If the idea of cloth nappies conjures images of towelling squares loosely held by a large safety pin, think again. Modern versions have come a long way and are now available in bright colours and a variety of materials, including cotton, bamboo, microfibre and hemp.

Growing consumer concern over plastic waste, and a more pragmatic desire to save money, means boom times for the reusable nappy industry.

“There is increased awareness of the impact of disposable nappies – they are a single-use plastic. It started with coffee cups, then disposable wipes, and the jump from wipes to nappies is clear,” said Wendy Richards, director of UK online provider The Nappy Lady. She says the number of people using the service has grown by 80% in the past year. The business has doubled its staff since the start of 2018.

About 25% of a disposable nappy is plastic and three billion nappies a year end up in landfill. Some councils in Britain now give new parents vouchers worth up to £55 to help pay for a set of reusable nappies.

Alice Walker, of campaign and information group Real Nappies for London, said: “We weren’t having this conversation [about plastic waste] before. Now parents are more aware of their choices and word of mouth is spreading the message.”

Bambino Mio, based in Northamptonshire, sells reusable nappy products online and in supermarkets, and says it has seen sales increase by 50% in the past year. It says more than 30% of parents now try plastic-free alternatives. “The impact of single-use plastics is a hot topic across the globe,” said spokesperson Victoria Williams. “There is no greater single-use product than a disposable nappies – plastic bottles and bags can be reused; disposable nappies are certainly only used once.”

Another explanation for the rise in reusable nappies is economic. Data from Nottinghamshire county council’s nappy project finds that using real nappies and washing them at home saves £200 a year compared with buying disposables. “This could help UK parents save as much as £360m a year, while helping us move towards a zero-waste society,” said Amelia Womack, deputy leader of the Green party.

Cloth nappies no longer means terry towelling and nappy pins. Photograph: GraphicaArtis/Getty Images

The Treasury is looking at a nationwide voucher scheme as part of a consultation on plastic waste, but Womack said the government and local councils need to do more.

Social media platforms have also helped spread the word. Kasia Reszel has a two-month-old son, Julian. “On Facebook you can buy secondhand nappies, which are cheaper, and there’s a massive network to show you how to do it,” she said. “We do one wash a day and it’s pretty easy. You rinse before putting on a longer cycle and wash at 60C.”

Others agree. “I thought I’d just find the plain white towels that my nan told me about, but these are actually really stylish,” said Andrea Snook, who has a one-year-old son. “The designs you can get nowadays are much softer and more reliable.”

Upfront costs can, however, be a deterrent. With full nappy starter kits ranging from £100 to £350, some low-income parents are wary about making the switch.

Georgina Dewhirst and her husband Luke, who have a five-week-old, are considering cloth nappies because their wheelie bin gets full of disposables and is emptied only once a fortnight. As well as the initial outlay, they worry about the cost of all the hot washes. “We will try it, but at the moment the expense is putting us off,” said Dewhirst.

According to Charlotte Faircloth, sociology lecturer at University College London, it is often socially aware middle-class parents who have the luxury of worrying about natural styles of parenting. “Other people are more concerned about meeting bills,” she said.