Nappies/Diapers/Pants in Brazil

PRE-COVID-19 PERFORMANCE

Per capita consumption should rise as the economy recovers

Despite having a declining birth rate, this could be offset by increasing per capita consumption, with this currently being lower in Brazil than in other countries. The widening gap between the socioeconomic classes, triggered by high unemployment, has limited volume and value sales per household.

Convenience and price the key drivers of sales

Convenience stores, warehouse clubs and internet retailing continued to be the fastest-growing distribution channels for nappies/diapers/pants in 2019 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.

Procter & Gamble and Kimberly-Clark remain the leading players, private label has a minor share

Procter & Gamble and Kimberly-Clark remained the leading players in nappies/diapers/pants in 2019 thanks to the strength of their respective Pampers and Huggies brands, which are very well known among consumers. In addition, they are widely available through different distribution channels.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to an 8% rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Disposable pants will continue to record strong growth in 2020, in spite of the impact of COVID-19, but all types of nappies/diapers – junior, newborn, standard – will see declining sales at constant 2019 prices in 2020.

Recovery and opportunities

Annual growth rates in sales of nappies/diapers/pants are expected to increase over the course of the forecast period, although they will still be lower than the rates predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

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