Executive Summary

Apr 2019
PROSPECTS
Search for convenience drives demand for nappies/diapers/pants

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.

High birth rate supports growth

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.

Development of modern retailing improving access to nappies/diapers/pants

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.

COMPETITIVE LANDSCAPE
Pampers remains synonymous with nappies/diapers/pants in Pakistan

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.

Hayat Group enters Pakistan

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.

Local player Shield Corp Ltd continues its rapid ascension

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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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Pakistan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Pakistan market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Pakistan?
  • What are the major brands in Pakistan?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • 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

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Pakistan - Category analysis

HEADLINES

PROSPECTS

Search for convenience drives demand for nappies/diapers/pants
High birth rate supports growth
Development of modern retailing improving access to nappies/diapers/pants

COMPETITIVE LANDSCAPE

Pampers remains synonymous with nappies/diapers/pants in Pakistan
Hayat Group enters Pakistan
Local player Shield Corp Ltd continues its rapid ascension

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Pakistan - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene continues on strong growth path
Efforts to improve awareness provides dividends
Multinationals lead retail hygiene while local players dominate retail tissue
Modern grocery retailers channel expands improving distribution
Bright future predicted for tissue and hygiene

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 22 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources