Nappies/Diapers/Pants in Denmark

PRE-COVID-19 PERFORMANCE

Parents seek added-value products offering good fit, comfort and sustainability attributes

Prior to COVID-19 a distinct premiumisation trend was evident in nappies/diapers/pants. Parents increasingly sought the best-fitting, most comfortable and most caring and protective products for babies’ delicate skin.

Essity leads with Libero range, benefitting from innovation, strong grocery outlet presence, and loyalty schemes

Essity A/S remained the category’s clear leader in 2019, thanks to the popularity of its Libero Touch and Libero Comfort offerings. The strength of these brands is underpinned by their widespread availability and distribution across grocery retailing sales channels, offering convenience to parents.

Private label holds notable share thanks to strength of grocery retailing, value-oriented consumers, and innovative offerings

The category also has a sizeable private label value share. This reflects the grocery retailing landscape, with discounters holding a strong value share in grocery retailing.

2020 AND BEYOND

COVID-19 impact

Sales of retail nappies/diapers/pants are expected to see an increase of 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged on the performance forecast in our 2020 edition of tissue and hygiene, published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

The nappies/diapers category saw some panic-buying in the early development of the COVID-19 crisis, as many were concerned about stocks running out. However, this was proved to be relatively short-lived, and is set to be followed by a rapid return to normal patterns of demand.

Recovery and opportunities

As the economy recovers post-COVID-19, parents in Denmark are expected to demonstrate increasing interest in added-value and convenience products such as disposable pants. This will be underpinned by the easing of lockdown restriction and parents returning to work.

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