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Strategy Briefing

Category Update: Nappies/Diapers/Pants

26 pages, May 2018

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

The largest disposable hygiene category globally – baby nappies/diapers/pants – is maintaining a positive growth trajectory globally, despite significant pressures coming from changing demographics, pricing trends, and economic and political headwinds in a number of markets. This global category update includes retail sales projections, discusses unmet potential and key drivers of growth, innovation trends, category disruptors, and the dynamic between pant and open nappies/diapers.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Shifting market frontiers and significant global unmet potential

Despite significant pressures coming from changing demographics, pricing trends, and well as economic and political headwinds in a number of markets, the nappies/diapers/pants category continued to demonstrate positive growth in volume and value globally, with the core of the sizeable unmet potential of an estimated 300 billion units and growth coming from the developing markets, with Asia Pacific and Middle East and Africa in the lead.

Pants –expanding frontiers but APAC still dominates

While in absolute value and volume, global sales of pants still trail behind open nappies/diapers, pants outpace open in terms of growth. While Asia Pacific remains the core market for diaper pants, innovation and brand development by key players, including the global leader Procter & Gamble, is taking the format into new territories, including MEA and Western Europe.

Premium vs affordable – markets move at different pace

Balancing premium and affordable is at the top of the industry agenda, especially in view of still rising material costs, the aggressive competitive environment and pricing pressures in retail – from online to the expanding discounters. The success of premium innovation is tied to each market’s conditions, income levels and key features consumers are willing to pay for. In the frontier markets with low per capita incomes, affordability tops the agenda and drives brand success, examples being Egypt and Nigeria.

E-commerce vs omnichannel

Online sales of nappies/diapers/pants continue to surge, with Asia Pacific ahead of other regions. Success in online retail comes at a cost to brands, as one of the top motivators for consumers to shift to online retail is the lowest prices. However, the majority of sales still happen in stores, even in fast growing e-commerce markets like China, thus opportunities in local markets for omnichannel strategies need to be explored.

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Introduction

Scope

Key findings

Positive growth trajectory globally

Fastest growth markets by volume: APAC and MEA to lead

India and China lead in estimated unmet potential

Deconstructing growth drivers

Pant format outpaces open diaper

Asia Pacific dominates in pants, but frontiers are expanding

Significant unmet potential in pant format

E-commerce continues to gain share of category sales….

…but continues to add to pricing pressures

Explore opportunities in store retail…

…and consider wider shopping priorities by target consumer

Egypt: winning in a frontier market

China: winning in a more evolved market

Ethical living: Green, natural, organic

Industry disruptors: re-usable diapers – example of South Africa

Nappies/diapers/pants growth by country: Asia Pacific

Nappies/diapers/pants growth by country: North America

Nappies/diapers/pants growth by country: Western Europe

Nappies/diapers/pants growth by country: Latin America

Nappies/diapers/pants growth by country: Eastern Europe

Nappies/diapers/pants growth by country: Middle East and Africa

Nappies/diapers/pants growth by country: Australasia

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Megatrends

Strategy Briefing

Category Update: Nappies/Diapers/Pants

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About This Report

New Report Guarantee

Overview

Why buy this report?

Shifting market frontiers and significant global unmet potential

Pants –expanding frontiers but APAC still dominates

Premium vs affordable – markets move at different pace

E-commerce vs omnichannel

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Positive growth trajectory globally

Fastest growth markets by volume: APAC and MEA to lead

India and China lead in estimated unmet potential

Deconstructing growth drivers

Pant format outpaces open diaper

Asia Pacific dominates in pants, but frontiers are expanding

Significant unmet potential in pant format

E-commerce continues to gain share of category sales….

…but continues to add to pricing pressures

Explore opportunities in store retail…

…and consider wider shopping priorities by target consumer

Egypt: winning in a frontier market

China: winning in a more evolved market

Ethical living: Green, natural, organic

Industry disruptors: re-usable diapers – example of South Africa

Nappies/diapers/pants growth by country: Asia Pacific

Nappies/diapers/pants growth by country: North America

Nappies/diapers/pants growth by country: Western Europe

Nappies/diapers/pants growth by country: Latin America

Nappies/diapers/pants growth by country: Eastern Europe

Nappies/diapers/pants growth by country: Middle East and Africa

Nappies/diapers/pants growth by country: Australasia

Why buy this report?

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