Nappies/Diapers/Pants in Singapore

PRE-COVID-19 PERFORMANCE

Differentiation used to reach a wide range of consumer groups in 2019

Singapore’s birth rate continued to decline over the review period and the population aged 0-3-years-old continued to decrease in 2019. Therefore, manufacturers looked for ways to improve their revenue and one means was via product differentiation, with companies offering minor variations on products in order to provide more options for consumers.

Disposable pants benefit from growing demand for convenience in 2019

As Singapore consumers continued to become busier with their daily activities, convenience remained highly valued in 2019, especially when changing nappies/diapers/pants. When babies grow older than six-months-old, they often become more active and can move a lot during changes.

Mamy Poko remains at top in 2019 but faces growing competition from Huggies, Merries and Goo.N

Unicharm Corp’s brand Mamy Poko remained consumers’ favourite in Singapore and continued to lead nappies/diapers/pants in value terms in 2019. The company continued to engage consumers via Facebook with helpful advice posts and prize competitions.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is the same as the 2% rise 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

While the impact of the COVID-19 pandemic resulted in a short-term increase in sales for nappies/diapers/pants, due to stockpiling and more frequent changes during the lockdown, demand is expected to normalise by the end of the year. The pandemic is not expected to have a major impact on consumer preferences within nappies/diapers/pants, with similar growth patterns likely to be seen in 2020 as in 2019.

Recovery and opportunities

After the COVID-19 pandemic eases and lockdown measures are removed, sales are expected to swiftly return to normal. Nappies/diapers/pants will thus continue to see stable growth year-on-year over the forecast period.

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