The rate of growth in retail current value sales of nappies/diapers/pants accelerated to its fastest rate in a decade during 2020. Continued strong growth in the population aged 0-3 was a significant driver of this.
New born nappies/diapers continued to account for the largest share of retail current value sales of nappies/diapers/pants in 2021. New born nappies/diapers remain an essential purchase for new mothers due to their convenience.
With quality a major concern for many consumers when it comes to nappies/diapers/pants, retail current value sales continue to be dominated by international brands. Between them, Kimberly-Clark’s Huggies and Procter & Gamble’s Pampers accounted for close to one-third of retail current value sales of nappies/diapers/pants in 2021.
The rate of growth in retail current value sales of nappies/diapers/pants will remain robust during the forecast period, with junior nappies/diapers continuing to outperform new born nappies/diapers. This will mainly stem from accelerating population growth.
Product safety and quality will remain important considerations for consumers purchasing nappies/diapers/pants during the forecast period. This issue came to the fore in 2019, when the government banned the sale of all but 11 brands due to concerns that many disposable nappies/top/pants that were being imported into the country contained harmful chemicals.
The renewed emphasis on quality will help to support the retail value shares of international brands, particularly leaders Huggies and Pampers. Moreover, both of these brands enjoy economies of scale in marketing that their rivals cannot hope to match.
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