Nappies/diapers/pants recorded decline in 2021 in line with the continuously decreasing birth rate in Switzerland. During the COVID-19 pandemic, consumers became more concerned about the future in terms of the economy, personal finances, job security and health, which has led to an even stronger decline in births in the country.
With fewer newborn babies and small infants, smaller sizes of diapers especially recorded decline in 2021. Meanwhile, products targeting older babies including disposable pants performed well due to a continuously increasing selection of high-quality, flexible and safe disposable pants, mainly driven by Pampers with new launches such as the Pampers Cruisers 360.
Due to the high level of brand recognition, as well as frequent new product launches, improvements and widespread advertisement campaigns across various outlets, Pampers from Procter & Gamble maintained its dominant presence and leading position in nappies/diapers/pants in Switzerland in 2021. The brand’s products are highly renowned and trusted by parents in the country due to their longstanding presence and the manufacturer’s perceived expertise.
Over the forecast period, the birth rate in Switzerland is only expected to grow marginally, with the population of 0-3-year-olds remaining below the 2019 level in every year up to 2026. Demand for nappies/diapers/pants will consequently continue to decline going forward.
Another limiting factor to growth is the rising level of protection and durability of diapers. Most products are designed to last longer, some up to 12 hours, which reduces the amount of diapers needed and used in a day.
While diaper subscriptions are available in Switzerland, they are only rarely used. The pandemic led to more consumers choosing to shop online for their diaper needs thereby also increasing the use of subscriptions.
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