Nappies/Diapers/Pants in Chile

PRE-COVID-19 PERFORMANCE

Players explore other opportunities with the birth rate falling

The downward trend in the birth rate is limiting the potential for nappies/diapers/pants in volume terms. The results from Census 2017 showed that each Chilean female was having 1.

E-commerce – going the last mile

In e-commerce, differentiation can be made between modern retail channels’ websites and last-miles apps such as Rappi and Cornershop. This difference is primary due to the promotional strategies, with modern retail channels’ websites as Jumbo.

Increasing private label presence sees leading brands looking to premiumise

There is a trend towards premium formats. Absorption, comfort and softness are the principal features that consumers prioritise, and premium products are trying to establish differentiation in terms of these features.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are expected to decline by almost 1% in 2020 at constant 2019 prices. This is in line with the figure forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Most products in nappies/diapers/pants will record better value performances in 2020 than they did a year earlier, with newborn nappies/diapers and disposable pants showing the most dynamic performances. However, the stronger growth of newborn nappies/diapers and disposable pants will not be COVID-19-related, as they were also the strongest performers a year earlier.

Recovery and opportunities

As in 2020, annual growth rates for sales of nappies/diapers/pants over the rest of the forecast period are expected to be in line with the rates predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19), resulting in an identical overall 2019-2024 CAGR. If the economic impact significantly worsens, this could see more consumers shifting to lower-cost products, including private label.

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