Nappies/Diapers/Pants in France

PRE-COVID-19 PERFORMANCE

Fewer children mean less demand in 2019

A declining birth rate and lower fecundity rates continued to negatively impact sales of nappies/diapers in 2019. The average age of women at first childbirth continued to rise during the review period with couples delaying starting a family due to various reasons, such as an increased focus on careers and the search for financial stability.

Report raises concern over the safety of some products

A survey published in January 2017 by 60 Millions de Consommateurs revealed that a large majority of nappies/diapers/pants contain undesirable and potentially harmful substances, such as glyphosate, dioxins and polycyclic aromatic hydrocarbons. Only 2-out-of-10 brands tested did not contain any toxic substances: Ecological brand Love & Green and Leclerc’s private label line, Mots d’Enfants.

Product safety concerns influence the competitive landscape in 2019

After seeing its sales drop due to concerns over the safety of its nappies/diapers/pants, Procter & Gamble looked to bounce back at the end of the review period with its focus on improving the image of its Pampers brand. For example, in 2019 the company launched its new Pampers Harmonie line of nappies/diapers in France which are made from high quality cotton but without fragrances, lotion or chlorine bleaching.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 4% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 2% decline 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

COVID-19 has had a significant impact on sales in 2020, particularly within nappies/diapers. Forced to stay at home, families have had to purchase additional supplies with children being kept out of nurseries during France’s full lockdown.

Recovery and opportunities

Once restrictions are lifted and nurseries reopen it is likely that the positive impact of COVID-19 on sales of nappies/diapers/pants will subside with only disposable pants set to see any significant growth. With the birth rate set to continue falling demand for nappies/diapers will likely also continue to decline, although manufacturers could protect their profits by focusing on launching products with claims around safety, sustainability and increased comfort and protection.

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