Nappies/Diapers/Pants in Hong Kong, China

PROSPECTS

As families get smaller spending on children increases

Nappies/diapers/pants continued to see steady current value growth in 2018 despite the country’s birth rate declining. Although the birth rate has declined in Hong Kong this has resulted in families having less children, with parents therefore having more disposable income to spend on them as a result.

Consumers look for added value

Baby rashes are commonplace when using nappies/diapers/pants that do not allow the skin to breath properly. With this in mind, parents are increasingly focusing not just on the product’s absorbency but also on what materials are used and their ability to help protect a baby’s delicate skin.

Disposable pants set for strong growth

Disposable pants is projected to see the most dynamic growth in current value terms over the forecast period, continuing the dynamic growth seen in 2018. These products offer higher profit margins because of their higher average unit price and, as a result, over the forecast period manufacturers will likely continue to actively push sales of potty disposable pants and pull-up disposable pants for babies aged 13 months and older.

COMPETITIVE LANDSCAPE

Top three international brands dominate sales

International brands Pampers, Huggies and Merries dominated sales of nappies/diapers/pants in Hong Kong in 2018. With the lower birth rate and higher disposable incomes, more and more parents in Hong Kong are seeking premium brands in order to provide their children with the greatest comfort and protection.

Japanese brands see strong gains

Japanese company Suzuran Sanitary Goods Co Ltd witnessed the most dynamic growth in current value terms in 2018 with its Goo.N brand, which is ranked fourth in the category.

Procter & Gamble recognises importance of consumer relationships

Procter & Gamble maintained the lead in nappies/diapers/pants throughout the review period thanks to its wide range of products, long-standing position and the relationship it has developed with consumers in Hong Kong. By focusing on the careful packaging of its products and investing in delivering the message that its products help care for a baby’s happiness the company has established the trust of local parents.

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