Nappies/Diapers/Pants in Spain

PROSPECTS

New born rates are at their lowest level

The demographic changes that characterised the Spanish population over the review period strongly affected the demand for nappies/diapers/pants. Starting in the review period, the population saw a declining trend, with the number of deaths exceeding the number of births.

Disposable pants is an exception

Within a panorama of overall decline, disposable pants represents an exception. In 2018, demand continued to rise, continuing the positive trend already seen over the review period, when disposable pants registered a boom.

The internet makes parents’ lives easier

Internet retailing continues to assume more and more importance within the distribution of nappies/diapers/pants. In order to save money, Spaniards have adopted the habit of purchasing these products in bulk online.

COMPETITIVE LANDSCAPE

Dodot is Spaniards’ preferred brand

The competitive landscape in nappies/diapers/pants sees one big player dominating volume and value sales – Procter & Gamble España, owner of the most popular brand, Dodot. Dodot offers a wide-ranging product portfolio, with high segmentation.

Private label is highly competitive

Private label is the other main player within the competitive landscape in nappies/diapers/pants in Spain – thanks to their wide ranges of different products and prices, producers were able to attract Spanish consumers. Mercadona’s Deliplus line has historically met the favour of Spanish households, and accounted for the largest private label share in 2018.

Preterm nappies are launched in Spain

The main innovation in 2018 was the introduction of preterm nappies, a segment which is expanding and has good prospects for the future. With the delay in the age at which women have their first child, the number of preterm babies showed a rising trend.

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