Nappies/Diapers/Pants in Asia Pacific

Strategy Briefing

About This Report

Aug 2019

Asia Pacific continues to be the world’s largest market for nappies/diapers/pants, with healthy projected growth over the period to 2023, except for expected further contractions in Japan and South Korea. While GPD growth remains one of the key drivers of future growth in the region, soft drivers like promotions, innovation and lifestyle changes will also contribute, creating opportunities for the industry to shape consumption.

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Nappies/Diapers/Pants in Asia Pacific

Key Findings

China dominates sales, while other developing markets in the region also continue to see growth

With the exceptions of Japan and South Korea which are contracting, the markets in the region still offer potential for future growth. Combined, the region has an estimated unmet potential of USD24 billion, with China accounting for the lion’s share of this. However, supported by rising incomes, changing lifestyles and product development, markets like India, Vietnam, Thailand and many others continue on a positive trajectory.

The disposable pant format continues to grow

The pant format continues to grow across markets in the region, and much of the industry focus has been on this format, as it offers better opportunities for generating higher unit prices and revenue growth. Convenience of use and touted skin benefits (for example no tape on the sides) are typically featured in pant format promotions and marketing.

E-commerce is strong, although store-based retail still dominates

South Korea and China are the two markets with the largest penetration of e-commerce in nappies/diapers/pants. The channel has seen growth across markets, supported by improving logistics, access to smart technology, retailers’ investments and consumers’ search for competitive prices and a wider product selection. Growth in the channel is moving at different paces across markets, and store-based retailers, including traditional retailers, still have a role to play in many markets in the region.

Demographic shifts are unfavourable, but soft drivers will contribute to growth

Fundamentals like GPD growth remain among the key drivers of future growth across markets. However, soft drivers, like consumer lifestyles, product availability and promotions, will also play a significant role in most markets, affording the industry opportunities to shape consumption and drive growth. 


Key findings

Regional Overview

Region in context: Asia Pacific maintains global dominance
Pace of growth in the region is slowing but will remain healthy
China dominates and still has a room to grow
Southeast Asian countries show the fastest growth
Disposable pants continue to gain recognition across markets
India and South Korea see strong declines in open nappy/diaper format
Disposable pants drive growth across markets
Countries move at different paces in retail development
China and South Korea lead in e-commerce, while others also grow

Leading Companies and Brands

High level of company consolidation but competition heats up
Top 10 companies battle for share of sales
Region’s leaders have wide reach, but still with significant focus on China
Key brands in the region: Huggies drops in the ranks

Forecast Projections

China dominates in value, but pace of growth is levelling off
Market saturation in the region as Japan and South Korea contract
Significant opportunities in the region’s key growth markets
GDP important, while soft drivers help the industry to shape demand
Premiumisation will contribute to value growth
Driving consumption through greater product access and innovation

Country Snapshots

Azerbaijan: market context
Azerbaijan: competitive and retail landscape
China: market context
China: competitive and retail landscape
Hong Kong, China: market context
Hong Kong, China: competitive and retail landscape
India: market context
India: competitive and retail landscape
Indonesia: market context
Indonesia: competitive and retail landscape
Japan: market context
Japan: competitive and retail landscape
Kazakhstan: market context
Kazakhstan: competitive and retail landscape
Malaysia: market context
Malaysia: competitive and retail landscape
Pakistan: market context
Pakistan: competitive and retail landscape
Philippines: market context
Philippines: competitive and retail landscape
Singapore: market context
Singapore: Competitive and retail landscape
South Korea: market context
South Korea: competitive and retail landscape
Taiwan: market context
Taiwan: competitive and retail landscape
Thailand: market context
Thailand: competitive and retail landscape
Uzbekistan: market context
Uzbekistan: competitive and retail landscape
Vietnam: market context
Vietnam: competitive and retail landscape