Competitive Landscape
The Top Two Players Maintain Their Dominance, but the Competition Is Increasing
Nappies/diapers/pants in the US remains highly concentrated, with The Procter & Gamble Co and Kimberly-Clark Corp together holding 75% of overall retail value sales in 2025, specifically with shares of 39% and 36% respectively. This concentration showed a modest change over the past five years, with the shares of both companies declining slightly, with their combined value share falling from 78% in 2020.
Rising Competition From Insurgent Brands and Chinese Competitors
Significant changes in company shares are evident among smaller competitors and insurgent brands, which are driving innovation by launching products with advanced features, and eco-conscious options, such as those utilising biodegradable materials and plant-based cores, while also focusing on enhanced comfort. Another notable development is the surge in imports from China, including brands such as Millie Moon and Rascal, which have increased more than threefold over the past two years, from a low base.
Coterie Acquisition Accelerates Premium Innovation and Reshapes the Competition
The acquisition of Coterie by Mammoth Brands in October 2025, valued at over USD1 billion, underscores the sustained demand for premium baby care products and signals a structural shift in the competitive landscape. Coterie is set to continue operating independently, but will benefit from Mammoth’s infrastructure to drive innovation while maintaining its brand identity.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Nappies/Diapers/Pants industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nappies/Diapers/Pants in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nappies/Diapers/Pants in USA?
- Which are the leading brands in Nappies/Diapers/Pants in USA?
- How are products distributed in Nappies/Diapers/Pants in USA?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in the US - Category analysis
Key Data Insights
Volume and Value Sales Decline, but Disposable Pants Gains Slight Volume Share
Volume and Value Sales Decline, but Disposable Pants Gains Slight Volume Share
Premiumisation Drives Brand Innovation as Consumer Priorities Evolve
Sustainability and Skin Health New Focuses for Product Design
New Preemie Nappies/Diapers Demonstrate Move Towards Inclusivity
Growth Expected, but Demographic Challenges Mean Innovation Will Be Important
Brands Will Prioritise Comfort and Skin Health to Retain Consumer Trust
Digital-First Engagement and Customisation to Reshape Purchasing Behaviour
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
Discounters and Warehouse Clubs Capture Value as Shoppers Trade Down
Retail E-Commerce Grows as Digital Habits Reshape Purchasing Patterns
Tissue and Hygiene in the US - Industry Overview
Ongoing Price Sensitivity Even as Inflation Eases
Key Data Insights
Ongoing Price Sensitivity Even as Inflation Eases
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
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
Procter & Gamble and Kimberly-Clark Defend Their Lead Even as Challengers Gain
Hypermarkets Retains the Top Position While Retail E-Commerce Reshapes Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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