Nappies/Diapers/Pants in Peru

PRE-COVID-19 PERFORMANCE

Later potty training supports growth despite a decreasing consumer base

The birth rate in Peru continued to decrease in 2019 with more women putting off having children until an older age. The number of families having only one or two children is also increasing in the country.

Ecological nappies/diapers gain penetration

Peruvians continued to purchase nappies/diapers/pants through various channels in 2019, mainly pharmacies, traditional grocery retailers, hypermarkets and supermarkets. Each channel serves different groups of consumers.

The leading brands continue to innovate and expand their presence

The competitive landscape of nappies/diapers/pants remained consolidated among a small number of big-name brands in 2019, with a negligible presence of private label. Huggies from Kimberly-Clark del Perú SA remained the dominant brand in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are expected to decline by 3% in 2019 constant value terms in 2020. This represents no overall change from the projections 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

As there is considered to be little impact on nappies/diapers/pants in Peru as a result of the COVID-19 pandemic, the performance of nappies/diapers and disposable pants in 2020 will be shaped by existing factors. Despite being the much smaller category, disposable pants is expected to witness the strongest volume growth from its small base, due to greater consumer awareness and wider availability from big brands such as Huggies.

Recovery and opportunities

Nappies/diapers/pants in Peru will gradually mature over the forecast period. Sales growth rates are expected to slow down as birth rates continue to decline and smaller families become the norm.

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