Traditionally families used cloth nappies for their babies but as consumers lead busier lives the demand for convenience is on the rise. The leading brands such as Pampers and Canbebe have invested in advertising and awareness campaigns to promote the qualities of their products and to encourage mothers to switch to disposable nappies/diapers.
Pakistan has the highest fertility rate in Asia with the country having seen rapid population growth over the review period and this coupled with strong economic growth and rising disposable income is all helping to drive the growth of nappies/diapers/pants. With a growing urban population more families are switching to packaged nappies/diapers/pants, although in some cases their use is restricted to special occasions rather than for everyday use due to the higher cost.
The distribution of nappies/diapers/pants is improving in Pakistan in part thanks to the development of modern retailing in the country with a growing number of consumers using supermarkets to carry out their weekly shop. Internet retailing also saw strong growth in 2018, albeit from a low base, with this providing additional convenience to households with these products being bulky items to transport.
Procter & Gamble Pakistan (Pvt) Ltd retained a strong lead in nappies/diapers/pants with its Pampers brand which benefits from strong brand awareness and wider distribution than many of its competitors. However, the company continued to lose share in 2018 due to growing competition from more affordable brands.
Turkish conglomerate Hayat Group entered Pakistan in 2018 with it initially launching two brands in the market, one of which is its Molfix brand of nappies/diapers/pants. The company is one of the world’s largest manufacturers of branded nappies/diapers/pants and so this is seen as a significant move with it stating that it plans to invest a further USD150 million in its operations in Pakistan.
Founded in 2012, local manufacturer Shield Corp Ltd continued to record dynamic growth at the end of the review period with it carrying out a range of activities to help promote its Shield Baby Diapers brand. For example, it ran a competition whereby scratch cards were included in every pack offering consumers the opportunity to win a trip to London, among other prizes.
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This industry report originates from Passport, our Tissue and Hygiene market research database.