Executive Summary

Apr 2019
PROSPECTS
Falling fertility rate triggers concern

The fertility rate in Canada has been falling since 2009, from 1.68 children per woman to 1.

Pressure on immigration to drive sales

In July 2018, Canada’s population surpassed 37 million. According to Statistics Canada, international migration was the primary reason followed by a natural increase.

Endless innovation to influence demand

Apart from absorption, no leakage, and proper fitting, consumers are also concerned about their baby’s skin health and biodegradability. According to experts, the innovation is endless in nappies/diapers, and that companies are investing in research and developments to enhance biodegradability and usage safety.

COMPETITIVE LANDSCAPE
Promotions support Kimberly-Clark’s leadership

Although Kimberly-Clark and Procter & Gamble compete strongly for value share in nappies/diapers/pants, the leader’s Huggies brand helped the player to strengthen its leadership in 2018, gaining further ground. In 2017, the brand witnessed weak value sales due to changing consumer preferences, leading the company to turn to various promotional events.

Procter & Gamble to expand into natural products

At the end of 2016, Pampers launched its premature babies’ nappies/diapers by partnering with Neonatal Intensive Care Unit nurses to introduce Pampers Preemie Swaddlers Size P-3 diapers and donating nearly USD300,000 to the Prematurity Awareness Campaign. After understanding that nearly half of all parents want to use natural products for their babies, the company launched its Pampers Pure Protection nappies/diapers.

Private label to pose tough competition to leading players

Canadian private label products in nappies/diapers/pants are no longer perceived to offer basic quality at a lower price; they have improved their offerings with quality and sophistication, equal to established players. Canadian companies such as Irving and Loblaw Cos and international players such as Wal-Mart and Costco can match the fit and performance of leading brands.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Canada with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Canada, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Canada market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Canada?
  • What are the major brands in Canada?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Canada - Category analysis

HEADLINES

PROSPECTS

Falling fertility rate triggers concern
Pressure on immigration to drive sales
Endless innovation to influence demand

COMPETITIVE LANDSCAPE

Promotions support Kimberly-Clark’s leadership
Procter & Gamble to expand into natural products
Private label to pose tough competition to leading players

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Canada - Industry Overview

EXECUTIVE SUMMARY

Well-established market helps tissue and hygiene to register growth
Rising costs of raw materials to impact product pricing
Stronger prospects for private label pressure leaders
E-commerce is growing in Canada
Immigrant population to boost sales

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources