Nappies/Diapers/Pants in Colombia

PRE-COVID-19 PERFORMANCE

Quality and safety are prioritised by parents

In 2019, although competitive prices continued to be a strong influencing factor for parents purchasing nappies/diapers, quality and safety remained key factors. Parents continued to look for products with good levels of absorption, which prevent leaks overnight, as well as material that limits the likelihood of allergic or skin-irritating reactions.

Winny proves a good fit for Colombia

Winny is a well-known brand in both nappies/diapers and baby wipes, and it led nappies/diapers/pants in value sales terms in 2019. Supported by Tecnoquímicas, the most important local pharmaceutical and consumer health company, the brand was not only well positioned in modern grocery retailers, but also in chemists/pharmacies and drugstores/parapharmacies, channels that are well served by Tecnoquímicas.

Brand values and innovation are increasingly key

In line with other economies in the region, in Colombia more couples are having fewer or no children. When they do have children it is tending to be at an older age in comparison with previous generations, and this change in lifestyle is leading a decline in the Colombian birth rate.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of nappies/diapers/pants are now poised to grow by just 2% in 2019 constant value terms, in light of the impact of COVID-19. This is a slight fall on the 3% rise forecast in Euromonitor International’s 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

As the largest category, junior nappies/diapers has the biggest influence on overall sales performance, and the consumer response to COVID-19’s effect on retail has seen this format more subjected to trading down than others, especially as it is the most expensive in nappies/diapers. However, it is also likely to be experiencing the most panic-buying and stockpiling, alleviating the trading-down effect.

Recovery and opportunities

Recovery in sales levels of nappies/diapers/pants is projected to continue in line with the present reopening of the local economy in Colombia. Although the predicted fall in the country’s real GDP for 2020 is mild, the impact of COVID-19 may be felt in terms of job losses.

Files are delivered directly into your account within a few minutes of purchase.