Nappies/diapers/pants faced a critical year due the impact of the economic recession suffered in the second half of 2018. The huge devaluation of the Argentinean peso between April and July 2018 produced escalating inflationary pressure, leaving middle- and low-income consumers with less to spend on nappies/diapers/pants.
Over the review period, due to the lower disposable incomes of many Argentinean households during the economic crisis, lower-quality nappies became a popular option. Following the downturn in consumption, multinationals reacted in several ways, including offering more affordable packs in traditional channels, with the aim of attracting lower-income consumers.
Internet retailing continued to take share from store-based retailing in 2018. Over the review period, many online retailers specialising in baby products emerged in Argentina, offering large packs of nappies/diapers/pants at highly competitive prices, representing savings for parents.
Multinationals strongly led nappies/diapers/pants in 2018, with Kimberly-Clark Argentina Holdings and Procter & Gamble Interamericas leading with high value shares. Local parents seek the best-quality products, but at affordable prices.
Kimberly-Clark Argentina Holdings led nappies/diapers/pants with a strong value share in 2018. This is thanks to its wide product portfolio and the tradition of its Huggies brand in the country.
La Papelera del Plata ranked third in nappies/diapers/pants in 2018, positioned in the economy and mid-priced segments with its BabySec brand, with Ultraprotected BabySec and BabySec Premium extensions. La Papelera del Plata gained ground over premium offerings with these brands, whilst Estrella (Algodonera Avellaneda) also improved its share with value-added products, supported by huge investments in advertising and promotion in 2018.
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