Nappies/Diapers/Pants in South Africa

PROSPECTS

In 2019, growth is driven by reusable cloth nappies and pants, with reusable products popular amongst environmentally conscious consumers

In 2019, South Africa’s birth rate was above the global average, allowing the landscape for nappies/diapers to remains strong. Demand for value offerings remained crucial, and industry players continue to drive value sales by offering various promotions across retailers.

Nappies/diapers/pants are sold informally through townships 2019, appealing to consumers with lower buying power

The wide availability of nappies/diapers/pants through informal retailing was visible in South Africa in 2019, particularly in high-density areas such as townships. Packaging for these products sourced informally is designed to fit consumers lower buying power.

Procter & Gamble Pty Ltd leads the landscape in 2019, offering established product Pampers, which enjoys high levels of consumer loyalty in the country

In 2019, Procter & Gamble (Pty) Ltd continued to lead nappies/diapers/pants, driven by the globally established offering of Pampers. Pampers continued to enjoy high levels of consumer loyalty, benefiting from strong brand presence.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are expected to grow by 3% in 2019 constant value terms in 2020. This aligns to the 3% 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

The main impact COVID-19 had on nappies/diapers/pants was stockpiling behaviour at the start of March, when the initial lockdown was implemented in the country. However, growth for 2020 has not been heavily impacted, with the pandemic having an overall minimal impact on nappies/diapers/pants.

Recovery and opportunities

Demand for nappies/diapers/pants is set to remain stable across the forecast period, especially given the essential nature of these products, and the wide availability of these items - with consumers having access to these items through major retail stores, as well as other smaller retailers.

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