Nappies/Diapers/Pants in Ireland

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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