Europe Diaper Market

Europe Diaper Market:

The Europe diaper market size reached 46.6 Billion Units in 2024. Looking forward, IMARC Group expects the market to reach 72.6 Billion Units by 2033, exhibiting a growth rate (CAGR) of 4.81% during 2025-2033. 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.

Europe Diaper Market Analysis:

• Major Market Drivers: The simultaneous increase in birth rates and the aging population are the primary drivers bolstering the growth of the market. Furthermore, the rising awareness among consumers regarding maintaining hygiene is also contributing to the market growth.
• Key Market Trends: Increasing preference for biodegradable and skin-friendly diapers is one of the significant trends catalyzing the growth of the market. In addition to this, the widespread availability of diapers across e-commerce channels is also propelling the Europe diaper market share.
• Geographical Trends: 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. Besides this, being one of the largest economies in Europe, German consumers have higher purchasing power, allowing for a more robust market.
• Challenges and Opportunities: The European diaper market faces challenges such as increasing environmental concerns leading to demand for sustainable alternatives and stringent regulations regarding materials and chemicals. However, this also presents opportunities for innovation in eco-friendly materials, advanced technology for enhanced performance, and market expansion through online retail channels. 

Europe Diaper Market Trends:

Increased Consumer Awareness and E-commerce Growth

The rise in consumer awareness and the booming e-commerce sector are the primary factors driving the growth of the market. In the EU, while 92% of the individuals aged 16-74 years used the internet in 2023, 69% bought or ordered goods or services online in the same year. Furthermore, in the year 2024, the revenue in the baby diapers market in Europe is anticipated to reach US$ 9.34 Billion. Additionally, the average volume per person in the baby diapers market in Europe is forecasted to be 11.1kg units in 2024. Concurrently, the rapid growth of e-commerce platforms offers manufacturers an expanded reach and accessibility to consumers, fostering competitive pricing and convenience. In line with this, the increased consumer awareness is encouraging companies to maintain high-quality standards and promote healthy competition in the market, which is expected to propel the Europe diaper market demand in the coming years.

Growing Demand for Eco-Friendly Diapers

Technological advancements in diaper manufacturing are catalyzing the growth of the market. Companies are also focusing on sustainability by using bio-based materials, which resonate well with the eco-conscious European consumer base. Furthermore, each year around 21 billion used diapers generate approximately ten million tons of plastic waste in Europe. The surge in diaper pollution is a major environmental threat. To combat this, in November 2023, the EU initiated an EU-funded PAWN project that focuses on producing environmentally responsible baby products. Moreover, recently, PAWN introduced an innovative product with high absorbency that addresses the environmental challenges posed by traditional diapers. Such initiatives are anticipated to augment the Europe diaper market revenue over the forecasted period.

Rising Birth Rate and Escalating Geriatric Population

The increase in birth rate is also contributing to the growth of the market. For instance, in 2021, France had the highest fertility rate among the EU member states, with 1.84 live births per woman, according to Eurostat, the statistical office of the EU. The rise in number of newborns is significantly driving the demand for diapers, which is positively impacting the Europe diaper market outlook. Besides this, the escalating geriatric population across the region, which is more susceptible to conditions like incontinence, is further augmenting the adoption of diapers. Moreover, improved awareness and acceptance of adult diaper products are also offering lucrative growth opportunities to the market. For instance, in January 2023, the EU population was estimated at 448.8 million people, and more than one-fifth (21.3 %) of it was aged 65 years and over. Additionally, according to a data report, the population of older people (defined here as those aged 65 years or more) in the EU-27 will increase significantly, rising from 90.5 million at the start of 2019 to 129.8 million by 2050. A significant rise in the geriatric population is bolstering the growth of the market.

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 2025-2033. 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 Europe diaper market 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 to this, 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. 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.

As per the Europe diaper market statistics 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. For instance, in January 2023, the EU population was estimated at 448.8 million people, and more than one-fifth (21.3 %) of it was aged 65 years and over. Moreover, according to a data report, the population of older people (defined here as those aged 65 years or more) in the EU-27 will increase significantly, reaching 129.8 million by 2050. Moreover, increasing awareness and de-stigmatization around adult incontinence, often promoted by healthcare institutions and public awareness campaigns, are making these products more socially acceptable.

Breakup by Distribution Channel:

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

Pharmacies hold the largest market share

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 to this, the escalating number of pharmacies is augmenting the Europe diaper market’s recent price. For instance, in Europe, the revenue in the Pharmacies market is forecasted to reach US$ 346.30 Billion in 2024, and the market volume is anticipated to reach US$ 392.70 Billion by 2028. 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 incentivizes consumers to make their diaper purchases at these establishments.

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.

As per the Europe diaper market overview by IMARC, Germany has one of the highest birth rates in Europe, contributing to higher demand for baby diapers. For instance, the crude birth rate in Germany increased by 0.3 live births per 1,000 inhabitants (+3.23 percent) since 2020. With 9.6 live births per 1,000 inhabitants, the rate thereby reached its highest value during 2007-2021. Besides this, being one of the largest economies in Europe, German consumers have higher purchasing power, allowing for a more robust market. Additionally, the rising number of working parents in the country is also augmenting the demand for convenient disposable diapers, which are less time-consuming and easy to dispose of. This, along with the increasing number of both online and offline pharmacies across the country, is anticipated to propel the growth of the market in the coming years. 

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. Europe diaper market 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 Recent Development:

• April 2024: PureBorn, the UAE-founded baby care brand – featuring hypoallergenic, ultra-absorbent diapers made with up to 43% organic bamboo, announced its partnership with Swiss distributor Laboratoire Naturel, PureBorn to launch a European website featuring country-specific portals for frictionless access to its products.
• March 2024: Vyld, a sustainably focused German hygiene company, announced its plan to introduce algae-based compostable core diapers. The project aims to use composted diaper waste as a humus fertilizer, transforming used diapers into a valuable resource.
• November 2023: The EU-funded PAWN project introduced an innovative product with high absorbency that addresses the environmental challenges posed by traditional diapers.

Europe Diaper Market Report Scope:

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 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Europe diaper market.
• The study maps the leading, as well as the fastest-growing, markets. It further enables stakeholders to identify the key country-level markets within the region.
• 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.