Nappies/Diapers/Pants in France

PROSPECTS

Volume and value sales continue to fall

Demand for nappies/diapers/pants continues to be negatively impacted by France’s falling birth rate and the shrinking number of fertile women. In addition, the large presence of private label operators and popularity of online retailing is negatively impacting value sales in the area, with consumers looking for more promotions, especially in light of the fact that government aid in this area is set to decline.

Growing demand for safer and more natural products

After the recent discovery of toxic substances in products, parents are increasingly demanding reassurance and greater safety when it comes to purchases for their babies. In response to growing demand for non-harmful products, leading players are launching new innovative natural products and focusing on securing Ecocert certification.

Internet retailing rapidly gaining distribution share

Online retailing sales continue growing due to busy lifestyles and the possibility to buy in bulk at value prices from large platforms like Amazon. The offering of natural ranges by e-retailers is helping to rapidly boost internet retailing sales in this area, with websites dedicated to such products like Bébé au Naturel offering a large range of natural options.

COMPETITIVE LANDSCAPE

Procter & Gamble invests in conveying natural image to retain customers

The image of Procter & Gamble’s leading Pampers brand was badly affected by the results of toxicity tests towards the end of the review period, with the company suffering from its failure to respond to the rise in demand for natural products. However, new tests by online magazine 60 Millions de Consommateurs in August 2018 showed that Pampers has improved its performance in terms of safety, thus proving that it is possible to reduce use of potentially harmful substances in a relatively short period of time.

Essity struggles to gain sales share after initial success

In 2017, Essity successfully launched Lotus Baby to compete directly with Pampers. However, sales have been lower than expected, with the brand facing strong price competition from both leading competitors such as Pampers, which is trying to regain lost customers, and private label ranges, which continue to improve their product ranges and value offering.

Rising demand for ecological brands

Love & Green has benefited from its good image, with consumer tests in 2017 confirming the brand’s more natural credentials in comparison to traditional nappies. However, after an initial burst in popularity, the brand scored badly in new tests published in 2018 due to the subcontracting of its production line.

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