Despite a wide variety of eco-friendly diapering options available to consumers, 89 percent of online diaper sales are of traditional disposable diaper brands, led by Pampers, which comprises 55 percent of the total online market. Overall, diaper sales account for 2.2 percent of all consumer packaged goods sold online, and the average person spends between $74 and $101 per year on them.
Sales of eco-friendly brands flat in a slowly-growing market
Overall, online sales of diapers grew modestly--at nine percent year-over-year, about half the rate of all all e-commerce. Sales of eco-friendly diapers have been soft. After declining at the end of last year, sales picked up in the first quarter, returning to the levels we saw in May 2015, the first month of the period under measurement. Seventh Generation is the leading green brand, with 28 percent of sales. Sixty-seven percent of all green brands are sold on Amazon, followed by Amazon-owned Diapers.com and Target.com, with 12 and nine percent share, respectively.
Hardly anyone is buying cloth diapers online. Less than one percent of online sales were of cloth diapers, and 56 percent of them were bought on Amazon, followed by Target and ToysRUs.
Demographics shed little light on buying preferences
Demographics shed little light on a consumer's likelihood to go green with their diapering choices. The group who spends the most on eco-friendly brands is also the group that purchases all brands -- the 25 to 35-year-old demographic. Green diaper buyers are slightly more educated slightly wealthier, and index slightly higher among 35-44-year-olds and those over 65.
About this data
With a panel of 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.
Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.
Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.