Nappies/Diapers/Pants in Egypt

PRE-COVID-19 PERFORMANCE

Strong price rises contribute to value sales, although illegal production hampers growth

Increasing volume demand in 2019 was fuelled by the rising population. With the population segment aged less than 10 years amounting to over 20% of the overall population, according to CAPMAS (Central Agency for Public Mobilisation and Statistics), this drove growth in nappies/diapers/pants.

Disposable pants performs well, although increases from a low base

The category that saw the highest growth rates in both current value and volume terms in nappies/diapers/pants in 2019 was disposable pants. This was due to both higher price rises and strong volume growth.

Procter & Gamble dominates, but other players launch new products

Procter & Gamble Egypt maintained its dominance in nappies/diapers/pants in value terms in 2019, due to the strength of its Pampers brand across all categories. Pampers is a household name for families with babies, and the brand is synonymous with nappies/diapers in many homes.

2020 AND BEYOND

COVID-19 impact

Nappies/diapers/pants is expected to grow by 7% in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is slightly higher than the 6% 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

Although COVID-19 is expected to boost the growth rate of nappies/diapers/pants to some extent, it is not expected to lead to a significant change in the category splits, with trends continuing from 2019. For instance, disposable pants is expected to continue to see the best performance, although from a low base, which will hamper growth in the largest category, junior nappies/diapers.

Recovery and opportunities

COVID-19 is not expected to have an impact on sales of nappies/diapers/pants beyond 2020. As the lockdown is eased, consumers are expected to return to their normal purchasing patterns.

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