Nappies/Diapers/Pants in Asia Pacific

Delivery

This report comes in PPT.

Key findings

Strong historic period growth

Asia Pacific, driven by the dominant Chinese market, had been recording strong growth rates for nappies/diapers/pants in the first three years of the 2015-2020 period. This was in spite of falling birth rates in many countries in the region, which was resulting in declining sales in Japan and South Korea, and, in 2019, was even starting to slow the growth rates in China.

Slowdown in growth in 2020

A number of countries saw a slowdown in their growth rates or even declining sales during 2020, with the region impacted by the COVID-19 pandemic. However, where possible, parents continued to use disposable nappies/diapers/pants, even if perhaps trading down to cheaper brands or lines. Consumers have come to appreciate the convenience and functionality of such products and increasingly view them as essential products, helping to mitigate the impact of the pandemic on sales, with the economic consequences of the restrictions introduced to contain the spread of the virus affecting the nappies/diapers/pants performance more than the measures themselves.

Pandemic further boosts the e-commerce share

E-commerce was already the main distribution channel in Asia Pacific, with the pandemic only serving to further drive sales via internet retailing. Online sales account for just under half of retail value sales of nappies/diapers/pants in China, with just over three quarters of sales being made through e-commerce in South Korea.

Strong growth expected over the forecast period

Nappies/diapers/pants are expected to see strong growth in Asia Pacific over the forecast period, with disposable pants driving sales. Disposable pants are considered easier to use than nappies/diapers by many parents, who value their convenience and practicality.