Executive Summary

Mar 2019
PROSPECTS
Nappies/diapers records negative growth in 2018

The population of babies aged 0-2 years witnessed a decline in 2018, to a large extent due to the exodus of expatriate families from the country in light of the rising expat levy and the policy of Saudisation. A trend towards smaller families in Saudi Arabia in the wake of increasing female employment has also been seen in recent times.

Below-the-line marketing gaining prominence as most effective medium for the category

Since health and hygiene is primarily driven by awareness and effectiveness, influence is a major factor that drives sales of one brand over another in nappies/diapers.

Trends determining the sale of nappies/diapers/pants in Saudi Arabia

Even against a backdrop of price sensitivity being at an all-time high in the country, the price factor seldom plays the decisive role in nappies/diapers/pants purchases as a high price will not put consumers off from buying the intended brand as people generally want the best for their babies, even if there are competing more economical brands available on the market. However, they do tend to look out for promotional packs and large pack formats – eg jumbo/mega packs of diapers – to get the desired brand at the best possible price.

COMPETITIVE LANDSCAPE
Unicharm Gulf Hygienic Industries Ltd leads nappies/diapers/pants

Unicharm Gulf Hygienic Industries Ltd ranked first in 2018, thanks to its Baby Joy brand. The company enjoys a strong and increasing brand share thanks to its quality, wide range of product types and constant innovation.

International brands dominate nappies/diapers/pants

International players dominate nappies/diapers/pants, including The Procter & Gamble Co (Pampers brand), Unicharm Corp (Baby Joy) and Kimberly-Clark Corp (Huggies) due to their long-term presence, good word-of-mouth recommendation and wide product ranges in the country. However, on the other hand, Nuqul Group’s Baby Fine brand has been growing steadily over the years, indicating a good potential for local brands.

Supermarkets the favourite outlet for purchasing nappies/diapers/pants

Since there are restricted outlets and venues of entertainment in Saudi Arabia at the moment, grocery shopping serves as a leisure outing for the whole family. The accessibility of supermarkets in every area and hypermarkets in all malls serve a dual purpose for families when they visit them both as a leisure destination as well as for grocery shopping.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Saudi Arabia 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 Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Saudi Arabia 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 Saudi Arabia?
  • What are the major brands in Saudi Arabia?
  • 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 Saudi Arabia - Category analysis

HEADLINES

PROSPECTS

Nappies/diapers records negative growth in 2018
Below-the-line marketing gaining prominence as most effective medium for the category
Trends determining the sale of nappies/diapers/pants in Saudi Arabia

COMPETITIVE LANDSCAPE

Unicharm Gulf Hygienic Industries Ltd leads nappies/diapers/pants
International brands dominate nappies/diapers/pants
Supermarkets the favourite outlet for purchasing nappies/diapers/pants

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 Saudi Arabia - Industry Overview

EXECUTIVE SUMMARY

Growth continues to slow amidst economic reforms and rising living costs
Changing consumer shopping behaviour in Saudi Arabia
International brands continue to lead the Saudi Arabian tissue and hygiene market
Discounters gaining a foothold in tissue and hygiene
Tissue and hygiene to see a slowdown in growth over forecast period

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 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources