The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2018
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The nappies/diapers/pants category in North America is challenged by declining birth rates and market maturity. This has created intense competition between leading players, especially as smaller brands and private label grow in the market, aided by the rise of e-commerce. The high level of competition is expected to lead to a decline in unit prices, squeezing manufacturers’ profits. However, there are still growth opportunities in the region, namely in disposable pants.
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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.
The nappies/diapers/pants category in North America has recently seen declines in value growth, and is one of the slowest growing regions, ahead only of Western Europe. This is due to the limited opportunities for additional growth, as the category is already very mature. In addition, declining birth rates limit growth in the user base. Stricter immigration policies expected to be imposed in the US will also limit further growth.
Internet retailing was by far the most significant growth channel for nappies/diapers/pants sales in North America over 2012-2017. However, due to the price transparency in online shopping, as well as the rise of private label diapers, sold online, the growth of e-commerce is expected to have a negative impact on unit price.
Procter & Gamble and Kimberly-Clark continue to dominate nappies/diapers/pants in North America, with a combined 78% share. Although KC’s Huggies brand has historically been the leading brand in the region in terms of sales, P&G’s Pampers surpassed it in 2017. In addition to competition between the two giants, they are also facing increasing competition, both in the premium segment, as smaller organic brands grow, and in the value segment, as private label manufacturers continue to drop their prices.
While nappies/diapers volume sales are expected to be flat in the forecast period, disposable pants is expected to see significant growth. As consumer habits change, toilet training is being delayed to older ages, and disposable pants have become an integral part of the toilet training process, thus this category is expected to grow. Recent innovations in disposable pants will also aid growth.
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.