Nappies/diapers/pants recorded a retail volume decline in Belgium in 2018, with demographic changes the main factor as the population under three years old declined. With fewer babies in the country, demand for nappies and diapers declined.
As demand for nappies and diapers is declining, manufacturers are increasing the price of these products and are promoting the more expensive and convenient disposable pants. Indeed, disposable pants remains quite small in Belgium compared to regular nappies/diapers.
As in other tissue and hygiene categories, green products in nappies/diapers/pants are not yet a priority for Belgian consumers. Indeed, comfort for babies seems to be the first priority.
Pampers implemented aggressive price promotions in 2018. Indeed, the price gap between Pampers nappies on promotion and private label was so narrow in 2018 that consumers often turned to the leading manufacturer.
The main branded challenger to Pampers, Huggies by Kimberly-Clark Belgium, did not benefit from the growth in disposable pants. Indeed, while the brand had previously benefited from its early investment in disposable pants, the strong promotion and media campaigns for Pampers disposable pants in 2018 had a negative impact on Kimberly-Clark’s brands.
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This industry report originates from Passport, our Tissue and Hygiene market research database.