Nappies/Diapers/Pants in Norway

PRE-COVID-19 PERFORMANCE

Price competition between retailers ensures nappy prices remain low in 2019

The unit price of nappies/diapers/pants in Norway was low to very low in 2019 and showed only minimal growth. There was strong price competition between retailers, notably between the discounter chains KIWI and Rema 1000.

Growth in disposable pants in 2019 as consumers seek convenience

Disposable pants was a strong driver of the retail value and volume growth in nappies/diapers/pants in 2019. This was due to a consumer perception of convenience, ease of use, time-saving and a better fit.

Libero is the clear leader in 2019 despite sizeable and growing share for private label

Essity’s Libero brand maintained its leading position in nappies/diapers/pants in 2019 in both value and volume terms, ahead of Pampers and private label. However, private label continued to grow in retail value terms, benefiting from a number of factors.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged from the 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Nappies/diapers/pants is forecast to remain a growth area throughout the forecast period. No sudden changes to forecast patterns are expected due to the COVID-19 pandemic, with consumers unlikely to make major changes to their usual purchasing patterns.

Recovery and opportunities

Disposable pants is expected to drive and even outperform the forecast growth in nappies/diapers/pants overall as consumers increasingly favour their convenience, ease of use and time-saving attributes. Players may seek to capitalise on the potential for premiumisation and further product improvements in disposable pants, encouraged by Norwegian consumers’ high disposable incomes, and also aim to differentiate their products from private label offerings.

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