Sales of nappies/diapers/pants continue to be negatively affected by declining birth rates in Portugal. The first semester of 2021 registered the worst number since 2014, according to official sources.
Disposable pants is by far the most dynamic category. Their convenience, and increased offer and communication from retailers and manufacturers supports growth of these products that are replacing traditional nappies/diapers.
As in other categories, retailers are investing in improving the quality and reinforcing the communication of their private label products, which is resulting in the increased share of private label in the category. In 2021, Continente launched a new private label brand, Continente do Bébé, whilst Pingo Doce launched eco diapers in three sizes, which are made with natural materials and are the first in the market with paper packaging and a very premium image.
Despite some efforts by the Portuguese government to support families, including additional benefits to families with children and increasing the number of public nurseries, no significant change in the birth rate is expected in the coming years, therefore volume sales are set to record further decline over the forecast period. Manufacturers will focus on developing the category through value by introducing innovative and more sustainable options, or by continuing to upgrade the use of diapers to pants.
Disposable pants continue to offer the best growth opportunity in the category due to their relative underdeveloped nature when compared with other countries, with manufacturers promoting their convenience and developing the product offer in early stages, including T3 and T4 sizes. Average prices are expected to increase over the forecast period, which could negatively impact the development of more expensive options, forcing additional promotional activity or switching to less expensive brands, which would mainly affect the leader Provet & Gamble.
Despite the environmental impact of the category, reusable products remain niche in Portugal due to the inherent convenience of manufactured products. A resolution from the National Parliament in March 2021 recommended that the government should create incentives for the use of reusable baby diapers and wipes.
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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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