Indonesia is the third leading country in Southeast Asia with 4.41 million births recorded in 2022. Therefore, there is an expected double amount of disposable diapers market growth from $1.75 billion in 2021 to $3.66 billion by 2026.

However, there is only a 20% penetration of baby diaper products to the total of disposable hygiene products in Indonesia. This is considerably low compared to the female hygiene products, which is leading with over 70% penetration. In penetrating the market, local manufacturers have paved several ways for diapers to be more approachable to the mid to lower-income market. One of the ways is by making diapers for individual sale for affordability.

Luckily, there has been a shift in the shopping behavior of consumers throughout the years. The growing middle class would rather choose hygiene and comfort rather than compromise quality. This is especially true for new parents, who only wanted the best for their children. As a result, there is a growing number of key players in the market to fulfill those demands.

Using Disposable Diapers: How Advantageous Is It?

It is no doubt that parents only want to ensure their children grow up healthy and content. When someone first becomes a parent, they are more likely to seek advice on parenting from the Internet. One of the frequent topics that come out is the debate about whether using disposable diapers is not more advantageous than using cloth diapers.

While both diaper types have their own advantages and disadvantages, using cloth diapers required frequent changing compared to disposable diapers. This may lead to interrupted sleep at night not only for the child but also for the parents or caregivers. Meanwhile, not using diapers at night at all may impair the sleep quality of the children.

For so long, people refrained from using disposable diapers for their children as they always caused diaper rash in children. In contrast, disposable diapers have the ability to prevent most types of rash caused by excess moisture trapping from urine and feces. This is due to the use of Super Absorbent Polymers (SAP) on recent products. A study found that 1 kilogram of this highly absorbent product can absorb up to 418 liters of water. There is even clinical evidence that indicates how using SAP keeps moisture away from the diapered skin area. It results in reduced diaper rash by maintaining proper skin hydration and minimizes irritation.

As the year progresses, the use of SAP on personal hygiene products became more important. In 2022, it dominates the market share of SAP with more than 64% of applications in the segment. Meanwhile, the global market size itself is forecasted to grow at 6.4% CAGR from 2023 to 2030.

The huge behavioral shift in the market is the perfect opportunity for manufacturers to innovate in order to become a key player. Click here to find your solution.