Nappies/diapers/pants was one of the categories most affected by lockdowns in 2020, as parental behaviours changed with more time spent at home, including using such products for a longer period of time, and starting potty training earlier. In 2021, the category saw strong signs of recovery, approaching pre-pandemic levels of volume sales.
Private label products are expanding their presence in nappies/diapers/pants, supported by the availability of imported products that are seen as offering a good cost/benefit ratio. Brand manufacturers are concerned about this shift in consumer preference, as the technology improvements they have introduced in fit and absorption are only being received positively in the premium segment, which is the smallest in the category.
Private labels were responsible for standard diapers’ strongest growth in 2021, as retailers offered a basic portfolio in sizes from small to XXL, and traditional fitting. On the other hand, the premium price segment, with a more robust product offer, is growing as well, but at a slower pace.
Pricing is the major challenge facing nappies/diapers/pants entering the forecast period, as consumers’ confidence and purchasing power have been hit hard by the COVID-19 crisis, while manufacturers are having to deal with significant inflationary pressures due to the rising costs of raw materials, energy and transportation. Almost all raw materials for nappies/diapers/pants in the Colombian market are imported, and this puts even greater pressure on manufacturers in an already inflationary environment.
With the birth rate continuing to decline in Colombia, a situation only likely to be reinforced by the difficult economic conditions prevailing in the country, growth in nappies/diapers/pants is increasingly reliant in value-adding innovation and pricing. However, urban centres with higher incomes are the ones that are showing the greatest fall in birth rates, which poses a considerable challenge for manufacturers looking to compensate for lost volumes with value-added new product developments.
The eco-friendly product trend is still a minor influence on consumer purchasing habits in the Colombian market. Eco-friendly products remain a niche segment in the market, as the convenience and performance of disposable nappies/diapers are still the key factors in purchasing decisions.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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