In the immediate future, inflation, coupled with sluggish immigration inflow and low childbearing sentiment, will dampen the growth in live births and per capita consumption of open nappies/diapers. The improved quality of nappies/diapers will allow for fewer changes, while the growing popularity of cloth nappies/diapers will also weigh on the consumption of disposable nappies/diapers.
Against the backdrop of broader inflation on top of long-standing nappy/diaper poverty since pre-pandemic times, affordability is a key criterion for shoppers when it comes to nappies/diapers/pants. Hence, brands hoping to appeal to the broader middle- to low-income consumer group, the parents hardest-hit by the price increases, should first and foremost take value into account.
For many Canadians, the shift to e-commerce during COVID-19 has become entrenched, especially when it comes to shopping for bulky nappies/diapers and disposable pants. Easy site navigation, low-cost and fast delivery, promotions, customisable bundles and flexible subscription plans will remain key motivators for the digital shift.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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