands can add value to their products by signaling them as
better quality by containing this trusted fiber.
A
Cotton represents pure
and clean material. It also
represents softness. It is
a preferred material for
me to use on my baby.
- Baby Care Study participant, U.S.
69%
PREFER COTTON
HYPO-
ALLERGENIC
SUSTAINABLE
COMFORTABLE
ABSORBENT
IMPORTANTFEATURES
A
B
S
O
R
B
E
N
C
Y
6
0
%
H
Y
P
O
A
L
L
E
R
G
E
N
I
C
5
8
%
C
O
M
F
O
R
T
6
6
%
S
O
F
T
N
E
S
S
6
5
%
S
T
A
Y
S
D
R
Y
N
E
X
T
T
O
S
K
I
N
5
6
%
9%
Percent who say the following fibers
deliver best on sustainability.
67%
16%
Environmentally Friendly
COTTON WOOD
PULP
PETROLEUM
BASED FIBERS
96%
84%
78%
Seal of Cotton trademark helps identify
product as containing cotton.
Baby care products with the Seal of Cotton
trademark are better quality.
Willing to pay more for baby care products
with the Seal of Cotton trademark.
Consumers believe cotton
delivers best on key attributes.
WHEN PURCHASING BABY CARE PRODUCTS
All content sourced from Cotton Incoporated’s 2018 Global Baby Care Study except where notated.
Additional Sources:
1
CCI & Cotton Incorporated’s 2018 Global Lifestyle Monitor survey;
2
2019
Euromonitor International Apparel & Footwear System. ©2020 Cotton Incorporated.