Changing the Diaper Market

Despite supply chain disruptions, raw material shortages, and inflation, innovation is thriving in the baby diaper market and new brands continue to be born.

Although the United States is a mature market for diapers, a Euromonitor report still predicts modest growth for baby diapers over the next five years, driven by disposable pants. Most of the growth today is driven not by volume but by price because of inflation, says the report.

The supply chain has proven to be one of the most pressing challenges for young diaper brands. “The pandemic, raw material availability and fluctuating prices created a constant flux,” says Sergio Radovcic, CEO of Dyper.

“Brands such as Dyper that rely on specialized plant-based materials and unique raw materials are particularly challenged and have to exhibit high resilience to assure uninterrupted supply to consumers,” Radovcic says. “These and other challenges also present unique opportunities to innovate, which comes naturally to young brands rooted in challenging the status quo.”

–Nonwovens Industry

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A Formula to Combat Shortages

In 2022, parents faced a nightmare when the pandemic and panic-buying, a large-scale voluntary infant formula recall, and the shutdown of a major manufacturing facility due to unsanitary conditions caused supply chain shortages of infant formula.

To avoid a repeat of that scenario, U.S. regulatory agencies are studying ways to improve the country’s baby formula supply chain.

As part of the Food and Drug Omnibus Reform Act of 2022, the U.S. Food and Drug Administration (FDA) released a report titled Immediate National Strategy to Increase the Resiliency of the U.S. Infant Formula Market.

The report outlines several ways to improve the infant formula supply chain:

Turning Green

Parents shopping for baby essentials increasingly search for sustainable options, driving manufacturers and brands to examine some of their supply chain practices.

Some baby brands, for instance, are converting to packaging that uses biodegradable, compostable, or reusable materials. And, while it may be unavoidable for some items, brands are minimizing single-use plastic in the packaging and in the product itself.

When it comes to materials, parents gravitate toward bamboo and organic cotton for clothing, bedding, and for both cloth and disposable diapers. They also opt for stainless steel or glass bottles over plastic bottles, and sustainably sourced and natural wood for cribs and other furniture.

For baby skin care and bathing products, natural oils such as coconut, avocado, and calendula, as well as organic and plant-based ingredients such as chamomile, aloe, and shea butter, are on the sustainable shopping list.

Baby Bump

Looks like the baby supply chain will get busier this year. The U.S. birth rate continues to grow year by year, according to United Nations projections.


Feeding Time

– Statista

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