While nappies/diapers/pants registered a double-digit increase in current value, this was due to spiralling inflation and volume sales actually fell. With consumer purchasing power significantly reduced, parents changed their babies’ nappies less frequently.
Historically, Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies lead nappies/diapers/pants in Argentina. These brands have an established presence and enjoy a strong image, consistent promotional activity and a high level of penetration in modern and traditional grocery retailers, in addition to offering broad product portfolios ranging from standard to premium quality.
Though Euromonitor does not cover AFH nappies/diapers/pants, there was a significant reduction is volume sales during the pandemic. This was due to hospitals shortening the stays of mother and babies in hospital, in order to cut down the risk of COVID-19 infection.
Nappies/diapers/pants will register a decline in constant value and volume sales over the forecast period, as a declining birth rate slows growth. In addition, with inflation expected to continue to rise, consumers will try to lengthen the time between nappy changes, in order to save money.
In May 2021, the multinational Kimberly-Clark announced a USD20 million investment in its manufacturing plant in the province of San Luis. The investment is focused om improving technology for the production of its Huggies brand, Xtra-Flex and will ensure increased exporting capabilities over the forecast period.
E-commerce and specialised stores will play a greater role over the forecast period. Online shopping of nappies soared during the pandemic and nappies are well suited to direct delivery, as the bulkiness of the product can make it difficult for consumers to transport, particularly if they don’t have a car.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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