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Nappies/Diapers/Pants in
Hong Kong, China

Country Report

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Executive Summary

Mar 2019
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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Nappies/Diapers/Pants in Hong Kong, China

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Hong Kong, China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Hong Kong, China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Hong Kong, China market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Hong Kong, China?
  • What are the major brands in Hong Kong, China?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Hong Kong, China - Category analysis

HEADLINES

PROSPECTS

As families get smaller spending on children increases
Consumers look for added value
Disposable pants set for strong growth

COMPETITIVE LANDSCAPE

Top three international brands dominate sales
Japanese brands see strong gains
Procter & Gamble recognises importance of consumer relationships

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Hong Kong, China - Industry Overview

EXECUTIVE SUMMARY

Consumers trade up as incomes rise
Ageing population drives growth of adult incontinence
International brands dominate while private label struggles
Supermarkets and health and beauty specialist retailers dominate distribution
Premiumisation set to continue

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources