In 2021, there continues to be a growing preference amongst Malay parents for purchasing disposable pants over nappies/diapers. There is a growing perception amongst Malay parents that disposable pants offer greater convenience (through a quick changing solution), improved flexibility and comfort for more active babies, and that they help to foster a greater sense of independence for children during potty training.
During 2021, the category will continue to be dominated by nappies/diapers in both retail volume and current value terms due a range of affordable price points. The pandemic created uncertainty and economic instability in the country, with many consumers opting to reduce their spending wherever possible.
COVID-19 is expected to have only a short-term impact on sales of nappies/diapers/pants, as value growth rates are set to accelerate from 2022 onwards as the economy recovers and consumers have more disposable income to spend on their children. Instead, the category is likely to be more strongly impacted by Malaysia’s low fertility rate, leading to weaker volume demand for both disposable pants and nappies than that experienced in the review period.
Nappies/diapers/pants that are set in the mid-price-range are expected to see the greatest demand over the forecast period. Parents tend to be willing to purchase better quality and higher priced products for their children, viewing these as essential for their development.
Over the forecast period, added value product claims are expected to remain an important factor in determining demand for nappies/diapers/pants. Even with the economic forecast looking unstable, parents will remain willing to spend on better quality products to ensure health, hygiene, and comfort for their children.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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