Nappies/Diapers/Pants in Brazil

PROSPECTS

Category recovers from a volume decline in 2017

In 2018, nappies/diapers/pants recovered from a decline in volume sales in 2017. However, the category recorded only modest growth due to challenging conditions.

Per capita consumption should rise as the economy recovers

Despite the birth rate having fallen consistently over the last decade, from 16.1 per 1,000 in 2008 to 13.

Convenience and price the key drivers of sales

Convenience stores, warehouse clubs and internet retailing were the three fastest growing channels for nappies/diapers/pants in 2018 as a result of various factors. Chained warehouse clubs such as Atacadão and Assaí continued to benefit from their low prices and geographical expansion, with price-sensitive consumers attracted to their bulk pack sizes of brands such as Pampers and Huggies due to their lower cost per unit.

COMPETITIVE LANDSCAPE

Procter & Gamble and Kimberly-Clark remain the leading players

Procter & Gamble and Kimberly-Clark remained the leading players in nappies/diapers/pants in 2018 thanks to the strength of their respective Pampers and Huggies brands, which are well-known to consumers. In addition, they are widely available in different channels.

Category becoming more concentrated

As nappies/diapers becomes a more mature category, it is witnessing increasing concentration. Indeed, this trend is expected to further strengthen with the arrival of Drylock Technologies following its acquisition of Fraldas Capricho and Mardam.

Private label faces further obstacles

When compared to other hygiene categories such as sanitary protection and adult incontinence, the potential for private label is much less promising in nappies/diapers/pants. Firstly, this is down to already strong brands which are well-known to consumers.

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