Nappies/Diapers/Pants in Mexico

PRE-COVID-19 PERFORMANCE

Nappies/diapers/pants still has potential for growth despite falling birth rate

In Mexico, families are getting smaller, with the average household size continuing to fall in 2019. The country’s birth rate continues to fall with families choosing to have fewer children and this is limiting stronger growth in nappies/diapers/pants, although sales remained buoyant at the end of the review period with there still being a large population of children aged 0-4 years.

Competition intensifying as brands and retailers fight for sales

Nappies/diapers/pants is a highly competitive area with the leading players being forced to invest in advertising and new product development in order to retain their share. With private label having a significant presence it is important for brands to provide added value to justify their higher pricing, such as launching innovative lines with claims of natural ingredients, or increased comfort and protection.

New brand enters the market while the leading players launch new products to retain interest

Kimberly-Clark dominates sales of nappies/diapers/pants in Mexico with its Kleen Bebé and Huggies brands accounting for over two-thirds of all sales. Alongside widespread distribution, prominent shelf positioning and strong marketing, the company also regularly introduces new products.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are expected to grow by 2% in 2019 constant value terms in 2020 with growth projections for the category unchanged from our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

The competitive landscape is consolidated in Mexico when it comes to nappies/diapers/pants and therefore consumers have only a little choice. Therefore, although incomes have come under pressure due to COVID-19 value sales of nappies/diapers/pants have remained largely unaffected, while volume sales have been sustained by the essential nature of these products.

Recovery and opportunities

Sales of nappies/diapers/pants have not been significantly affected by COVID-19 although with the Mexican economy likely to come under pressure due to the pandemic there is likely to be a growing focus on value over the forecast period. Private label could benefit from this, while the leading players may place more focus on price promotions and special offers to drive sales.

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