Nappies/Diapers/Pants in Israel

PROSPECTS

Nappies/diapers/pants grows despite saturation

Despite saturation, sales of nappies/diapers/pants continue to grow steadily in volume terms, mainly due to population growth, particularly among the ultraorthodox and Arab communities where birth rates are higher than average. Furthermore, leading brands are aware of mothers’ strong brand loyalty in nappies/diapers/pants, resulting in many creative marketing efforts.

Consumers are open to more nappy/diaper brands as babies grow older

Consumers will usually seek more expensive and trusted brands, such as Huggies, in the first months after their baby is born, especially if this is the family’s first child. As babies grow older, parents tend to worry less and are more open to buying less expensive and lesser-known brands.

Prices decrease due to the growth of smaller brands

Nappies/diapers/pants has historically been very concentrated. However, the penetration of the Babysitter brand has caused dramatic changes both in price and in consumers’ willingness to try lesser-known brands.

COMPETITIVE LANDSCAPE

Kimberly-Clark dominates nappies/diapers/pants

Kimberley-Clark Israel Ltd holds the majority value share in nappies/diapers/pants. The company is dominant in tissue and hygiene overall with various strong brands and vast distribution.

Shufersal and Super-Pharm launch premium brands of nappies/diapers

Life by Super Pharm Ltd and the eponymous private label, Shufersal, have launched premium lines of nappies/diapers, expanding their product portfolios in the hope of achieving a higher share. Shufersal wishes to ensure that its private label is considered high-quality, and therefore has launched a premium line.

Online retailing is growing

Shopping online offers consumers many benefits; therefore, as more sites are launched, raising awareness, the online channel is rising. The success of internet retailing is due to various factors.

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