It is a trend that washes out decades of careful nappy marketing: more babies now wear re-usable nappies than at any time since the 1970s.

Technological breakthroughs have allowed moisture to be locked away for up to twelve hours. Despite it all, legions of mothers are returning to the bulky safety-pinned terries that their mothers and grandmothers swore by in a less extravagant age.

In the topsy-turvy world now described by “green” parenting groups, there are even claims that mothers are becoming “too posh for Pampers”.

Aided by modern materials and a redesign, the washable nappy has spread across social classes to vie for the affections of parents in the wake of arguments by campaigners that they are more environmentally friendly.

The impact on landfill sites is cited as the single biggest problem with single-use throwaway nappies. Each baby is estimated to go through 4,500 before being trusted to give his or her parents sufficient warning to get to a loo in time.

Each year close to three billion disposable nappies are thrown away, accounting for 670,000 to 750,000 tonnes of waste. Disposable nappies make up about 4 per cent of household waste and they may take up to 500 years to degrade.

A report published this month by Mintel, the market research firm, said that while washable nappies are a niche market at present, they could follow the example set by organic baby food, which was transformed from a fringe interest to the mainstream. Mintel analysts said that the disposable industry had managed to maintain a positive image among consumers because of convenience and performance, but noted that there was rising interest in green issues. “Consumers are increasingly interested in green and natural products, as shown in other markets such as the growth of organic food,” the report said.

The researchers highlighted the increasing popularity of washable nappies and calculated that usage from 2005-07 rose by 6 per cent.

Campaigners and the washable nappy industry estimate that between 10 and 15 per cent of parents use traditional nappies, though some also use disposables on occasion. Five years ago only 2 per cent were estimated to use washable nappies.

The figures are disputed by the disposable industry. Tracy Stewart, of the Absorbent Hygiene Product Manufacturers Association, said that only 5 per cent of families use washables. She said that the disposable industry had continued to expand faster than the rise in birthrate.

Mintel put the value of the nappy market in the United Kingdom at £592 million, an 18 per cent rise since 2002.

Supporters of the washable sector maintain that there has been a sea change in attitudes over the past decade. Liz Scambler, founder of the One Life and Lollipop nappy firms, said: “It started with the yummy mummies. There was a real North-South divide. It was coming from the South East — it was fashionable. It’s gradually crept up the country. Now our biggest activities are in Sheffield, Yorkshire, the Lake District and Lancashire. It’s more countrywide.”

Mabel Atken, a nappy consultant for Green Baby, said: “Everybody’s getting too posh for Pampers now.”

Lucy Jewson, of Frugi, started making clothes to fit babies wearing wash-ables, most of which are bulkier than disposables. In four years her business has expanded to employ ten people and exports to twenty-eight countries.

The environmental benefits of washable nappies have been advocated by, among others, the Real Nappy Campaign

Source:  Times Online UK