In 2021, nappies/diapers/pants saw growth which was similar to that seen before COVID-19. However, in terms of actual sales the category still had slightly lower sales compared with 2019, due to the decline seen in 2020.
Nappies/diapers/pants in India historically saw significant volumes imported from China. These products were imported by weight and were often sold in rural areas through wholesalers as generic/white label products, where price point is a strong motivating factor, rather than brand name.
In 2021, like most fmcg industries, the raw materials and freight costs for nappies/diapers/pants saw a significant increase of 10-15% compared with 2020. To be able to maintain profitability and margins, players usually resorted to passing on the price rises to consumers or reducing price-offs.
In the forecast period, India will be one of the three biggest markets for nappies/diapers/pants in the Asia Pacific region. This will be driven by current under-penetration and the small consumer base.
Disposable nappies/diapers/pants are likely to see competition from the growing number of brands offering reusable cloth nappies/diapers and hybrid nappies/diapers. Although disposable products are often considered better from a hygiene perspective, due to sustainability and affordability concerns more parents are likely to be willing to upgrade from cloth nappies/diapers (langot) to branded reusable/washable nappies/diapers.
Online sales platforms were amongst the most significant mediums for sales of nappies/diapers/pants in the review period. This was possible due to increased consumer comfort with shopping online, better awareness of brands and products, along with deep discounting by e-commerce players.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
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