Europe Diaper Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028

Europe Diaper Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028

Report Format: PDF+Excel | Report ID: SR112023A3588
Year End sale Buy Now

Market Overview:

The Europe diaper market size reached 42.0 Billion Units in 2022. Looking forward, IMARC Group expects the market to reach 57.8 Billion Units by 2028, exhibiting a growth rate (CAGR) of 5.8% during 2023-2028. The increasing government intervention in the form of policies and subsidies, the de-stigmatization of adult diapers across the region, and advertisements highlighting a product's unique features, such as biodegradability or skin-friendliness are among the key factors driving the market growth.

Report Attribute 
Key Statistics
Base Year
Forecast Years
Historical Years
Market Size in 2022
42.0 Billion Units
Market Forecast in 2028
57.8 Billion Units
Market Growth Rate (2023-2028) 5.8%

A diaper is a type of absorbent undergarment designed primarily for collecting bodily wastes such as urine and feces. Specifically engineered to be leak-proof, it is manufactured of multiple layers of material that work together to lock in moisture. The outer layer is often made of a waterproof material to prevent leaks, while the inner layer is crafted to be gentle against the skin and absorb liquids. It is predominantly used for infants who are toilet trained, as well as for older individuals suffering from incontinence. It comes in various sizes and styles, including disposable and reusable versions, to accommodate different age groups and needs. Disposable diapers are generally more convenient but contribute to waste, whereas reusable diapers are more environmentally friendly. Diapers are essential for maintaining hygiene and comfort, thereby playing a critical role in the care of babies and adults with special needs.

One of the primary drivers propelling the growth of the diaper industry in Europe is the simultaneous rise in birth rates and the aging population. As of recent data, certain European countries have been experiencing an increase in birth rates, which directly contributes to the demand for baby diapers. Along with this, government intervention in the form of policies and subsidies is a notable driver for the diaper industry in Europe. Numerous European countries offer generous parental leave benefits, and family subsidies, encouraging higher birth rates. In addition, the public healthcare system in several European nations often provides adult incontinence products either for free or at a subsidized rate for those who require them. This financial support has led to the destigmatization of adult diapers and has played a role in increasing demand. Additionally, advertisements highlighting a product's unique features, such as biodegradability or skin-friendliness, appeal to consumers' specific needs and values. Apart from this, the escalating shift towards a convenience-oriented lifestyle in urban settings is contributing to the market. Moreover, the launch of innovative products is creating a positive market outlook.

Europe Diaper Market Trends/Drivers:

Increased Consumer Awareness and E-commerce Growth

The European diaper industry's growth is the rise in consumer awareness and the booming e-commerce sector. Information is more accessible than ever due to the internet and social media platforms, where parents and caregivers can read reviews, watch tutorials, and even participate in online communities to discuss the best products for their needs. This increased consumer awareness encourages companies to maintain high-quality standards and promotes healthy competition in the market. At the same time, the growth of e-commerce platforms offers consumers a convenient, one-stop shop for all their diapering needs. In addition, online retailers provide a broader range of products, often at discounted prices, which enhances consumer choice and intensifies market competition, leading to better products. Moreover, subscription services have made it easier for busy parents to have diapers delivered to their doorstep, thereby further driving online sales. This confluence of heightened consumer awareness and the convenience of e-commerce creates a powerful driver for the diaper industry in Europe.

Technological Advancements in Diaper Manufacturing

The driver for the growth of the diaper industry in Europe is the technological advancements in diaper manufacturing. Innovative materials, such as superabsorbent polymers and the development of ultra-thin diapers have improved the quality and produced diapers more comfortable and effective. Companies are also focusing on sustainability by using bio-based materials, which resonate well with the eco-conscious European consumer base. Moreover, manufacturers are increasingly utilizing data analytics to understand consumer preferences and trends, thereby tailoring their products accordingly. This customization has led to a broad range of products catering to various consumer needs, such as diapers designed for sensitive skin or nighttime use. These technological advancements not only elevate the product standards but also enhance consumer experience, thereby encouraging brand loyalty and driving market growth.

Europe Diaper Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the Europe diaper market report, along with forecasts at the regional and country levels from 2023-2028. Our report has categorized the market based on product type and distribution channel.

Breakup by Product Type (Baby Diaper):

  • Disposable Diapers
  • Training Diapers
  • Cloth Diapers
  • Swim Pants
  • Biodegradable Diapers

Disposable diapers represent the most widely used product type

The report has provided a detailed breakup and analysis of the market based on the product type (baby diaper). This includes disposable diapers, training diapers, cloth diapers, swim pants, and biodegradable diapers. According to the report, disposable diapers represented the largest segment.

The market for disposable baby diapers in Europe is experiencing robust growth, driven by the rising trend of dual-income families, where both parents are working professionals. In addition, the convenience and efficiency offered by disposable diapers make them the go-to option for these busy households. Additionally, innovations in product quality, such as enhanced absorbency and eco-friendly materials, cater to the increasingly discerning and environmentally conscious European consumer. Besides this, government policies also play a role; generous parental benefits in many European countries make it more feasible for parents to invest in premium diapering solutions. Furthermore, the growth of e-commerce platforms provides an easy and accessible way for consumers to explore a wide range of products, read reviews, and make educated purchases from the comfort of their homes. These multifaceted drivers synergize to sustain and propel the market for disposable baby diapers in Europe.

