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Strategy Briefing

Nappies/Diapers/Pants in North America

27 pages, Jun 2018

US$1,325

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About This Report

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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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Overview

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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.

Declining birth rates, slowing population growth and market maturity limit further growth

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.

Rise in e-commerce allows smaller brands to grow, but negatively impacts prices

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.

Competition continues to heat up between the two players that dominate in the region

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.

Limited growth prospects, though disposable pants will be a driver of industry growth

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.

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Introduction

Scope

Key findings

Regional Overview

Putting North America into context

2017 was a year of historic declines

Though smaller in market size, disposable pants is a growing segment

Fastest growth in disposable pants, but not enough to offset declines

Significant declines in nappies/diapers in the US

Population, changing attitudes and legislation provide headwinds

Non-store retailing grows; shift away from traditional grocery

The rise in e-commerce

Leading Companies and Brands

Competitive landscape is consolidated with a few brands dominating

Market leaders experience share declines, as smaller players grow

Pampers surpasses Huggies in 2017 for the top spot

Forecast Projections

Growth prospects are limited

Growth outlook shows negative to minimal growth

Maturity drags down growth, with NA market reliant on fundamentals

GDP growth and population are the largest drivers of positive growth

Country Snapshots

US: market context

US: competitive and retail landscape

Canada: market context

COUNTRY SNAPSHOTS

Canada: competitive and retail landscape

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Megatrends

Strategy Briefing

Nappies/Diapers/Pants in North America

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About This Report

New Report Guarantee

Overview

Why buy this report?

Declining birth rates, slowing population growth and market maturity limit further growth

Rise in e-commerce allows smaller brands to grow, but negatively impacts prices

Competition continues to heat up between the two players that dominate in the region

Limited growth prospects, though disposable pants will be a driver of industry growth

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting North America into context

2017 was a year of historic declines

Though smaller in market size, disposable pants is a growing segment

Fastest growth in disposable pants, but not enough to offset declines

Significant declines in nappies/diapers in the US

Population, changing attitudes and legislation provide headwinds

Non-store retailing grows; shift away from traditional grocery

The rise in e-commerce

Leading Companies and Brands

Competitive landscape is consolidated with a few brands dominating

Market leaders experience share declines, as smaller players grow

Pampers surpasses Huggies in 2017 for the top spot

Forecast Projections

Growth prospects are limited

Growth outlook shows negative to minimal growth

Maturity drags down growth, with NA market reliant on fundamentals

GDP growth and population are the largest drivers of positive growth

Country Snapshots

US: market context

US: competitive and retail landscape

Canada: market context

COUNTRY SNAPSHOTS

Canada: competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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