Nappies/Diapers/Pants in Canada

PRE-COVID-19 PERFORMANCE

Falling birth rate and the use of cloth products hamper growth

Nappies/diapers/pants continued to see retail current value growth in Canada in 2019, although this was slower than seen for several years, along with slightly slower volume growth, indicating price rises. The fertility rate in Canada has been falling for several years, declining from 1.

Rising immigration and natural alternatives ensure a reasonable performance

Although the eco-friendly trend has led to the rising use of cloth nappies/diapers, it has also led to the emergence of more natural disposable nappies/diapers in the market. Apart from absorption, no leakage and proper fit, consumers are now also concerned about their babies’ skin health and biodegradability.

Despite the strong value lead of two multinationals, combined private label maintains the highest volume share

Kimberly-Clark continued to lead nappies/diapers/pants in value terms in 2019, and also saw an increase in its value sales and share. The company’s heavy promotions, presence at Costco and competitive pricing make its Huggies brand a value product without compromising on quality.

2020 AND BEYOND

COVID-19 impact

Nappies/diapers/pants is expected to grow by 2% in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. In fact, this is the same as the 2% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

All categories within nappies/diapers/pants are expected to see current value growth both in 2020 and throughout the forecast period, seeing little impact from the pandemic. Category performances can therefore be attributed to other factors.

Recovery and opportunities

COVID-19 is unlikely to have a strong impact on the performance of nappies/diapers/pants over the forecast period as a whole, as babies tend to use a similar number of products daily, with overall consumption therefore not expected to see any major movements. Despite the threat from reusable nappies/diapers/pants, this is not expected to have a major impact on sales of disposable products moving forward, as parents value the convenience of such products.

Files are delivered directly into your account within a few minutes of purchase.