Nappies/Diapers/Pants in India

PROSPECTS

High potential signals significant opportunities for growth

The potential for nappies/diapers/pants in India is quite significant, with current value sales representing a mere 6% of the total level possible. This presents significant opportunities for category penetration and growth.

Internet retailing challenges the dominant store-based retailing channel

Store-based retailing remains the most preferred channel for consumers to purchase nappies/diapers/pants in India. Within store-based retailing, grocery retailers dominates followed by health and beauty specialist retailers.

Spotlight on high-end consumers as premium products are introduced

Although the prime focus of companies is to expand the consumer base and to drive category penetration, thereby driving product sales, upper-middle-income and high-income consumers provide opportunities for manufacturers to push premiumisation. Catering to niche and new-found demand through innovation presents significant possibilities for players to build their portfolios and increase their value sales.

COMPETITIVE LANDSCAPE

Mitsui & Co partners with Kao Corp to enter nappies/diapers/pants in India

Mitsui & Co has partnered with Japanese chemical and cosmetics company Kao Corp to enter the nappies/diapers/pants category in India. Kao Corp’s Merries brand will launch its products in India to cater to the premium segment in the country.

Godrej Consumer Products Ltd sells its Snuggy brand to Nobel Hygiene India Ltd

Godrej Consumer Products Ltd has exited nappies/diapers/pants in India by selling its Snuggy brand to Nobel Hygiene India Ltd. The category has been a non-focus area for Godrej, as it has switched to higher-margin, innovative products under core categories of personal wash, hair care and home insecticides.

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