Demographic trends continued to impact nappies/diapers/pants, with value and volume sales declining, due to population decline. New born nappies in particular were affected by the low birth rate and there are little signs of the situation improving going forward.
Nappies/diapers/pants remained highly concentrated in 2021, with three companies dominating. The Procter & Gamble Co maintained its outright lead of nappies/diaper/pants, thanks to the significant penetration and high recognition of its brands, led by Pampers.
Over recent years, parents have been delaying potty training and this continued into 2021. As a result, the consumer base has grown for junior nappies/diapers compared with other sizes.
Nappies/diapers/pants faces a difficult future with there being no signs that there will be a reversal in the declining birth rate. With the economy under pressure and limited wage growth anticipated, it is expected that more young people will pursue career opportunities abroad.
Despite predicted volume decline over the forecast period, there are still opportunities for growth. Brands will introduce further innovation in terms of higher absorption or other improvements in order to differentiate themselves from the competition.
E-commerce surged during the pandemic and is expected to continue to gain value share over the forecast period, as more consumers have now been exposed to the convenience of online shopping. In fact, value sales are expected to more than double.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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