Online content is consistently part of marketing strategies for major brands Pampers and Huggies in Brazil, focusing on forging a closer relationship with the main target audience – parents and carers. Utilising the internet for this has been crucial, where consumers can find videos on YouTube, interesting content on Instagram and podcasts on Spotify.
Albeit growing from a lower sales base, disposable pants consistently outperformed nappies/diapers over the review period in retail value and volume growth terms, a trend that was not specific to Brazil but also observed in other markets. In 2022, players continued to invest in new products to expand their offer and increase their competitive position.
In Brazil, sales of nappies/diapers/pants continued to grow via retail e-commerce at the end of the review period, although the channel held low share overall. The pandemic has played an important role in encouraging consumers to shop for nappies/diapers/pants online, where they can easily find a wide variety of products and compare prices from the comfort of their homes.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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