When most people think of the Pampers target market, or for that matter the market for diapers, they think of parents with babies. However, there is a much larger market for this essential product than just parents!

In fact, there are many other kinds of people who regularly buy diapers and specifically the Pampers brand. This includes grandparents, relatives, and friends of parents who have children.

It includes aid workers and those in the medical field who work with infants. It includes maternity wards and daycare providers. And it includes people with incontinence issues, disabled adults, and even some pet owners!

Let’s now take a closer look at some of these groups and discuss why they buy diapers from Pampers.

Who is the Pampers Target Market?

The Pampers target market includes:

  1. Parents with babies and small children
  2. Grandparents
  3. Maternity wards
  4. Hospitals
  5. Daycares
  6. People with incontinence issues
  7. Disabled adults

Let’s now look closely at each of these market segments.

#1. Parents with babies and small children

Parents with babies and small children are, of course, the most obvious segment of the Pampers target market. They need diapers for their children and will often buy them in bulk.

They may also buy other related products, such as diaper rash cream and wipes. And they are often willing to pay a premium for brands that they trust to be gentle on their child’s skin.

#2. Grandparents

Often, grandparents will buy Pampers for their grandchildren. They may do this to help out the parents, or they may keep a stash of Pampers at their house so that they are always prepared when the grandkids come over to visit.

Grandparents are often more inclined to buy premium brands, as they want what is best for their grandchildren. This makes them a perfect segment of the Pampers target market.

#3. Maternity wards

Maternity wards are another segment of the Pampers target market. They go through a lot of diapers, as every baby that is born will need to be diapered.

However, they usually buy diapers in bulk but may not necessarily want to pay for a premium brand like Pampers because after all, the babies will only be in the hospital for a short time and maternity wards like all businesses need to find ways to keep costs under control.

Nevertheless, they are likely candidates to buy Pampers making them a target market of this brand.

#4. Hospitals

Hospitals are also a Pampers target market as they often have babies in the Neonatal Intensive Care Unit (NICU) who need to be diapered. But infants aren’t the only candidates for diapers in hospitals.

There are also disabled adults and elderly patients who may need to use diapers due to incontinence issues. And, in some cases, even pets may need to be diapered while they are in an animal hospital for treatment!

#5. Daycares

Daycares also buy diapers and they go through a lot of them! They need to have diapers on hand for all of the children in their care, and they usually buy them in bulk.

Like hospitals and maternity wards, cost is often a major concern for daycares and daycares make money by keeping costs under control.

Having said that they may still invest in premium diapers like Pampers because they need to show parents that they are providing the best possible care for their children.

#6. People with incontinence issues

People with incontinence issues are another Pampers target market. They need diapers to absorb any accidents that they may have.

People in this group may range from young children who are still potty training to elderly adults who have incontinence issues. And they may use diapers full-time or just when they sleep.

Some people with incontinence issues may be embarrassed about their condition and may not want to talk about it. But there are many resources available to help them, and there are also a number of brands that make discreet diapers that are not obvious when someone is wearing them.

People in this segment may prefer a quality brand to ensure there are no accidents. This makes these people a segment of the target market for Pampers.

#7. Disabled adults

Adults with disabilities that prevent them from using the bathroom independently are another Pampers target market. They may need to use them full-time or just when they are away from home.

Some disabilities that result in incontinence include spinal cord injuries, multiple sclerosis, and cerebral palsy. And there are a number of brands that make diapers specifically for disabled adults.


There you have it! These are some of the main segments of the Pampers target market.

We looked at parents and grandparents of babies or small children. We looked at maternity wards and hospitals that also need diapers. Likewise, daycares need a large supply of diapers.

People with disabilities and/or incontinence issues are also a segment of the target market of Pampers.