Nappies/Diapers/Pants in Germany

PROSPECTS

Rise in child population supports category growth

Driven by an influx of immigrants and a favourable economic environment, the birth rate and child population (aged 0-3) in Germany rose significantly over 2017/2018, thus benefiting nappies/diapers/pants in both value and volume terms.

Disposable pants the best performing category

Disposable pants posted the strongest current value growth in 2018 as busy working parents tended to use these products more while on the go due to them being easier to put on, while also using them instead of junior nappies/diapers when starting to potty train their infants. Moreover, increased demand for disposable pants for bedwetting and swimming also helped to drive value sales, taking into account their relatively high unit prices.

Environmental consciousness poses a challenge but creates new demand

German parents are becoming increasingly aware of environmental issues and the amount of waste created by disposable nappies/diapers/pants, while also having concerns that using disposable nappies/diapers may harm their children’s skin/health. Although these issues may undermine consumption in general, they have also served to create demand for niche products.

COMPETITIVE LANDSCAPE

Procter & Gamble remains the clear category leader

Procter & Gamble remained the clear leader in nappies/diapers/pants in value terms in 2018. This position can be attributed to the popularity of its Pampers brand, which benefits from being seen as offering high quality products as well as an extensive and continuously expanding portfolio, while also profiting from a strong presence in all distribution channels.

Private label continues to gain both volume and value share

Private label products, including dm’s babylove and Rossmann’s Babydream, continued to attract more consumers in 2018 due to being seen as offering value for money. Furthermore, consumer tests and reviews suggest that many private label products are perceived by German parents as comparable to brands in terms of selection and quality.

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