Demographic trends continued to impact nappies/diapers/pants, with volume sales continuing to decline, due to population decline. All the same, there was an increase in value sales, as price rises and a degree of premiumisation increased value sales.
Kimberly-Clark with its Huggies brand passed out Procter & Gamble’s Pampers in 2019 and continued to hold onto the number one spot in 2021 and widened the gap slightly. Huggies has been focusing on pack size optimisation, aggressively leveraging larger packs and executing a forceful pricing strategy to undercut Pampers and it has succeeded.
Disposable pants registered the highest current value growth in 2021. Disposable pants are gaining value share at the expense of standard and junior nappies and with society opening up again in 2021, disposable pants are in high demand as they are much more convenient when children are in creches etc.
Nappies/diapers/pants faces a difficult future with there being no signs that there will be a reversal in the declining birth rate. It is expected that more young people will pursue career opportunities abroad.
Consumers will increasingly demand more sustainable options such as cloth nappies over the forecast period. Cloth nappies are also seen as kinder to skin and this will be another added push factor for cloth nappies.
Given the current crisis and potentially higher inflation over the forecast period, there is scope for private label ranges to gain sales share over the coming years. Such ranges are increasing their emphasis on quality and consequently moving up to the mid-price segment.
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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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