At the height of the pandemic in 2020, despite nappies/diapers/pants recording positive volume and value growth, the category’s performance was more subdued compared to 2019. As the pandemic had a significant impact on the local economy, many parents sought to save costs by attempting to make their children’s nappies/diapers/pants last for longer than before.
After gaining overall leadership of nappies/diapers/pants in 2020 from Procter & Gamble (Pampers), Kimberly-Clark consolidated its position in 2021. The company, which manufactures the popular global brand Huggies, surpassed its closest competitor by understanding its customers’ needs, and delivering effectively.
A growing trend in the competitive landscape is the expansion of private label, which continued to register gains (most notably in retail volume terms) from a low base. Traditionally, local parents are known to be brand loyal when it comes to buying nappies, driven by the desire to care for their babies in the best possible way, which has ensured the dominance of Pampers and Huggies.
Following a return to stronger sales growth in 2021, demand for nappies/diapers/pants is set to gain further momentum over the forecast period, generally following pre-pandemic trends. Growth is set to supported by the recovery of the South African economy, which took a massive knock following the outbreak of COVID-19, while population growth is also set to be a key driving factor.
Disposable pants are set to register the strongest growth rates over the forecast period, albeit from a much lower sales base compared to nappies/diapers, therefore, benefiting from growing penetration in South Africa. The format is expected to benefit from being a convenient alternative to nappies, designed like underwear, which makes them comfortable for children and can be easily changed by parents.
The forecast period is expected to present several key growth opportunities for manufacturers, to boost their sales and stand out from competitors. The first key opportunity lies within the area of sustainability.
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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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