Diaper marketplace: Global demand - local strategies

This paper explores the state of the global diaper marketplace, a $42.9 billion market with significant opportunities in the developing world.
  • There is significant unmet potential in developing markets, which see the fastest growth ahead: an estimated 175 billion units in unmet potential.
  • Strong growth and habit formation of the past few years and positive trends in incomes in the developing markets help to carry forward the growth momentum.
  • Diapers have relatively low price elasticity, thereby encouraging value-added innovation; in developing countries, the majority of parents still fall within the low-income segment, while diaper penetration among middle- and upper-class households is approaching saturation.
  • Online sales saw dramatic growth over 2010-2015 and continue to rise, with Asia leading in...

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