South Africa’s birth rate remains above the global average. Despite a slight decline over the review period, the market for nappies/diapers remains strong.
Interesting developments were observed in private label offerings over the review period. Private label products remained popular as alternatives to premium and mid-priced brands amongst parents with more limited means.
In an age where information is freely available, the concerns of first-time parents’ concerns can easily be overcome as they rely on advice not only from medical professionals or family and friends, but increasingly from social media and other online platforms where they are able to raise questions and join discussions with regards to best practice in the use of nappies/diapers. Online platforms are also often used for product reviews.
New product developments remain relevant as major players aim to cement their positions. Huggies, for example, introduced a comprehensive range aimed specifically at new borns.
The third largest brand, Cuddlers, which recently changed hands to Lodestone Brands, continued to gain share in 2018. The player’s investment in packaging and advertising has been paying off.
Private label offerings from leading retailers and parapharmacies continue to introduce product innovations as they try to gain shares from the leading players in the category. In addition, no-frills packaging and jumbo packs are just some of the features of these offerings.
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This industry report originates from Passport, our Tissue and Hygiene market research database.