Nappies/Diapers/Pants in Australia

PRE-COVID-19 PERFORMANCE

Consumers seek premium comfort but price remains important in 2019

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.

Disposable pants benefit from convenient and high quality appeal in 2019

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 suffers public disapproval in 2019 after moving production overseas

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.

2020 AND BEYOND

COVID-19 impact

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).

Affected products within nappies/diapers/pants

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.

Recovery and opportunities

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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