Breakup by Product Type (Adult Diaper):

  • Pad Type
  • Flat Type
  • Pant Type

Pad type accounts for the majority of the market share

A detailed breakup and analysis of the market based on the product type (adult diaper) has also been provided in the report. This includes pad type, flat type, and pant type. According to the report, the pad type accounted for the largest market share.

The demand for pad type adult diapers in Europe is rising due to an amalgamation of societal, demographic, and technological factors. With a significantly aging population in many European countries, the need for adult incontinence products is becoming more prevalent. Increasing awareness and de-stigmatization around adult incontinence, often promoted by healthcare institutions and public awareness campaigns, have made these products more socially acceptable. In confluence with this, government initiatives, offering subsidized healthcare and incontinence products for the elderly, further boost market demand. Innovations in pad design, focusing on comfort, discretion, and absorbency, have made pad-type diapers increasingly popular as they offer a less intrusive solution for managing incontinence. Furthermore, the rise of e-commerce platforms allows for discreet purchasing and subscription services, adding an element of convenience and privacy for the consumer. All these factors coalesce to drive a thriving market for pad-type adult diapers in Europe, meeting the functional needs and lifestyle preferences of an expanding customer base.

Breakup by Distribution Channel:

  • Supermarkets and Hypermarkets
  • Pharmacies
  • Convenience Stores
  • Online Stores
  • Others

Pharmacies represents the most widely used product type

The report has provided a detailed breakup and analysis of the market based on the distribution channel. This includes supermarkets and hypermarkets, pharmacies, convenience stores, online stores, and others. According to the report, pharmacies represented the largest segment.

The role of pharmacies as a distribution channel for diapers in Europe is increasingly significant, backed by a confluence of trust, expertise, and convenience. Pharmacies are often perceived as reliable sources for healthcare-related products, a factor that positions them as trusted outlets for both baby and adult diapers. In addition, consumers frequently rely on the advice of pharmacists, who can provide expert recommendations based on individual needs, thereby influencing purchasing decisions. Additionally, pharmacies are strategically located within communities, making them easily accessible for quick or emergency purchases. Moreover, the advent of loyalty programs and in-store promotions further incentivize consumers to make their diaper purchases at these establishments. Moreover, the growing trend of pharmacies offering online shopping portals extends their reach and offers an added layer of convenience to the consumer. In an era where trust and convenience are key purchasing drivers, pharmacies are well-equipped to meet these needs, making them a robust distribution channel for the Europe diaper industry.

Breakup by Country:

  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Others

Germany exhibits a clear dominance, accounting for the largest Europe diaper market share

The report has also provided a comprehensive analysis of all the major regional markets, which Germany, France, the United Kingdom, Italy, Spain, and others. According to the report, Germany represented the largest segment.

Germany has one of the highest birth rates in Europe, contributing to higher demand for baby diapers. An older demographic also necessitates the use of adult diapers, which is another segment of the diaper market. Being one of the largest economies in Europe, German consumers have higher purchasing power, allowing for a more robust market. Germany has a well-developed retail sector, including both online and offline stores, that makes the product easily accessible to consumers. The level of consumer awareness regarding health and hygiene is quite high in Germany, adding to the overall sales of diapers. German companies are often at the forefront of technological advancements in materials and manufacturing processes, which attracts consumers looking for quality and reliability. The presence of global brands offers a variety of choices to consumers, increasing competition but also expanding the overall market size.

Competitive Landscape:

The key players in the market are continually investing in R&D to develop diapers that are more absorbent, softer, and eco-friendly. Innovations including organic materials and smart diaper technologies are increasingly common. There is a growing focus on producing eco-friendly diapers that are either reusable or manufactured from biodegradable materials driven both by consumer demand and regulatory considerations. Along with this, e-commerce has become a significant channel for diaper sales. Companies are investing in online platforms, offering subscription services, and digital marketing strategies to boost sales. In addition, brands are increasingly interacting with consumers through social media and consumer forums to understand their needs and preferences better, which is acting as another growth-inducing factor. Apart from this, the accelerating emphasis on hypoallergenic diapers and those designed for sensitive skin, responding to consumer concerns about health and wellness is contributing to the market.

The market research report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided.

