Nappies/diapers/pants posted slight current value growth in 2021, due to the increasing costs of raw materials, and supply chain problems, which led not only to empty shelves in stores, but also to higher average prices. Despite growth in value terms, the category declined in volume terms due to the falling birth rate in Germany.
Procter & Gamble’s Pampers brand led nappies/diapers/pants in 2021, due to its strong brand reputation and presence across all retail channels. The company was able to increase its value sales in 2021, which also translated into an increase in its value share.
New product launches remained limited in nappies/diapers/pants in 2021 due to COVID-19, as resources and potential were low; therefore, the potential for value growth was also fairly limited. The main focus for the few new launches and product enhancements and promotions remained greener solutions, such as Pampers Pure, which is free from bleach and chemicals.
Depending on birth rates and developments within the population, no major changes in terms of volume or value growth are expected for nappies/diapers/pants over the forecast period. A slightly growing birth rate brought about by lockdowns, home seclusion and reduced working hours should contribute positively to future sales; however, only negligible retail volume growth and moderate current value growth are expected over the period to 2026.
Disposable pants will remain the category with the greatest potential in the forecast period, as parents are increasingly switching from nappies/diapers to disposable pants, especially during the day, as they are more convenient, as well as more comfortable for their young children. Meanwhile, brands are likely to continue to develop their ranges in terms of sizes and specific purposes, such as disposable swimming pants.
E-commerce sales of nappies/diapers/pants grew once again in Germany in 2021, after the outbreak of COVID-19 led consumers to use the channel more in 2020 in order to avoid social contact and for convenience during lockdown and home seclusion. E-commerce purchases of nappies/diapers/pants are expected to continue growing in the forecast period, thanks to the fact that this channel ensures home delivery of such bulky products, and often offers cost savings to parents.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
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