Nappies/Diapers/Pants in Belgium

2020 IMPACT

Disposable pants is only positive performer as home seclusion trend enables parents to toilet train younger children

Stagnant demand witnessed towards the end of the review period due to a declining birth rate in Belgium turned to notable declines in 2020 as a result of the pandemic and subsequent lockdown. With parents working from home, there was a greater willingness to try alternative options to disposable products in the form of reusable/washable nappies/diapers.

Increasing interest in environmentally-friendly options but smaller brands struggle to gain mainstream distribution

Manufacturers have been trying to make diapers/nappies last longer which is leading to many parents using fewer units for their babies, partly due to cost considerations but also due to a growing focus on environmental issues. While environmentally-friendly products have gained share, they remained a niche, with a baby’s comfort remaining a priority for many parents.

Procter & Gamble and private label dominate but lose share to eco brands in 2020

Nappies/diapers/pants continued to be led by Procter & Gamble with its Pampers brand, and private label represented by the likes of Etn Franz Colruyt NV (Happy Baby), Delhaize 'Le Lion' SA (Delhaize Care Junior), Carrefour Baby, and discounters Aldi (Bebino) and Lidl, with discounters benefiting from increasing demand for more affordable options due to decreasing disposable incomes. While Pampers has been forced to respond to increasing pressure from private label towards the end of the review period with aggressive price promotions, enabling it to reduce its price gap, the brand has also been introducing larger pack sizes, appealing to cost-conscious consumers who appreciate the lower longer-term cost savings of buying in bulk.

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