Nappies/Diapers/Pants in Switzerland

PROSPECTS

Busy lifestyles contribute to growth

Current value sales of nappies/diapers/pants continued growing in Switzerland in 2018, as did volume sales. Considering the continuous decline in the birth rate, this was a notable development.

Innovation and added-value drive disposable pants and standard nappies/diapers

Busy lifestyles contributed to the growth of disposable pants and standard nappies/diapers in particular in 2018. Disposable pants offer a quicker, easier way to change infants, thereby saving time.

Natural and sustainable products are alternatives to reusable nappies/diapers/pants

Consumers who are particularly concerned with environmental issues and the reduction of waste often used to opt for reusable nappies/diapers, thereby reducing the potential for sales and growth. Nevertheless, washing nappies/diapers is unpleasant and rather tedious, which supported the growing demand for more sustainable disposable alternatives.

COMPETITIVE LANDSCAPE

The whole package – Procter & Gamble remains dominant

Regarding the generally high level of concentration within the competitive landscape in nappies/diapers/pants in Switzerland, it comes as no surprise that Procter & Gamble was able to once again secure its strong lead in 2018. Its Pampers brand is highly recognised and trusted by most consumers.

Hakle-Kimberly Schweiz grows within disposable pants

With the growing demand for quicker and more convenient solutions (disposable pants), Huggies started to see stronger growth in 2018. The brand, which used to be best-known for its Little Swimmers disposable pants, for use in swimming pools, now offers a growing variety of pants especially for use at night.

Private label keeps growing

Swiss consumers’ price-sensitivity and the high level of convenience and availability of private label products continued to contribute to the growth of private label in nappies/diapers/pants in 2018. Even though reviews and ratings do not always compare to those of brands, many consumers still stick to the significantly lower-priced private label alternatives.

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