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Nappies/Diapers/Pants in
Mexico

Country Report

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Executive Summary

Mar 2019
PROSPECTS
An attractive market, with many babies in Mexico

In Mexico, families are getting smaller, with an average of four members, according to INEGI. The population growth rate continues to be positive, at around 1% annually, supporting sales of products for babies, like nappies/diapers.

Global and local brands present

In Mexico, there are many brands in the market, from international companies like Kimberly-Clark (Huggies and Kleen Bebé), Procter & Gamble Co (Pampers), Absormerx CMPC Tissue (BabySec and Soft Dreams), Ontex (Chicolastic, Bbtips, Kiddies and BioBaby – which continue to be manufactured by Productos Internacionales Mabe), and Mexican manufacturer Lambi SA de CV (Bebin and Tiny). Lambi SA de CV has its production facilities at Nuevo Leon, in the northeast of the country.

Online retailers grow

Since Amazon arrived in Mexico, the company has started to offer its well-known Amazon Family programme in the country to Prime members, with special promotions and discounts of up to 10% on nappies/diapers, baby food and formula. Also, hypermarkets and supermarkets continue to increase their online sales, and often offer special promotions for baby products, in particular nappies/diapers.

COMPETITIVE LANDSCAPE
Product innovation

In 2018, Huggies launched the product All Around in Mexico, which is an auto-adjustable nappy/diaper with high absorption, similar to pull ups in the way it allows movement, but instead of being a training nappy/diaper is a daily use product. The brand Kleen Bebé offers a similar product called Movilastic, with block gel and a 360° waist, which is claimed to give “total protection in all its movements”.

New brand in the market

In 2017, the brand Soft Dreams, manufactured by Absormex CMPC Tissue SA de CV, entered the Mexican market. The brand is available at various retailers, and increased its coverage during 2018, gaining shelf space in the major retailers in the country.

Inclusion campaign and a new image

In 2018, Baby Sec launched a campaign in Latin America featuring two babies with Down’s syndrome. The campaign, focusing on inclusion, was mentioned widely in social media, with a positive impact on the brand.

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Nappies/Diapers/Pants in Mexico

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Mexico market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Mexico?
  • What are the major brands in Mexico?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Mexico - Category analysis

HEADLINES

PROSPECTS

An attractive market, with many babies in Mexico
Global and local brands present
Online retailers grow

COMPETITIVE LANDSCAPE

Product innovation
New brand in the market
Inclusion campaign and a new image

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Mexico - Industry Overview

EXECUTIVE SUMMARY

An uncertain year for Mexico
Private label an important player in the market
An active year for marketing
Online retailers continue gaining relevance
What to expect in the next years?

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources