The country reported its lowest birth rate of the last 20 years in 2020, with a further drop recorded in 2021. The health and economic effects of the Coronavirus (COVID-19) pandemic played a role in this development.
As many households had to tighten their budgets, they looked for more cost-efficient options in 2020, but also into 2021. This often saw a move out of the category entirely to washable cloth nappies, especially as many parents had more time to wash these products due to government restrictions on their movements.
Kimberly-Clark Costa Rica’s Huggies continued to dominate retail value sales in 2021, followed by Procter & Gamble Interamericas de Costa Rica’s Pampers. Both brands benefited from high consumer recognition and a wide range of products.
The category is expected to see healthy retail volume and current value (constant 2021 prices) growth. Offsetting projected steady decreases in the birth rate and a declining 0-3-year-old population, more consumers are set to shift to disposable nappies/diapers/pants as consumer confidence is restored in line with an improving economic situation, including higher disposable incomes levels.
Emerging brands are expected to continue to be supported more actively in the forecast period. This includes private label options, as manufacturers and retailers try to widen pack sizes and price ranges to provide consumers with more options and help them to adjust their spending in line with family budgets.
Meanwhile, small premium brands are set to gain sales via selected retailers, as players bid to add value and differentiate their lines and products from the competition. For example, the Mexico-based BioBaby brand, available from Automercado supermarkets, offers eco-friendly nappies/diapers and training pants, made with biodegradable materials.
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Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See All of Our DefinitionsThis report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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