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Nappies/Diapers/Pants in the US

Publisher Euromonitor International
Published Apr 10, 2026
Length 41 Pages
SKU # EP21100038

Description

In 2025, nappies/diapers/pants in the US continued to experience structural challenges, with both retail current value and volume sales declining compared to the previous year. Retail volumes dropped to 18,043 million units, reflecting a year-on-year contraction of 1%, while current value sales edged down to USD7,058 million, a marginal decrease of 0.4%. Despite the backdrop of the total population rising to 341 million, the US faced continued downward pressure on per-capita demand, driven by so...

Euromonitor International's Nappies/Diapers/Pants in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Disposable Pants, Nappies/Diapers.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Nappies/Diapers/Pants market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

41 Pages
Nappies/Diapers/Pants in the US
Euromonitor International
April 2026
List Of Contents And Tables
NAPPIES/DIAPERS/PANTS IN THE US
Key Data Insights
2025 Developments
Volume and Value Sales Decline, but Disposable Pants Gains Slight Volume Share
Key Industry Trends
CHART 1 Key Industry Trends for Nappies/Diapers/Pants
Industry Performance
Premiumisation Drives Brand Innovation as Consumer Priorities Evolve
CHART 2 The Honest Co's New Premium Clean Conscious Nappies/Diapers
Sustainability and Skin Health New Focuses for Product Design
CHART 3 Texas Startup Introduces Nappies/ Diapers That Break Down Plastic Naturally
New Preemie Nappies/Diapers Demonstrate Move Towards Inclusivity
CHART 4 Procter & Gamble Redefines Preemie Care
CHART 5 Value Sales of Nappies/Diapers/Pants 2020-2030
CHART 6 Volume Sales of Nappies/Diapers/Pants 2020-2030
CHART 7 Value Sales of Nappies/Diapers/Pants by Category 2025
What's Next?
Growth Expected, but Demographic Challenges Mean Innovation Will Be Important
Brands Will Prioritise Comfort and Skin Health to Retain Consumer Trust
CHART 8 Analyst Insight for Nappies/Diapers/Pants
Digital-First Engagement and Customisation to Reshape Purchasing Behaviour
CHART 9 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
CHART 10 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030
Competitive Landscape
The Top Two Players Maintain Their Dominance, but the Competition Is Increasing
Rising Competition From Insurgent Brands and Chinese Competitors
Coterie Acquisition Accelerates Premium Innovation and Reshapes the Competition
CHART 11 Company Shares of Nappies/Diapers/Pants 2025
CHART 12 Brand Shares of Nappies/Diapers/Pants 2025
Channels
Discounters and Warehouse Clubs Capture Value as Shoppers Trade Down
Retail E-Commerce Grows as Digital Habits Reshape Purchasing Patterns
CHART 13 Retail Channels for Nappies/Diapers/Pants 2020-2025
Economic Context
CHART 14 Economic Context for Nappies/Diapers/Pants
CHART 15 Real Gdp Growth 2020-2030
CHART 16 Inflation 2020-2030
Consumer Context
CHART 17 Consumer Context for Nappies/Diapers/Pants
CHART 18 Population 2020-2030
CHART 19 Consumer Expenditure 2020-2030
CHART 20 Population by Generation 2025
Country Reports Disclaimer
CHART 21 Key Industry Trends for Tissue and Hygiene
CHART 22 Procter & Gamble launches Always Pocket Flexfoam for Portability and Superior Protection
CHART 23 Cottonsie Introduces First-Ever All-Cotton Nappy/Diaper
CHART 24 Kimberly-Clark Releases Toilet Paper with Scented Tube
CHART 25 Value Sales of Tissue and Hygiene 2020-2030
CHART 26 Value Sales of Tissue and Hygiene by Category 2025
CHART 27 Analyst Insight for Tissue and Hygiene
CHART 28 Forecast Value Sales of Tissue and Hygiene 2020-2030
CHART 29 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
CHART 30 Company Shares of Tissue and Hygiene 2025
CHART 31 Brand Shares of Tissue and Hygiene 2025
CHART 32 Retail Channels for Tissue and Hygiene 2020-2025
CHART 33 Economic Context for Menstrual Care
CHART 34 Real Gdp Growth 2020-2030
CHART 35 Inflation 2020-2030
CHART 36 Consumer Context for Menstrual Care
CHART 37 Population 2020-2030
CHART 38 Consumer Expenditure 2020-2030
CHART 39 Population by Generation 2025
TISSUE AND HYGIENE IN THE US
Executive Summary
Ongoing Price Sensitivity Even as Inflation Eases
Key Data Insights
Key Industry Trends
Industry Performance
Innovation Drives Growth across Retail Tissue, Retail Adult Incontinence, and Menstrual Care
Several Categories See a Move Towards Premiumisation
Needs of Eco-Conscious Consumers Addressed with New Nappy/Diaper Launch
Holistic Expansion through Fostering Emotional and Mental Connections
What's Next?
Retail E-Commerce and Natural Brands Set to Reshape Purchasing Habits
Retail Adult Incontinence to See Innovation for an Ageing Population
Sustainability, Digitalisation and Regulation Likely to Accelerate Product Transformation
Competitive Landscape
Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain
Channels
Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes Convenience
Economic Context
Consumer Context
Country Reports Disclaimer

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