Nappies/Diapers/Pants in the Philippines

PRE-COVID-19 PERFORMANCE

Infant population continues to growth with consumers showing appreciation for the convenience of disposable nappies/diapers/pants

Babies and infants continue to account for a considerable part of the Philippine population, and this combined with economic growth and rising incomes continued to support strong growth in sales of nappies/diapers/pants in 2019. In addition, the category continues to evolve and become more complex as awareness of the range of products available expands.

E-commerce on the rise as retailers use promotions to entice sales

Although growing from a low base, e-commerce continued to see significant gains in 2019 with consumers embracing the world of online shopping. A key factor in this trend was the growing number of price discounts and promotions becoming available, with many parents in the Philippines being price conscious.

EQ and Pampers top sales in 2019 with widespread promotions attracting interest

Local player JS Unitrade Merchandise Inc continued to lead the category with its EQ brand in 2019. The company sees strong sales mainly thanks to its more affordable price points compared to multinational brands such as Huggies, Pampers, Drypers and Mamy Poko.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 5% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 6% 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

Growth is largely being dictated by other factors such as population growth and the need for convenience with COVID-19 not expected to have a significant impact on sales. Products targeting older infants including junior nappies/diapers and disposable pants are expected to remain the most dynamic with these helping children and parents during potty training.

Recovery and opportunities

The convenience of nappies/diapers/pants is likely to ensure the category continues to see healthy growth over the forecast period, even if the economy comes under pressure. Time-pressed parents often do not have time for cleaning reusable cloth nappies and as such sales of disposable nappies/diapers/pants should remain strong.

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