Nappies/Diapers/Pants in Colombia

PROSPECTS

Sales of disposable pants are rising within nappies/diapers/pants

Disposable training pants have not seen a good performance in Colombia, as parents tend to accelerate the potty-training stage to avoid buying a product that is still considered burdensome financially, despite Colombian families seeing growth in their disposable income over the review period. According to trade sources, the fault is not with the pants format itself, which is seen as convenient and appreciated by parents, but with how pants were promoted as being just for older children in the potty-training stage.

Softness and comfort are key properties

In addition to the basic functional properties of nappies/diapers/pants (adequate fit, good absorption), which are taken for granted by consumers and mastered by low- to high-tier brands, consumers are now demanding a softer touch, which depends on the material used for the external layer in nappies/diapers. Offering the softest touch possible has been a priority for most of the brands in the market; something that is also achieved by taking away and encapsulating the urine as far as possible from the skin.

Gender segmentation is still underdeveloped in the category

Major brands still do not consider gender segmentation as a key priority in nappies/diaper/pants. External decoration, which could be gender-driven, simply avoids using gender-oriented elements or characters, making the nappies/diapers gender neutral.

COMPETITIVE LANDSCAPE

Tecnoquímicas continues to lead

Winny is a well-known brand in both nappies/diapers and baby wipes and led nappies/diapers/pants in value terms in 2018. Supported by Tecnoquímicas, the most important local pharmaceutical and consumer health company, the brand is not only well-positioned in modern grocery retailers, but also in chemists/pharmacies and drugstores/parapharmacies, channels that are well-served by Tecnoquímicas.

Relatively small brands see higher growth

Drypers Andina with BabySec and Pampers from Procter & Gamble de Colombia continued to see the strongest value growth in 2018, for two different reasons. BabySec has become a key alternative for consumers wanting a value for money product with a good performance and an affordable price.

The category continues to show strong concentration

There are not many brands in nappies/diapers/pants in Colombia. The share gained by BabySec and Pampers was taken from the three major players (Tecnoquímicas, Productos Familia Sancela and Colombiana Kimberly-Colpapel), which account for most value sales.

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