Nappies/Diapers/Pants in Ireland

PRE-COVID-19 PERFORMANCE

Innovation continues to drive nappies/diapers/pants in 2019

There has traditionally been little innovation driving significant changes in the nappies/diapers/pants category, at least since the widespread adoption of disposable nappies. However, in response to changing consumer expectations, some category players have recently begun to develop and launch a number of new innovative products and features.

Family changes set to alter nappy landscape

Falling birth rates over the forecast period will act to reduce the target market for nappies in Ireland and gradually slow volume sales growth. Indeed, although Ireland still has one of the highest birth rates in Europe, the number of births is projected to continue to fall steadily in coming years.

Investing in innovation, Procter & Gamble remains the dominant player in 2019

For many years, Procter & Gamble has far and away been the leader in nappies/diapers/pants in Ireland, with the company’s popularity highlighted by the fact that co-founder James Gamble was Irish. In 2019, the company added to its dominance with the launch of its widely-anticipated Pure nappies range.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to see a 1% rise in 2020 in constant 2019 value terms in light of the impact of COVID-19. This forecast comparable to the 1% rise projected in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

COVID-19 is expected to have little impact on nappies/diapers/pants, with growth rates across product areas in 2020 and beyond expected to be affected by more traditional market factors, such as birth rates and the trend toward lower-priced products. Over the forecast period, nappies/diapers is expected to remain by far the largest area in terms of both volume and value sales, but volume and value sales of disposable pants are expected to rise at faster rates.

Recovery and opportunities

Volume sales of nappies/diapers/pants are expected to stagnate over the forecast period, while value sales are expected to see a slight increase based on a growing number of parents more willing to pay higher prices for value-added products, such as eco-friendly nappies, smart nappies and convenient disposable pants. On the other hand, value sales growth over the forecast period will be challenging due to the intensified competition expected from expanding private label ranges and other lower-cost options which are expected to continue to appeal to price-conscious parents.

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