Australia’s diaper market is experiencing rapid growth, driven by increasing consumer demand for high-quality, comfortable, and eco-friendly diapers. For retailers and distributors, understanding the leading brands in the market is crucial for capturing sales opportunities and meeting evolving consumer preferences. This guide highlights the top 10 diaper brands in Australia, showcasing both established names and emerging eco-conscious options.
1. Huggies
Huggies is one of the most recognized diaper brands in Australia, offering products for newborns, infants, and toddlers. Known for superior absorbency, soft materials, and a comfortable fit, Huggies provides parents with peace of mind. Its innovations, including Wetness Indicators and Soft Flex technology, make it a reliable choice for supermarkets and online retailers. [Visit Huggies]
2. Tooshies by TOM
Tooshies by TOM is a local Australian brand focusing on eco-friendly and sustainable materials. Its diapers are made from organic bamboo and fully biodegradable components, offering excellent absorption and skin-friendly protection for sensitive babies. With growing popularity among environmentally conscious parents, Tooshies is increasingly stocked in major supermarket chains and specialty retailers. [Visit Tooshie by TOM]
3. WEHOO (Biodegradable Diapers)
WEHOO is an emerging brand making waves in the Australian market with its biodegradable diapers. The private label eco diapers TINKLE are made with 85% plant-based materials and can achieve a 70% degradation rate under certified conditions. WEHOO holds multiple biodegradability certifications, demonstrating its environmental credibility. Alongside sustainability, WEHOO provides high absorbency, soft breathable layers, and comfort for babies. Its quality and eco-friendly design have quickly made WEHOO a preferred partner for Australian distributors and retailers looking to meet the growing demand for sustainable diapers. [Visit WEHOO]
4. Bunjie
Bunjie has earned a reputation for integrating probiotics and plant-based materials into its diapers. The diapers aim to protect the baby’s skin while maintaining high absorption. The brand combines skin-friendly innovation with sustainability, making it a strong choice for retailers looking to offer eco-conscious, high-performance diapers. [Visit Bunjie]
5. Eco by Naty
Eco by Naty, originally from Sweden, is gaining recognition in Australia for offering 100% biodegradable diapers free from harmful chemicals. Its strong performance and eco-certified materials appeal to parents seeking safe and sustainable diaper options. Retailers benefit from offering a brand with a strong global reputation in eco-friendly baby care. [Visit Eco by Naty]
6. Ecoriginals
Ecoriginals is an Australian-born brand specializing in plant-based, fully biodegradable diapers. Known for comfort, durability, and high absorbency, Ecoriginals is increasingly popular among environmentally conscious households. Its combination of performance and sustainability makes it a valuable addition to retail shelves. [Visit Ecoriginals]
7. Rascal + Friends
Rascal + Friends, a New Zealand brand, has grown its presence in Australia by offering affordable yet high-quality diapers. The brand focuses on comfort, skin-friendly materials, and consistent absorption, appealing to families seeking value without compromising quality. [Visit Rascal + Friends]
8. Comfy Koalas
Comfy Koalas specializes in sensitive-skin-friendly diapers, free from fragrances and harsh chemicals. The brand emphasizes soft, high-quality materials and consistent performance. Its growing popularity among health-conscious Australian consumers positions it well for both supermarket chains and specialty retailers. [Visit Comfy Koalas]
9. Coles Little One’s
Coles Little One’s is a supermarket own-brand offering dependable quality at an affordable price. With reliable absorption and comfort, it is widely available across Coles stores, appealing to families seeking accessible and trustworthy diaper options.
10. Woolworths Select
Woolworths Select provides budget-friendly diapers with consistent performance and leak protection. Its products are easy to use and maintain broad appeal among price-sensitive Australian consumers, making them a staple for everyday use.
Australia’s diaper market is evolving quickly, shaped by consumer expectations for performance, affordability, and sustainability. Established names like Huggies and Tooshies continue to anchor the market, while innovative eco-focused brands are reshaping how parents choose diapers. The growing popularity of biodegradable solutions—such as those offered by WEHOO—signals a broader trend: retailers and distributors who diversify their shelves with both trusted staples and new sustainable options will be better positioned to capture long-term consumer loyalty.
