Nappies/Diapers/Pants

The rate of growth in retail current value sales of nappies/diapers/pants accelerated to its fastest rate in a decade during 2020. Continued strong growth in the population aged 0-3 was a significant driver of this. However, demand was negatively…

The COVID-19 pandemic has not strongly impacted demand for nappies/diapers/pants in Poland due the essential nature of the category. Instead, the main outside influence in the country’s birth rate. Over the review period, the number of babies being…

Overall, nappies/diapers/pants continued to decline in retail volume sales in 2021, although there was a rebound to positive growth in retail current value terms due to disposable pants and higher inflation, which exerted upward pressure on units…

Sales of nappies/diapers/pants saw a slight decline in 2020, although as these are products that consumers cannot do without sales remained positive. Nonetheless, restrictions on store entry and a other lockdown measures meant that consumer access to…

2021 saw a slight rebound in the volume consumption of nappies/diapers, due in part to improved product availability and a marginal increase in live births. However, against the backdrop of a consistent decline in the birth rate since pre-pandemic,…

In 2021, there continues to be a growing preference amongst Malay parents for purchasing disposable pants over nappies/diapers. There is a growing perception amongst Malay parents that disposable pants offer greater convenience (through a quick…

Consumers spent more time at home during 2021 due to the introduction of further lockdowns in response to new waves of COVID-19. This reduced demand for some products as some consumers changed their babies less frequently as they left the house less…

Falling birth rates have subdued demand for nappies/diapers/pants in Sweden in recent years. In 2020, the negative impact of this demographic trend was compounded by the fallout of COVID-19, with many families finding they used fewer of these…

Demographic trends continued to impact nappies/diapers/pants, with volume sales registering minimal growth as the birth rate continued to decline. All the same, there was a slight increase in value sales, as a degree of premiumisation increased value…

Demand for nappies/diapers/pants continued to decline in Bulgaria, in line with pre-pandemic trends due to the country’s declining birth rate. However, this was further compounded by the emergence of COVID-19, with Bulgaria's lowest birth rate…

For the second year in a row, births in Morocco continued to fall sharply in 2021. The COVID-19 crisis has been singled out as a key factor in deterring people from having children in many markets around the world, especially the economic impact of…

Despite the economic challenges caused by the pandemic in Nigeria, the latter also helped to raise greater awareness of the need for stringent hygiene. There has also been a shift from the traditional method of caring for babies with the use of…

In Ireland, the number of 0-3-year-olds declined for another consecutive year in 2021. This kept the volume growth rate of nappies/diapers/pants suppressed and at a level below those witnessed before the pandemic. Whereas in previous generations…

Nappies/diapers/pants recorded stable retail value sales growth in 2021. Value growth was driven by average unit price increases and a growing demand for premium products. However, volume sales of nappies/diapers/pants stagnated in 2021. The birth…

Sanitary protection and nappies/diapers/pants are similar in terms of the fact that they are necessary products, so their retail volume consumption was little affected by COVID-19. In addition, despite the pandemic, according to official reports, the…

In an attempt to promote giving birth, against the backdrop of a shrinking national population, China introduced the three-child policy in 2021, allowing a couple to have up to three children per household. The new policy has opened up many…

In 2021, nappies/diapers/pants presented only slow growth in retail volume terms, with much higher single-digit retail current value growth. Amongst the categories, disposable pants continued to show the strongest performance, with double-digit…

Sales of nappies/diapers/pants continue to be negatively affected by declining birth rates in Portugal. The first semester of 2021 registered the worst number since 2014, according to official sources. Also, with more time spent at home in 2020,…

Consumers’ propensity to seek promotional offers continued in 2021, with purchases often made based on discounted prices. The COVID-19 pandemic also intensified consumers’ willingness to shop for nappies/diapers/pants online as e-commerce offered…

Both value and volume sales of nappies/diapers/pants declined in 2021. A key obstacle to the category’s performance is its pure dependence upon demographics which in Greece are highly unfavourable. Birth rates have been decreasing, causing the…