Nappies/Diapers/Pants in Germany

PRE-COVID-19 PERFORMANCE

Increasing child population aged 0-4 supports volume growth, premiumisation boosts value growth

Nappies/diapers/pants maintained positive growth in 2019, driven by a continued increase in the number of babies and infants. These new children are coming not only from older millennials now having children but predominantly from immigrants who have moved to the country in recent years.

E-commerce rapidly gaining distribution share

Online retailing sales continued to grow in 2019 due to increasingly busy lifestyles and the opportunities to buy in bulk at value prices from large online platforms like Amazon, as well as increased online order options from the grocery retailers and drugstore/parapharmacy chains. In response to rapidly growing e-commerce sales, store-based retailers are increasingly making space for ecological and natural products on their shelves, especially within areas such as nappies/diapers/pants.

Leader Procter & Gamble still losing share, Hipp enters nappies/diapers/pants

In 2019, Procter & Gamble led sales of nappies/diapers/pants in Germany thanks to its well-known brand Pampers, which is present across all distribution channels and has a wide product portfolio. However, the brand was losing value share over the review period due to stronger competition from private label and new brands entering the category, such as Hipp Babysanft.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Most products in nappies/diapers/pants will record stronger value growth in 2020 than they did a year earlier, with disposable pants in particular showing a dynamic performance. However, these trends are not believed to be COVID-19-related and overall sales in nappies/diapers/pants will only be slightly higher in 2020 than a year earlier and previous forecasts for this year.

Recovery and opportunities

After the slightly faster performance in 2020, annual growth rates for sales of nappies/diapers/pants for the rest of the forecast period are expected to be in line with the rates predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19), resulting in an almost identical overall 2019-2024 CAGR.

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