The declining birth rate has directly affected the overall performance of nappies/diaper/pants, with a decrease in sales of new born nappies/diapers in 2018. This was partially compensated for by a rise in the potty training age, leading to value growth in both standard and junior products.
Pants continued to post the fastest value and volume growth in 2018, which was attributable to greater consumer awareness aroused by manufacturers and more product formats being launched by international players. In April 2017, Pampers started promoting its new pants from Japan via online marketing, such as frequent lucky draws or sending out free samples to draw more attention.
The birth rate in Taiwan is declining, and manufacturers have responded to the consequent pressure on volume sales by encouraging parents with greater purchasing power to spend more on premium products.
Procter & Gamble has led sales of nappies/diaper/pants since 2007. Pampers was the first brand to initiate a bonus points membership scheme to strengthen its bond with consumers, and this type of scheme was quickly adopted by other brands.
International players dominate in nappies/diapers, with the largest domestic brand being Carnation. International brands’ shares continue to rise, owing to consumers’ long-established loyalty to foreign brands, and solid confidence in their absorbent core technology.
Rather than traditional TV campaigns, several key players prefer to use online forums and exclusive membership programmes to connect with consumers. Pampers was the brand to use this communication channel, and was quickly followed by Merries, Mamy Poko and Huggies.
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This industry report originates from Passport, our Tissue and Hygiene market research database.