Nappies/Diapers/Pants in Saudi Arabia

PRE-COVID-19 PERFORMANCE

While overall category value sales continue to decline in 2019, strong educational promotion efforts help disposable pants see higher growth in 2019

Value sales of nappies/diapers/pants declined in 2019 for the second consecutive year. The population of babies aged 0-2 years continued to witness a decline, to a large extent due to the ongoing exodus of expatriate families from the country in light of the rising expat levy and the policy of Saudisation.

Pampers partners with Saudi Paediatric Association perform community service that delivers a million preemie diapers to hospitals across Saudi Arabia in 2019

In 2019, Pampers partnered with the Saudi Paediatric Association (SPA) to initiate its community service programme by launching and donating one million preemie diapers to hospitals all over Saudi Arabia. The new Preemie diaper Size P-3, which is three sizes smaller than newborn diapers, is specially developed to fit the tiniest and most vulnerable premature babies born in the second trimester and weighing as little as 1 pound (800 grams).

Bambi maintains multifaceted digital marketing campaign, Huggies expands its disposable diapers range and Pureborn is the first to offer organic diapers in 2019

Sanitas Bambi embarked on a digital marketing campaign to communicate its new advanced features and more appealing packaging to Saudi consumers. Following modern advertising strategies, the baby diaper brand targeted the premium Arabic VOD service, Shahid.

2020 AND BEYOND

COVID-19 impact

Value growth of nappies/diapers/pants is now expected to rise by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 2% decline forecast 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

COVID-19 does not seem to be having an impact on the type of nappies/diapers and pants that parents are buying, when compared to the impact, albeit limited, of lockdowns and home seclusion on the frequency of diaper changes. Disposable pants are benefiting more from manufacturers’ efforts to educate parents on proper use and from Huggies having joined Pampers and Baby Joy to expand its range of sizes, while Sanitas Bambi’s new wide-ranging digital campaign in support of its newest diaper line also is generating interest and higher sales.

Recovery and opportunities

As COVID-19 has had a limited impact on growth of nappies/diapers/pants, and one which is likely to be temporary once parents that normally rely on nurseries and other childcare providers to look after their children resume working and socialising outside the home. In contrast to negative growth rates the category was experiencing in 2019, growth in 2020 and beyond is expected to become increasingly positive as a result of the significant efforts manufacturers are making in terms of product development (such as Pampers’ new line of preemie diapers), education and effective use of digital media to promote their new and existing lines.

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