Nappies/Diapers/Pants in Australia

2020 IMPACT

Home seclusion trend and initial stockpiling boosts demand for category in early 2020

Marginal stockpiling activity in terms of purchasing nappies/diapers/pants was noted during the initial lockdown in response to the pandemic in March in Australia as parents wanted to ensure adequate home supplies due to their essential nature, particularly as many schools, nurseries and day care centres were closed and parents worked from home wherever possible, therefore spending greater amounts of time with their younger children, and resulting in more frequent nappy changes. However, this did not have any significant impact on overall volume sales for 2020 as a whole, with nappies/diapers in particular only experiencing a marginal upturn in demand as sales returned to greater levels of normalisation towards Q4.

Greater convenience and time spent at home toilet training supports dynamic growth of disposable pants in 2020

Disposable pants continued to record the most impressive growth rates in 2020 in both volume and current value terms, a trend already evident towards the end of the review period, and easily outperforming nappies/diapers which only saw a marginal upturn in demand. Consumers are increasingly trading up to disposable pants due to their convenience in terms of application and innovation within the category, which have been steadily cannibalising sales from nappies/diapers, particularly as children move towards the toddler group and they become more active and require greater freedom of movement.

Kimberly-Clark retains dominance but comes under increasing pressure from competitors including private label

Kimberly-Clark retained its dominance of nappies/diapers/pants in 2020, benefiting from its reputation for offering high quality products, and thus aligning itself to consumer demands. However, the company’s value share continued to be impacted by the rise of private label and the fact that it no longer manufactures its nappies/diapers/pants in Australia.

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