Nappies/Diapers/Pants in Belgium

PRE-COVID-19 PERFORMANCE

Low birth rate and longer absorption times hinder 2019 volume sales

Nappies/diapers/pants recorded a marginal retail volume decline in Belgium in 2019, with demographic changes the main factor as the population under one years old declined. With fewer babies in the country, demand for nappies and diapers declined.

In 2019, disposable pants appeal to consumers and players alike, offering convenience and higher profits

As demand for nappies/diapers declined, in 2019, manufacturers continued to promote disposable pants, which offer players higher margins. Advertised as more convenient for both babies and parents, disposable pants allowed manufacturers to create value.

Growth for e-commerce and discounters creates pressure on prices in 2019

The way that many consumers shopped for nappies/diapers/pants changed during the review period, and e-commerce continued to see its share soar at the end of the review period, due to offering the convenience of home delivery and often attractive prices. This trend benefited grocery retailers’ e-commerce platforms to an extent but the strongest growth in 2019 was seen for online marketplaces such as bol.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to see a 1% rise in 2020 in constant 2019 value terms in light of the impact of COVID-19. This forecast compares to a marginal fall predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

With COVID-19 having little impact on nappies/diapers/pants, growth rates across product categories are being shaped by other factors. Disposable pants is still the sole growth area in retail volume terms in 2020, benefiting from its convenient image and promotion by manufacturers.

Recovery and opportunities

Nappies/diapers/pants is a largely mature area, with retail volume sales set to stagnate in the forecast period. Price competition, meanwhile, is expected to hinder current value sales growth, with leading brand Pampers using aggressive price promotions in order to compete with private label.

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