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Strategy Briefing

Diaper Marketplace: Global Demand - Local Strategies

Dec 2016

US$1,325

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About This Report

New Report Guarantee

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

With significant unmet market potential, diapers remain attractive for the disposable hygiene industry. The report reviews global category performance, demand drivers, future growth and draws attention to market-specific approaches to product innovation and marketing. The report analyses the competitive landscape, with attention to low-income consumers. Lastly, the report takes a closer look at China - the largest global diaper market - and India - one of the fastest growing markets.

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Overview

Why buy this report?

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.

Significant unmet potential in developing markets

The global nappies/diapers/pants retail market continues to present a significant opportunity for the industry, with an estimated 175 billion units in unmet potential. The majority of unmet potential is in the developing markets, which see the fastest growth ahead despite unfavourable demographic trends.

Habit persistence and GDP growth among key drivers of future growth

Strong growth and habit formation of the past few years and positive trends in incomes in the developing markets help to carry forward the growth momentum.

Price elasticity leaves room for value-added products but low-income consumers not to be ignored

Diapers have relatively low price elasticity, thereby encouraging value-added innovation. At the same time, in the developing countries, the majority of parents still fall within the low-income segment, while diaper penetration among middle and upper-class households is approaching saturation. As a result, brands offering a combination of quality and affordable price see growth, unsettling higher priced category leaders such as Pampers.

Significant growth in online diapers sales - challenge and opportunity

Online sales saw dramatic growth over 2010-2015 and continue to rise, with Asia leading in absolute value. Expansion of online space creates a challenge for established brands and puts pricing pressure on the category. However, innovative digital strategies can improve consumer communication and build brand loyalties, especially among younger tech-savvy parents.

Innovation in marketing

With an increasingly more complex marketplace and intensified competition, standing out to consumers calls for new communication strategies, from digital apps to store displays, such as “touch and feel” approach allowing consumers to touch a diaper in store to assess its qualities.

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Introduction

Scope

Key findings

Data parameters and report definitions

Global Marketplace Review

Healthy positive growth globally

Significant unmet potential globally

Markets of the future

Demand Drivers and Competitive Challenges

Habit persistence and GDP as drivers of future growth

Rise in incomes affords more spending

The low-income consumer: Investing in the future consumption

Demographic shifts: Mixed picture and mixed opportunities

Examples of Nigeria and Sweden: Value-added vs economy

Pricing strategies can adapt better to income levels

Changing competitive landscape

Hayat Holding AS: Balancing quality and affordability

Product Innovation and Marketing

Select trends in product innovation and marketing

Asia and beyond: Pant-type diapers and disposable pants

Lifestyle: Targeting affluent parents

Thin and underwear-like

Older children: Raising product awareness in developing markets

Tiny babies: Building brand outreach through hospitals

Private label: A strong contender with eyes on innovation

Investing in marketing

Online Retail: Challenges and Opportunities

Surging online retail

Opportunities and challenges

UP CLOSE: CHINA AND INDIA

China: Global category leader with significant potential ahead

Up Close: China and India

Healthy category growth

Significant unmet potential for long-term growth

China’s rising incomes and female status enable demand

Considering the bottom of the net wealth pyramid

China expects modest increase in number of babies

“Made in Japan” continues

Older children: Consumer education and product differentiation

Skin benefits front and centre of product claims and marketing

Successful consumer outreach: Learning from feminine care

Online retail: The fastest growing distribution channel

India: Vast potential but challenges abound

Strong growth now and into the future

Significant unmet potential: A platform for future growth

Unfavourable demographic trends versus low per capita use

Growth in incomes but women still face challenges

Value-added versus economy segments

Premium versus economy

Pant format: Convenience, skin benefits, older children

Online retail in focus

Why buy this report?

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Megatrends

Strategy Briefing

Diaper Marketplace: Global Demand - Local Strategies

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Significant unmet potential in developing markets

Habit persistence and GDP growth among key drivers of future growth

Price elasticity leaves room for value-added products but low-income consumers not to be ignored

Significant growth in online diapers sales - challenge and opportunity

Innovation in marketing

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Data parameters and report definitions

Global Marketplace Review

Healthy positive growth globally

Significant unmet potential globally

Markets of the future

Demand Drivers and Competitive Challenges

Habit persistence and GDP as drivers of future growth

Rise in incomes affords more spending

The low-income consumer: Investing in the future consumption

Demographic shifts: Mixed picture and mixed opportunities

Examples of Nigeria and Sweden: Value-added vs economy

Pricing strategies can adapt better to income levels

Changing competitive landscape

Hayat Holding AS: Balancing quality and affordability

Product Innovation and Marketing

Select trends in product innovation and marketing

Asia and beyond: Pant-type diapers and disposable pants

Lifestyle: Targeting affluent parents

Thin and underwear-like

Older children: Raising product awareness in developing markets

Tiny babies: Building brand outreach through hospitals

Private label: A strong contender with eyes on innovation

Investing in marketing

Online Retail: Challenges and Opportunities

Surging online retail

Opportunities and challenges

UP CLOSE: CHINA AND INDIA

China: Global category leader with significant potential ahead

Up Close: China and India

Healthy category growth

Significant unmet potential for long-term growth

China’s rising incomes and female status enable demand

Considering the bottom of the net wealth pyramid

China expects modest increase in number of babies

“Made in Japan” continues

Older children: Consumer education and product differentiation

Skin benefits front and centre of product claims and marketing

Successful consumer outreach: Learning from feminine care

Online retail: The fastest growing distribution channel

India: Vast potential but challenges abound

Strong growth now and into the future

Significant unmet potential: A platform for future growth

Unfavourable demographic trends versus low per capita use

Growth in incomes but women still face challenges

Value-added versus economy segments

Premium versus economy

Pant format: Convenience, skin benefits, older children

Online retail in focus

Why buy this report?

Want to find out more about this report?

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