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Nappies/Diapers/Pants in
Ireland

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Technological innovation in nappies is set to accelerate

Nappies/diapers/pants has been relatively stagnant in terms of innovation since the widespread adoption of disposable nappies. However, 2018 saw the introduction in Ireland of completely new nappy technologies, in response to the consumer demand for reusable and sustainable products.

Demographics set to significantly alter the market

Although Ireland still has one of the highest birth rates in Europe, the rapidly evolving social dynamics in the country mean that this is predicted to change over the forecast period. It is predicted that the number of births in Ireland will decline steadily towards 2023.

Environmental concerns remain

All hygiene products have been highlighted in the Irish media in recent times, due to their perceived negative environmental impact. The incorrect disposal of nappies into the sewerage system received widespread attention due to the problems caused.

COMPETITIVE LANDSCAPE
New entrants could radically change the landscape

Demand for ever-more sophisticated time-saving and environmentally sustainable products has led to new entrants in almost every product category in Ireland, and nappies could be the latest to be radicalised by the entrant of a non-traditional manufacturer. Google’s parent company filed a patent in the US for a smart nappy, which if developed, would enable parents to distinguish between urine and excrement in nappies and alert parents via smartphone integration.

Private label continues to gain share

Despite the booming Irish economy, where disposable incomes are increasing steadily, some of the Irish consumer base has remained loyal to private label. During the years of recession after the IMF bailout, Irish consumers flooded to private label lines, with Tesco, Aldi and Lidl in particular gaining share.

Procter & Gamble remains the dominant player despite increasing pressure

Procter & Gamble has a long history of popularity in Ireland, driven partly by the fact that one of its founders, James Gamble, was Irish. Although the company maintained its dominant position in nappies/diapers/pants in 2018, increased pressure from private label led to the gap narrowing significantly.

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Nappies/Diapers/Pants in Ireland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Ireland 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 Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Ireland 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 Ireland?
  • What are the major brands in Ireland?
  • 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 Ireland - Category analysis

HEADLINES

PROSPECTS

Technological innovation in nappies is set to accelerate
Demographics set to significantly alter the market
Environmental concerns remain

COMPETITIVE LANDSCAPE

New entrants could radically change the landscape
Private label continues to gain share
Procter & Gamble remains the dominant player despite increasing pressure

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 Ireland - Industry Overview

EXECUTIVE SUMMARY

A good year overall
The environment is top-of-mind for consumers in their product choice
Private label continues to win share, but multinationals dominate
Internet retailing continues to grow
Reasonable outlook for tissue and hygiene

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