Europe Diaper Market Report Scope:

Report Features Details
Base Year of the Analysis 2022
Historical Period 2017-2022
Forecast Period 2023-2028
Units Billion Units
Scope of the Report Exploration of Historical Trends and Market Outlook, Industry Catalysts and Challenges, Segment-Wise Historical and Predictive Market Assessment:
  • Product Type (Baby Diaper)
  • Product Type (Adult Diaper)
  • Distribution Channel
  • Country
Product Types (Baby Diaper) Covered Disposable Diapers, Training Diapers, Cloth Diapers, Swim Pants, Biodegradable Diapers
Product Types (Adult Diaper) Covered Pad Type, Flat Type, Pant Type
Distribution Channels Covered Supermarkets and Hypermarkets, Pharmacies, Convenience Stores, Online Stores, Others
Countries Covered Germany, France, United Kingdom, Italy, Spain, Others
Customization Scope 10% Free Customization
Report Price and Purchase Option Single User License: US$ 2699
Five User License: US$ 3699
Corporate License: US$ 4699
Post-Sale Analyst Support 10-12 Weeks
Delivery Format PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

Key Benefits for Stakeholders:

  • IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Europe diaper market from 2017-2028.
  • The research report provides the latest information on the market drivers, challenges, and opportunities in the Europe diaper market.
  • Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Europe diaper industry and its attractiveness.
  • Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.

Key Questions Answered in This Report

The Europe diaper reached a volume of 42.0 Billion Units in 2022.

We expect the Europe diaper market to exhibit a CAGR of 5.8% during 2023-2028.

The rising prevalence of various skin diseases, along with the introduction of plant-based and eco-friendly diapers that are produced without chemicals and toxic ingredients, is primarily driving the Europe diaper market.

The sudden outbreak of the COVID-19 pandemic has led to the changing consumer inclination from conventional brick-and-mortar distribution channels towards online retail platforms for the purchase of diapers across several European nations.

Based on the product type, the Europe baby diaper market can be categorized into disposable diapers, training diapers, cloth diapers, swim pants, and biodegradable diapers. Currently, disposable diapers account for the majority of the total market share.

Based on the product type, the Europe adult diaper market has been segregated into pad type, flat type, and pant type. Among these, pad type exhibits a clear dominance in the market.

Based on the distribution channel, the Europe diaper market can be bifurcated into supermarkets and hypermarkets, pharmacies, convenience stores, online stores, and others. Currently, pharmacies hold the largest market share.

On a regional level, the market has been classified into Germany, France, United Kingdom, Italy, Spain, and others, where Germany currently dominates the Europe diaper market.

Need more help?

  • Speak to our experienced analysts for insights on the current market scenarios.
  • Include additional segments and countries to customize the report as per your requirement.
  • Gain an unparalleled competitive advantage in your domain by understanding how to utilize the report and positively impacting your operations and revenue.
  • For further assistance, please connect with our analysts.
Europe Diaper Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028
Purchase options Year End sale

Benefits of Customization

Personalize this research

Triangulate with your data

Get data as per your format and definition

Gain a deeper dive into a specific application, geography, customer, or competitor

Any level of personalization

Get in Touch With Us

Phone: +1-631-791-1145


Phone: +91-120-433-0800


Phone: +44-753-713-2163


Client Testimonials

Aktive Services

IMARC made the whole process easy. Everyone I spoke with via email was polite, easy to deal with, kept their promises regarding delivery timelines and were solutions focused. From my first contact, I was grateful for the professionalism shown by the whole IMARC team. I recommend IMARC to all that need timely, affordable information and advice. My experience with IMARC was excellent and I can not fault it.

Read More
Greenfish S.A.

The IMARC team was very reactive and flexible with regard to our requests. A very good overall experience. We are happy with the work that IMARC has provided, very complete and detailed. It has contributed to our business needs and provided the market visibility that we required

Read More
Colruyt Group

We were very happy with the collaboration between IMARC and Colruyt. Not only were your prices competitive, IMARC was also pretty fast in understanding the scope and our needs for this project. Even though it was not an easy task, performing a market research during the COVID-19 pandemic, you were able to get us the necessary information we needed. The IMARC team was very easy to work with and they showed us that it would go the extra mile if we needed anything extra

Read More

Last project executed by your team was as per our expectations. We also would like to associate for more assignments this year. Kudos to your team.

Read More
Zee Media Corp. Ltd.

We would be happy to reach out to IMARC again, if we need Market Research/Consulting/Consumer Research or any associated service. Overall experience was good, and the data points were quite helpful.

Read More
Arabian Plastic Manufacturing Company Ltd.

The figures of market study were very close to our assumed figures. The presentation of the study was neat and easy to analyse. The requested details of the study were fulfilled. My overall experience with the IMARC Team was satisfactory.

Read More
Sumitomo Corporation

The overall cost of the services were within our expectations. I was happy to have good communications in a timely manner. It was a great and quick way to have the information I needed.

Read More
Hameln Rds

My questions and concerns were answered in a satisfied way. The costs of the services were within our expectations. My overall experience with the IMARC Team was very good.

Read More
Quality Consultants BV

I agree the report was timely delivered, meeting the key objectives of the engagement. We had some discussion on the contents, adjustments were made fast and accurate. The response time was minimum in each case. Very good. You have a satisfied customer.

Read More
TATA Advanced Systems Limited

We would be happy to reach out to IMARC for more market reports in the future. The response from the account sales manager was very good. I appreciate the timely follow ups and post purchase support from the team. My overall experience with IMARC was good.

Read More

IMARC was a good solution for the data points that we really needed and couldn't find elsewhere. The team was easy to work, quick to respond, and flexible to our customization requests.

Read More