Nappies/Diapers/Pants in Canada

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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