Nappies/Diapers/Pants in the Netherlands

PROSPECTS

The birth rate declines slightly, but no decline is seen in volume sales

The birth rate declined slightly in 2018, with the number of babies born slightly lower compared with 2017. Despite this, there was no negative impact on volume sales of nappies/diapers/pants.

Value sales grow faster than volume sales

Current value growth of nappies/diapers/pants was faster than volume growth in 2018, mainly driven by unit price increases passed on from manufacturers, as the price of pulp increased. Furthermore, in 2018, manufacturers were more active in promoting disposable pants as suitable for older children, which led this category to see the highest volume growth in nappies/diapers/pants in 2018.

Internet retailing increases from a low base

Internet retailing was the fastest growing distribution channel in nappies/diapers/pants in 2018, growing at the expense of supermarkets and health and beauty specialist retailers. This was spurred by the success of subscription services.

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland maintains its lead

Procter & Gamble Nederland maintained its lead in nappies/diapers/pants in 2018, with its Pampers brand. The company managed to maintain its value share in 2018, despite the strong competition from private label and other brands.

Unilever Nederland sees the fastest growth

Unilever Nederland saw the fastest growth in nappies/diapers/pants in 2018, thanks to the success of its Zwitsal brand in baby care. Only recently introduced in the Netherlands, in 2017, the nappies/diapers from Unilever Nederland completed the Zwitsal assortment of products needed for babies.

Private label increases the assortment of nappies/diapers/pants

Price promotions continued to be prevalent in nappies/diapers/pants in the Netherlands in 2018, with established brands such as Pampers offered on promotion in different channels. This resulted in private label producers changing their strategies in 2018, with a number of private label players, such as Albert Heijn and AS Watson (Health and Beauty Benelux), increasing their product assortment.

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