CLEVELAND - US retail sales of disposable diapers and similar products are forecast to grow 1.7% per year in nominal terms through 2023, according to a new report.

Disposable Diapers: United States, published by Freedonia Focus Reports notes that in volume terms, sales are projected to expand 1.2% per year. Suppliers will benefit from population growth in the youngest and oldest cohorts – those associated with the use of diapers and adult incontinence products. In addition, says the report, a trend of greater social acceptance of adult incontinence products – bolstered by strong advertising campaigns and introductions of less stigmatizing products – will continue to drive rapid demand gains in that category.

In value terms, the report notes that faster growth will be limited by strong competition among suppliers, as many diaper buyers continue to prefer lower cost store brands. The tepid increase expected in the number of births will limit gains in volume sales.

Retail sales of adult incontinence products – the fastest growing segment – are expected to climb 2.9% per year. In volume terms, sales are forecast to rise 3.3% annually. Advances will be driven by expansion in the senior adult population. In addition, the introduction and promotion of new, high-value-added products, such as gender-specific disposable underwear that resembles standard underwear, will further stoke gains.

More information about the report is available at:

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