Nappies/Diapers/Pants in Singapore

PROSPECTS

Value growth continues due to premiumisation

Births in Singapore hit a seven-year low in 2017 – the lowest since 2010 and the second lowest ever recorded. The decreasing number of births adversely affected the demand for nappies/diapers/pants.

The marketing of baby products starts early

New born babies are considered precious by parents. Most parents want to give their children nothing but the best and are willing to splurge to give them a good head-start in life – this is especially evident in a fast-moving developed country like Singapore.

The importance of mother and baby communities

Maintaining a close-knit mother and baby community can be helpful to players in boosting their brand’s positioning, as the brand is then viewed as holistic in its approach towards preparing the expectant mother for parenthood. Huggies has a Facebook page that answers the concerns of new and expecting parents.

COMPETITIVE LANDSCAPE

Unicharm Corp continues to lead

Unicharm Corp’s Mamy Poko brand continued to lead nappies/diapers/pants in value terms in 2018, as the brand takes an active stance in understanding the problems of mothers and providing solutions to ease their lives. The brand has a wide product range that caters to babies with different needs, from its Extra Dry Skin range to its Maxi Absorb.

Premiumisation is seen...

Many parents are willing to splurge on premium products which offer the utmost comfort to their children. Brands such as Huggies, Pampers and Mamy Poko all offer premium ranges.

...but affordable options remain crucial

In 2018, private label continued to serve a small group of parents who are cost- and budget-conscious. Private label lines from NTUC FairPrice Co-operative (FairPrice) and Dairy Farm International Holdings (Giant) continue to enjoy a strong customer base.

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