Nappies/Diapers/Pants in the Netherlands

PRE-COVID-19 PERFORMANCE

Increased employment and later potty training fuel volume sales despite a lower birth rate

Despite the birth rate continuing to fall in the Netherlands in 2019, volume sales of nappies/diapers/pants continued to grow. The trend was considerably influenced by the female working ratio in the country.

Manufacturers focus on bio-based nappies/diapers and recycling technology

Due to the increasing attention paid to sustainability, interest in washable nappies/diapers has grown in the Netherlands. While this was a limiting factor for the growth of nappies/diapers/pants in 2019, many parents who lead busy lives continued to value the convenience of disposable products.

Innovation keeps Pampers at the top

Procter & Gamble Nederland BV remained the leading player in nappies/diapers/pants in 2019, with its Pampers brand. Despite the competition from other popular brands and private label, the company increased its value share further in 2019, taking share from brands such as Huggies and Libero.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are expected to grow by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. Due to rounding, the growth rate is slightly faster than the 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Whereas in 2019 disposable pants saw faster growth than nappies/diapers, for reasons such as convenience, brand promotions and working parents delaying potty training until a later stage, in 2020 the situation is forecast to be reversed, at least in volume terms. As parents are mainly at home with their children due to the COVID-19 pandemic, more nappy changes are required, which implies an extra cost.

Recovery and opportunities

Over the forecast period, the birth rate and therefore the population aged 0-3 are expected to return to positive growth rates in the Netherlands, having declined throughout the review period. This will have a strong, positive effect on the growth rates of nappies/diapers/pants, much more so than COVID-19 which is not expected to have a long-term effect on sales performance.

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