Retail volume sales of nappies/diapers/pants increased slightly in 2021, thanks to the hybrid form of working, whereby parents often kept their babies and toddlers at home, and also due to the closure of day care facilities in January 2021. In addition, due to personnel shortages at crèches, parents were often also forced to use day care for fewer days.
Subscription-based services for nappies/diapers/pants continued to grow in the Netherlands in 2021, although it remained a niche area. These services are usually targeted towards consumers willing to pay a premium price for convenience and for unique products.
Procter & Gamble remained the largest player in nappies/diapers/pants in 2021, owing to the continuous product improvements it offers to consumers. In addition, Dutch parents are still interested in the affordability of nappies/diapers/pants, and Pampers offers promotions online and in physical stores throughout the year.
Volume sales of nappies/diapers/pants are set to decline over the forecast period, due to the declining birth rate and fairly static population of babies and toddlers over the forecast period. Furthermore, other trends, such as washable nappies/diapers, are likely to have a smaller impact on volume sales, as Dutch parents still largely prefer the convenience of disposable nappies/diapers/pants.
The introduction of the hybrid Pampers Harmonie nappies/diapers/pants with a washable element and a disposable part, is likely to be successful, as Dutch consumers’ overall satisfaction was high amongst those who tested the product. The lingering question is whether more brands will follow with similar products, and if so, whether consumers will switch to these new hybrid products.
The trend towards natural and environmentally-friendly nappies/diapers/pants is not expected to fade, as more consumers are expected to place importance on these products. The fact that small brands led this trend, and are available online and now also in some physical stores, will continue to put pressure on big brands to innovate and offer better products.
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