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Nappies/diapers/pants continued to be viewed as an essential product in 2019, with parents needing to use these products for their babies on a daily basis. Purchasing behaviour is shaped by two main factors: quality and value.
The strongest current value growth in 2019 was seen for disposable pants, with these products increasingly viewed as more convenient and thus appealing to busy working parents. Disposable pants also facilitate toilet training, making the process easier for parents and children.
Kimberly-Clark remained the dominant player in nappies/diapers/pants in 2019 with its Huggies brand, despite losing share over the previous year. The company continued to benefit from its reputation for offering high quality products, thus aligning itself to consumer demands.
Sales of nappies/diapers/pants are now expected to grow by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is the same as the 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).
While COVID-19 offered a short-term boost to sales for products across nappies/diapers/pants in the first half of 2020, the pandemic did not have a significant impact on consumers’ purchasing decisions within this area. Convenient disposable pants will continue to gain share from nappies/diapers, while junior, new born and standard nappies/diapers will see fairly similar retail volume growth rates in the year.
The impact of COVID-19 will be short-term and demand is expected to normalise by the end of 2020, with the pandemic having little impact on overall growth rates or trends in the forecast period. Disposable pants will continue to gain share from nappies/diapers due to offering greater convenience.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Australia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Nappies/Diapers/Pants industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Tissue and Hygiene market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.