Nappies/Diapers/Pants in Malaysia

PROSPECTS

Disposable pants drives growth

The preference for disposable pants continued to grow in 2018 as consumers value the convenience these products offer. Disposable pants offer consumers a quick solution to put nappies/diapers/pants on, especially for active babies.

Quality is key

When it comes to products for babies, consumers tend to be more careful and less experimental, with parents often relying on family or friends’ recommendations. Brand loyalty is strong as parents opt for products that are of high quality and yet affordable.

Added-value features and affordability in demand

Consumers are increasingly demanding nappies/diapers/pants with high absorbency, no leakage, a good fit and which are gentle on the skin. Due to late child-bearing and increasing awareness, young Malaysian parents are willing to spend on their babies, with most consumers inclined towards mid-priced products, while some opt for premium brands.

COMPETITIVE LANDSCAPE

DSG (M) continues to lead

DSG (M) led nappies/diapers/pants with its Petpet and Fitti brands which fall in the mid-priced and budget-priced segments, respectively. Other international brands, such as Vinda Malaysia’s Drypers Wee Wee Dry and Unicharm (M)’s Mamy Poko also hold strong positions.

Drypers Wee Wee Dry remains the leading brand

Despite DSG (M) remaining the leading player, Drypers Wee Wee Dry for Vinda Malaysia remained the leading brand in 2018 thanks to its high quality and affordable pricing. It has become a household brand where “Drypers” is now synonymous with nappies/diapers.

Procter & Gamble (M) re-entering the Malaysian market

Nappies/diapers/pants has become even more competitive now that Procter & Gamble (M) is re-entering the Malaysian market with its flagship Pampers brand. Pampers began to be offered through the Lazada e-commerce platform on 29 August 2018.

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