Nappies/Diapers/Pants in Spain

PRE-COVID-19 PERFORMANCE

Volume sales decline as the birth rate falls

Declining birth rates continued to lead to lower retail volume sales of nappies/diapers/pants in 2019. The value performance also weakened in comparison to the previous year, although increasing average unit prices and the premiumisation effect, which was particularly evident in new born nappies/diapers, mitigated the overall decline to some extent.

Competitive rankings remain largely unchanged

The competitive landscape in nappies/diapers/pants remained unchanged in terms of company rankings in 2019. Procter & Gamble España retained the leading position and increased its value share somewhat due to the popularity of its Dodot, which is by far the most popular brand in Spain.

Portuguese brand enters the Spanish market

The Portuguese Nunex brand entered the Spanish market in September 2019. Its range includes an organic line under the Nunex Nature brand.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to achieve an overall constant 2019 value decline of 1% in 2020 in view of the impact of COVID-19. This compares to a decline of 3% forecast in constant 2019 value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-190).

Affected products within nappies/diapers/pants

The demographic changes that characterised the Spanish population over the review period negatively affected demand for nappies/diapers/pants. Starting in the review period, the birth rates witnessed a declining trend, with volume sales of nappies/diapers/pants continuing to fall in 2019, whilst the value performance was slightly better, thanks to the increasing average unit price and the premiumisation effect.

Recovery and opportunities

After the minor positive influence anticipated on constant 2019 value sales in 2020 due to parents stockpiling prior to the lockdown, constant 2019 value performance is expected to maintain the development path anticipated prior to the epidemic as predicted in our published tissue and hygiene report from February 2020 (pre-COVID-19).

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