Nappies/Diapers/Pants in Denmark

PROSPECTS

Increasing number of babies supporting category growth

After reaching a low in 2017, the population of 0-5-year-olds recovered strongly in 2018, with newspapers talking about a Danish baby boom based on a socioeconomic forecast from Statistics Denmark. According to senior researcher Mogens Nygaard Christoffersen, the main reason behind the rise in number has been the solid economy, with a large number of young Danish parents now feeling more financially stable and thus willing to start a family.

Internet retailing continues to gain ground

Although internet retailing remained one of the category’s less significant distribution channels in 2018, it continued to gain share. There are a large number of online platforms in Denmark which offer several advantages over physical shops.

Natural lifestyle and convenience trends shape consumption patterns

With the increasingly hectic lifestyles of many Danes, demand for convenience is having a strong impact on consumption patterns in many industries and categories, including nappies/diapers/pants. This is being reflected in the increasing popularity of pants, with these products also benefiting from rising consumer awareness as they are being heavily promoted in a number of hypermarkets and supermarkets.

COMPETITIVE LANDSCAPE

Essity remains the leading brand manufacturer

Essity remained the leading brand manufacturer in nappies/diapers/pants in 2018, further growing its value share. The number of parents who want only the best for their babies is increasing and therefore the high unit price of the company’s Libero brand is not an issue.

Private label trusted by consumers

In recent years, the quality of private label nappies/diapers/pants has improved significantly. Private label products in this category are now seen as good quality, albeit not to the same extent as Libero.

Booming natural lifestyle trend provides opportunities for green brands

The natural lifestyle trend is having a strong impact on many industries, with nappies/diapers/pants a little bit behind in terms of how niche players are trying to build on this. One example is the Swedish company Naty with its Eco brand, which sells primarily through online platforms in Denmark.

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