Nappies/Diapers/Pants in the United Kingdom

PROSPECTS

Nappies/diapers/pants continues its decline

Nappies/diapers/pants in the UK continued its year-on-year current value decline in 2018. The falling birth rate was a major factor contributing to this decline, as volume sales of nappies were directly negatively affected.

Discounters continues to grow in popularity

Discounters is becoming an important channel for UK parents to purchase nappies/diapers/pants. Discounters are now amongst the strongest sellers of nappies in volume terms, with the Mamia line from Aldi holding second position in the brand ranking in the UK.

New born and junior nappies/diapers are expected to record steep declines

New born nappies/diapers is expected to record the steepest current value decline over the forecast period. The falling birth rate in the UK is already having a direct impact on volume sales, which, partnered with falling unit prices in the UK, will cause a steep decline.

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead nappies/diapers/pants in the UK

Procter & Gamble with its Pampers brand maintained a strong lead in nappies/diapers/pants in the UK in both retail volume and value terms in 2018. The company benefits from the large range of sizes and products it offers.

Private label gains importance

Private label nappies/diapers/pants are recording good growth in the UK, with Aldi’s Mamia line being second in the brand ranking in the UK in volume terms, and third in value terms. Mamia was awarded the best nappy in the UK in 2018 for the fifth year in a row.

Organic is set to become more important as environmental concerns intensify

Disposable nappies are said to account for 3% of all UK household waste, which has led the government to consider them in a future plan to “tackle waste better”. Therefore, organic and sustainable nappy brands are expected to expand further, although they remained small in 2018.

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