Nappies/Diapers/Pants in Costa Rica

PRE-COVID-19 PERFORMANCE

Despite slowing birth rate, category continues to grow as proper care and hygiene remains a priority and players work to develop value-added products in 2019

Nappies/diapers/pants continued to see growth in 2019 thanks to steady demand. Although the country´s birth rate continues to slow, families prioritise proper care and hygiene for their little ones, with frequent changings to avoid skin irritation and discomfort.

Category leader Kimberly-Clark expands its Huggies portfolio of Natural Care products targeting more informed, economically advantaged consumers in 2019

In 2019, category leader Kimberly-Clark introduced the newest addition to its Huggies portfolio, Huggies Natural Care Cuidado Puro y Natural. Huggies remains the undisputed market leader in the category thanks to an extensive distribution network throughout the country, reaching consumers through both the modern and traditional channels.

Emerging brands, including small premium brands, and expanding private label offers such as Walmart’s Parent’s Choice gain visibility and traction in 2019

Emerging brands are gaining more visibility in the market as distribution networks improve, along with better POS engagement with consumers. Over the review period, options such as Walmart’s Parent’s Choice have been expanding in the market as consumers are eager to purchase more affordable nappies for their babies.

2020 AND BEYOND

COVID-19 impact

Nappies/diapers/pants is expected to grow by just 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19, which is similar to the 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

All categories of nappies/diapers/pants have benefitted from price freezes in the discounter channel and increased, convenient access to products promoted and sold online during COVID-19. No category has directly benefitted more than another from changing conditions during the pandemic.

Recovery and opportunities

Over the forecast period, all categories of nappies/diapers/pants are expected to post to post higher value CAGRs than did over the review period. They will benefit from similar trends to those seen over the review period, not the least of which will be millennial consumers’ growing use of online shopping sites and social media platforms to gain information and expertise as well as to make more convenient purchases.

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