Nappies/Diapers/Pants in Finland

PRE-COVID-19 PERFORMANCE

Negative birth rate hits demand for mature nappies/diapers in 2019

The performance of nappies/diapers/pants continued to be weakened by the declining birth rate in Finland in 2019. To compensate for a declining user base and falling sales, innovation and more premium selections were seen as ways to enhance value in the category.

Demand for convenience and added value prop up sales of disposable pants

While nappies/diapers saw further strong decreases in retail volume and current value sales in 2019, disposable pants registered a stable performance. Parents increasingly preferred disposable pants to tape versions for their convenience, especially during the potty training phase.

Marketing and innovation underpin ascendancy of local Muumi Baby brand in 2019

In a highly competitive field led by strong international brands Libero (Essity) and Pampers (Procter & Gamble), the domestic Muumi Baby brand, which saw increased support in the shape of marketing and innovation in the review period, continued to gain value share in 2019. Delipap emphasised Muumi Baby’s domestic origin with the Key Flag symbol on its packaging, which also featured the Nordic Ecolabel and FSC logo, as well as certification for sensitive skin.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of nappies/diapers/pants are expected to decline by 3% in constant value 2019 terms in light of the impact of COVID-19, which is the same as the 3% constant value 2019 fall forecast in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

COVID-19 is not expected to have a significant impact on the growth rates of nappies/diapers/pants in 2020. Instead, the falling birth rate and shrinking user base are predicted to shape the category performance, with all types of nappies/diapers and disposable pants set to record sales decreases in retail volume and 2019 constant value terms.

Recovery and opportunities

While COVID-19 is not expected to have a significant long-term impact on sales, the leading manufacturers are likely to continue look to new product development, innovation and marketing to drive value in a shrinking category. However, a slow economic recovery may curtail such activity.

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