Nappies/Diapers/Pants in Indonesia

2020 IMPACT

Retail current value growth slows as consumers cut spending in the fact of economic uncertainty

Retail current value growth in nappies/diapers/pants dropped in 2020 compared to the much higher growth rate recorded in 2019. This was primarily a result of the COVID-19 pandemic which brought a lot of financial insecurity to families in Indonesia, and also drove a number of lifestyle changes as consumers in the country spent much more time at home during the health crisis.

Affluent consumers continue to prefer more comfortable disposable products

For middle-income and upper-income urban consumers in Indonesia, cloth nappies/diapers are not considered comfortable enough for long-term use for their infants, which has, over the review period, driven a widespread shift towards disposable products in this category. Although families with lower incomes were forced to economise during the COVID-19 pandemic, more affluent consumers were able to maintain a higher level of disposable income despite the economic upheaval of the COVID-19 pandemic in 2020.

Disposable pants on the rise as consumers favour convenience

Despite carrying a higher than average unit price compared to nappies/diapers, particularly the junior segment, demand for disposable pants continued to grow in 2020 as parents appreciate the convenience and durability that these products offer their young children as they begin to become more active and mobile from five months onwards, while they also support potty training efforts with toddlers, fostering a greater sense of independence. Disposable pants continued to dominate retail volume and retail current value sales of nappies/diapers/pants in 2020 and demonstrated strong retail volume growth compared to the negative growth rate displayed by nappies/diapers in 2020.

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