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P&G's global market share of baby diapers 2013-2024

In 2017, Procter & Gamble’s market share of disposable baby diapers, baby wipes, and training pants worldwide stood at just under 19 percent. P&G’s share of the global market is projected to remain stable in the coming years.

Baby care market

The global baby care products market was worth an estimated 74 billion U.S. dollars in 2018. The market value is expected to increase with each consecutive year, reaching over 100 billion U.S. dollars by 2025. The baby care industry develops a variety of products, from baby food to baby wipes and toys. By far the leading product category for babies in the United States was diapers, which generated sales numbers of close to five billion U.S. dollars in 2018.

Baby oil

Despite the name, baby oil was most commonly used by American adults in 2019. In the United States, baby oil was used on about 7 million babies, while an estimated 40 million adults used the product for themselves. The most popular baby oil brand in the country was Johnson’s Baby Oil: roughly 27 million U.S. consumers stated that this was the brand of baby oil they used most often in 2019.

Procter & Gamble's (P&G) market share of disposable baby diapers, baby wipes and training pants worldwide from 2013 to 2024*

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Release date

March 2018



Survey time period

2012 to 2017

Supplementary notes

*Figures have been estimated by the Trefis Team. Please note that Procter & Gamble reports financial information for fiscal year ended June 30th. Trefis has stated Procter & Gamble's reported financial data for year ended December 31st.

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Statistics on "Baby products market worldwide"

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