US Parents Buy Bigger, Shop Amazon More: Here’s What the Data Says

We’ve recently done some category analysis in the baby space, and a few things really stood out — especially when comparing the UK and US. There’s always been an assumption that US consumers buy in bulk, but when you look at the diaper/nappy category in detail, it becomes very clear.

One of the biggest differences was the proportion of the overall diaper market that runs through Amazon. In the US, Amazon accounts for around 7-8% of the total diaper market, compared to only 3% in the UK. It’s a surprisingly big gap. When we dug into pack sizes, the contrast made even more sense. US shoppers typically go for much larger packs, which plays into the bulk-buy stereotype. In the UK, nappies are still something most parents pick up as part of the weekly grocery shop, either in store or through an online grocery delivery.

Speaking personally, as a parent, that’s exactly how I shop for them. Supermarkets offer their own-brand nappies at much lower price points than the big brands, even if they’re not quite as sustainable. And with children under two moving through sizes so quickly, buying smaller packs can help avoid waste, something that matters even more during a cost of living squeeze.

Across both markets, the expected brands still dominate, Huggies and Pampers but we also saw stronger performance from more premium, sustainability-focused brands like Honest, Pura and Hello Bello. Awareness of waste and the wider environmental impact is clearly pushing more parents to consider these alternatives, while the larger mass brands are gradually starting to adapt.

If you need support assessing your category or understanding these shifts in more detail, feel free to get in touch.