Nappies/Diapers/Pants in Switzerland

PRE-COVID-19 PERFORMANCE

Low birth rate and demand for convenience underpin demand trends in 2019

Stagnant volume sales in 2019 were very closely linked to the country’s stagnating birth rate, and the number of children under the age of three – the average potty training age is 18-24 months. Furthermore, hectic lifestyles were encouraging consumers to seek products requiring less frequent changing, which supported demand for premium nappies/diapers/pants, and was thus driving value sales, especially of pants.

Consumers seek environmentally-friendly products without relinquishing convenience

Another factor driving value sales in 2019 was growing demand for more eco-friendly, sustainable and natural products. Consumers were demonstrating increasing environmental awareness, but did not wish to lose convenience.

Pampers increases dominance in 2019, private label performs well with strong price competitiveness and availability

Procter & Gamble’s Pampers brand consolidated its dominant position in the category in 2019. Its lead was underpinned by strength of variety and widespread availability.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to -0.

Affected products within nappies/diapers/pants

The panic-buying seen in the early development of the COVID-19 crisis, as many parents worried about stocks running out in shops, particularly affected nappies/diapers for new-born infants.

Recovery and opportunities

As the Swiss economy recovers from the impact of COVID-19, parents will continue to demonstrate interest in added-value and convenience products such as disposable pants. This will be underpinned by the easing of lockdown restriction and parents returning to work.

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