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Nappies/Diapers/Pants in
South Africa

Country Report

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Executive Summary

Mar 2019
PROSPECTS
High average birth rates sustain demand

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.

Private label offerings accommodate various consumer segments

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.

Advice and how-to suggestions remain important for first-time parents

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.

COMPETITIVE LANDSCAPE
Huggies remains relevant with continued product innovation and new ranges

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.

Cuddlers gains share

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.

Branded products anticipated to remain ahead of private label ranges

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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Nappies/Diapers/Pants in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in South Africa market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in South Africa?
  • What are the major brands in South Africa?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in South Africa - Category analysis

HEADLINES

PROSPECTS

High average birth rates sustain demand
Private label offerings accommodate various consumer segments
Advice and how-to suggestions remain important for first-time parents

COMPETITIVE LANDSCAPE

Huggies remains relevant with continued product innovation and new ranges
Cuddlers gains share
Branded products anticipated to remain ahead of private label ranges

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in South Africa - Industry Overview

EXECUTIVE SUMMARY

Despite challenges and declining consumer spending, tissue and hygiene performs reasonably well
Announcement of VAT exemption on sanitary protection products warmly received after years of lobbying
Product diversification, expansion and investment by domestic players bodes well for competition
Store-based retailing remains the main channel for the majority of South African consumers
Players to continue with price promotions and product diversification in the face of constrained economic growth

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources