Movement restrictions due to COVID-19 meant that many individuals could not travel across the Causeway to Johor Bahru, the closest Malaysian state to Singapore. Before the COVID-19 pandemic, it was not uncommon to see consumers from Singapore travelling to Johor Bahru at the weekends to purchase groceries and household essentials.
Alongside the cost-effectiveness e-commerce, many parents have opted to shop via this distribution channel for multiple other reasons. Firstly, individuals are often time-strapped due to their need to juggle work and caregiving commitments.
In a saturated marketplace, companies are finding new ways to differentiate themselves. In the past, marketing materials would focus on the absorbency of a brand’s nappies/diapers versus their competitors.
Singapore has the highest unit prices for nappies/diapers/pants across Asia Pacific, partly due to higher operating costs in the city-state and premiumisation from the exploding popularity of boutique brands. The lowest-priced nappy/diaper available in the market is approximately 18 cents.
Cloth nappies/diapers do not have a significant impact on sales of disposable nappies/diapers. The older generation in the 70s and 80s opted for pre-folds and safety pins.
E-commerce is proving to be a major and growing distribution channel in nappies/diapers/pants. Brands in the city-state typically follow one of two conventional practices.
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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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