Nappies/Diapers/Pants in Indonesia

PRE-COVID-19 PERFORMANCE

Increasing demand for versatile disposable pants drives performance of overall category in 2019

Demand for nappies/diapers/pants continued to gain momentum in Indonesia in 2019 despite a gradual decline in the birth rate over the years due to the government-promoted family planning programme. A family with two children is considered as ideal so that household resources are not stretched.

Innovation, segmentation and premiumisation influence players’ new launches in 2019

Product segmentation within nappies/diapers/pants is gradually increasing in Indonesia as players attempt to attract consumers from different socioeconomic segments by offering a range of both standard and more premium products. Softex for instance, offers five different products within its nappies/diapers/pants range with its popular brand Sweety gaining further share and sales.

Indonesian consumers trust quality of leading Japanese brands but local Softex continues to gain ground in 2019

Uni Charm retained its convincing leadership of nappies/diapers/pants in 2019 with its well-known brand Mamy Poko, despite losing ground to dynamic second-ranked player Softex. However, Uni Charm aims to appeal to a wider range of consumers; whilst moving towards greater premiumisation with various innovations, global brand owner Unicharm Corp has acquired DSG Surya Mas Indonesia PT in 2018, expanding its product portfolio with mid-priced nappies/diapers under the Fitti brand.

2020 AND BEYOND

COVID-19 impact

Value sales of nappies/diapers/pants are now expected to grow by only 8% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares to an 11% value 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

In 2020, in line with trends witnessed over the review period, disposable pants is set to record the strongest performance within the overall category. Whilst some initial stockpiling was noted at the beginning of the year in anticipation of a lockdown in the country due to the COVID-19 pandemic, demand for 2020 is set to marginally slow.

Recovery and opportunities

COVID-19 is not predicted to have a long-term impact on the performance of nappies/diapers/pants in Indonesia, with the category predicted to record a stronger performance in both volume and value terms (at constant 2019 prices) over the forecast period compared to the review period. This performance will be linked to the popularity of disposable pants which is set to continue to gain momentum to the detriment of nappies/diapers, particularly the junior segment with which it directly competes.

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