Nappies/Diapers/Pants in the United Kingdom

PRE-COVID-19 PERFORMANCE

Falling birth rate, lower prices and later raising of children hamper growth

Current value sales of nappies/diapers/pants continued to fall in the UK in 2019, despite seeing volume growth. This was due to falling prices.

Disposable pants performs well, but standard nappies/diapers suffers from the move to reusable options

Disposable pants was the only category to see current value growth within nappies/diapers/pants in 2019, and is expected to continue to see a strong performance. As parents lead faster-paced lives, many are forced to delay potty training their children, which therefore requires them to stay in nappies/diapers/pants for longer.

Procter & Gamble maintains its lead but private label extends its share due to price-conscious consumers

Procter & Gamble maintained its lead in nappies/diapers/pants in value terms in 2019. It benefits from the high recognisability of its Pampers brand.

2020 AND BEYOND

COVID-19 impact

Nappies/diapers/pants is expected to see 2% growth in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is a strong improvement on the 2% decline 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

Although sales of nappies/diapers/pants are expected to rise across all categories in 2020, due to the impact of COVID-19, consumers are expected to remain loyal to the product types they normally purchase, with little change in the format used due to the virus. Disposable pants is expected to continue to see by far the strongest performance, as consumers look for convenience and aim to help their children with potty training.

Recovery and opportunities

COVID-19 is expected to boost growth during 2020, but this effect is expected to be short-lived, as consumers return to more normal purchasing patterns from 2021. From this year, new born and standard nappies/diapers/pants are expected to return to current value decline, and will be the only two categories expected to register current value declines.

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