Top baby product categories in the U.S. by sales 2018

Leading baby product categories in the United States in 2018, by sales (in million U.S. dollars)

by Emma Bedford, last edited Nov 28, 2019
Top baby product categories in the U.S. by sales 2018 Baby diapers were the top-selling baby product category in the United States in the 52 weeks ending September 9, 2018. Within this time period, approximately 4.73 billion U.S. dollars’ worth of baby diapers were sold through food, drug and mass merchandise outlets. Baby feeding/care and safety/travel accessories ranked in second place with sales amounting to around 2.34 billion U.S. dollars.
Where do Americans buy their baby diapers?

According to a survey, around one third of U.S. respondents buy baby diapers at mass merchants. Over one fifth of the survey respondents stated that they bought diapers online and around 17 percent stated specialty stores as their go-to shopping location.

The North American baby diaper market

Disposable baby diapers are by a large margin the most lucrative segment of the total diaper market in North America - by 2022, they are expected to generate around 10.25 billion U.S. dollars in revenue. Cloth diapers rank in a distant second place, with a forecast market revenue of approximately 2.3 billion dollars. Swim pants, training nappies and biodegradable diapers are expected to bring in a total of 3.7 billion dollars in the same year. In a recent Statista survey, Huggies was revealed as the most popular diaper brand to purchase among Americans.
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Leading baby product categories in the United States in 2018, by sales (in million U.S. dollars)

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