Nappies/Diapers/Pants in Spain

2021 DEVELOPMENTS

Volume sales continue to decline due to the falling birth rate

With the birth rate continuing to fall, nappies/diapers/pants saw declining sales in both volume terms and at constant 2021 prices in 2021. However, with inflation pushing unit prices up, the category recorded rising sales in current value terms for the first time in a number of years.

Rising interest in organic and differentiated products, especially among higher-income consumers

Although some consumers’ incomes were negatively impacted by the pandemic, some parents, particularly those on higher incomes, have been moving towards more premium products. For eco-friendly consumers who did not want the hassle of reusable nappies/diapers/pants, they valued the offer of organic cotton products, manufactured in factories producing zero emissions by companies with a strong commitment to the environment.

Competitive rankings remain largely unchanged, but some share movements seen

The competitive landscape in nappies/diapers/pants did not see significant changes in terms of company shares in 2021. Procter & Gamble España retained the leading position with a dominant value share thanks to the popularity of Dodot, the most popular brand of nappies/diapers/pants in Spain.

PROSPECTS AND OPPORTUNITIES

Nappies/diapers/pants will continue declining in volume terms due to sinking/stagnating birth rate

Continuing the trend seen throughout the review period, nappies/diapers/pants is set to maintain its retail volume decline over the forecast period. COVID-19 only had a small impact on this category, so already existing trends are set to continue.

Innovation expected from producers to retain consumers’ interest

As consumers’ incomes start to rise once again as the economy recovers from the impact of the pandemic, they are likely to be more willing to pay for different features which ensure the wellbeing of their babies and children and that offer them convenience. Innovations are expected to include better skin protection, better absorption, greater comfort, durability and better leak protection, which will be more likely to capture or retain volatile consumers.

Presence of greener products expected to continue increasing

More sustainable products will keep reaching the market, as the young population is demanding more environmentally-friendly products, and they are the ones parenting. The availability and use of organic cotton and hemp products is expected to continue growing in the forecast period, with players targeting higher-income consumers with such products.