The birth rate in Thailand is tending to decline gradually because of changes in society and the higher cost of raising children. Thai consumers are likely to work harder nowadays to try and earn a higher income and they also tend to want to save a sum of money before having a child.
Even though the price of disposable pants is relatively expensive compared to ordinary nappies or diapers, parents of young children are willing to invest in this kind of product, seeing as it fits in with children’s activities without any worries about the product accidentally breaking off. Not only does it perfectly fit the child’s body, but the practical way of using it is another benefit, ie simply just pulling it up.
Mamy Poko from giant manufacturer Unicharm Corp continued to clearly lead nappies/diapers/disposable pants in 2018. Its product enhancements are a significant strength.
Number two brand Babylove (DSG International) has been employing an influential media marketing campaign. For example, Babylove used TV superstar Chompoo Araya and her twin children in a cute campaign to convince consumers who adore her twins to try its new products.
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This industry report originates from Passport, our Tissue and Hygiene market research database.