The Global Baby Care Market
Parents prefer cotton. Cotton delivers
WHEN PARENTS TRUST YOU,
THERE'S GROWTH AHEAD.
WHERE IS THE BABY CARE MARKET BOOMING
The diaper and baby wipe markets are projected to increase 36% over 5 years to $70.1 billion dollars in sales
in 2023, with the strongest growth projected in Africa and Asia. Online search and mobile apps are growing
in use and influence. Family and friends, as well as medical professionals, are highly influential in parents'
purchasing decisions. And an increasing share of diapers and wipes are being purchased online.
THE GLOBAL DIAPERS & WIPES MARKET
Projected spending 2023 (Billions USD) / Growth from 2018 to 2023
N
OR
TH AMERICA
$9.6B / +
1
5%
LAT
IN AMERICA
$10.3B / +23%
AFRICA & MIDDLE
EAST $10.3B / +83%
EUROPE & RUSSIA
$11.4B / +10%
ASIA
$27.6B / +53%
AUSTRALASIA
$0.8B / +10%
Source: Euromonitor International
DIAPER MARKET OUTLOOK
The global diaper industry sold 182.3 billion diapers in 2018, with a projected growth of 36% in value and 22% in
volume by 2023. The Asia Pacific region is projected to grow the fastest and remain the largest market, reaching
sales of 101 billion diapers by 2023, up 45% from 2018.
Absorbency
Comfort
Stays dry next to skin
60%
66%
56%
PERCENT OF PARENTS WHO SAY COTTON
DELIVERS BEST ON:
PERFORMANCE COUNTS
Parents say that when it comes to
diapers, their top purchase drivers
are protection against leaks,
absorbency, comfort, and staying dry
next to their baby's skin.
0
20
40
60
80
100
120
0
20
40
60
80
100
120
STORM COTTON™
86% Cotton, 14% Polyester
0
10
20
30
40
50
60
DIAPER UNIT VOLUME 2018 PROJECTED GROWTH 2023
DIAPER UNIT SALES
Diaper sales continue to grow in the developing world
Source: Euromonitor International
Asia
Pacific
Europe Latin
America
Africa North
America
Middle
East
Australasia
+45%
+ 1%
+4%
+33%
+2%
+6%
+10%
WIPES MARKET OUTLOOK
The global wipes Industry totaled 173 billion wipes sold in 2018 and is expected to grow 19% by 2023 to top 200
billion. All regions will see substantial growth with the Asia Pacific region and Latin America leading the way.
Businesses should not lose sight of North America and Europe due to single digit growth as these markets will
continue to lead in volume.
0
20
40
60
80
100
120
0
20
40
60
80
100
120
STORM COTTON™
86% Cotton, 14% Polyester
0
10
20
30
40
50
60
WIPES UNIT VOLUME 2018 PROJECTED GROWTH 2023
BABY WIPES UNIT SALES
Wipes sales grow across regions (units in single wipes)
+8%
+6%
+32%
+45%
+ 25%
+30%
+25%
Source: Euromonitor International
Asia
Pacific
Europe Latin
America
Africa North
America
Middle
East
Australasia
Hypoallergenic
Softness
Comfort
58%
65%
66%
COMFORT COUNTS
Parents say that when it comes to
wipes, their top purchase drivers are
hypoallergenic properties, softness
and comfort.
PERCENT OF PARENTS WHO SAY COTTON
DELIVERS BEST ON:
COTTON'S HALO EFFECT
Parents are familiar with the Seal of Cotton and express confidence in the quality and environmental-friendliness of
products that feature this seal. 84% of parents agree that baby care products with this logo are better quality, and
78% are willing to pay more for baby care products that feature it.
THE NATURAL CHOICE FOR GENERATIONS TO COME.
As the global baby care market continues to grow, so do parents' demand for natural, safe and earth-friendly
products for their babies. So when it comes to choosing diapers and wipes, parents are turning to brands they can
rely on. Cotton is a brand parents recognize as reliable, trustworthy, and sustainable, which means the market for
cotton is positioned to keep growing to meet the needs of parents today—and parents tomorrow.
To learn more about cotton as a natural leader in the global baby care
market, visit cottonworks.com/nonwovens.
PARENTS TRUST COTT
ON
The vast majority of parents perceive cotton to be the most sustainable and natural fiber for diapers and wipes. In
fact, two-thirds of global consumers say that compared to other fibers, cotton is best on environmental-
friendliness and natural materials.
And because consumers trust cotton to be natural and earth-friendly, 3 out of 4 parents expect their baby care
products to contain cotton, with even higher numbers in China and Latin America, approaching 90%.