Nappies/Diapers/Pants in the US

PROSPECTS

Marginal uptick in value sales

Although the US birth rate was static in 2018, nappies/diapers was still recovering from the strong dip in the birth rate in 2017. 2018 saw a better current value performance compared with the previous two years, indicating the start of recovery.

Disposable pants continues to grow

Whilst overall nappies/diapers/pants struggled to achieve growth in 2018, disposable pants enjoyed a rising trend in volume and current value terms. Historically, training pants were often an optional transition between nappies/diapers and underpants during potty-training.

Natural players leverage internet retailing

There is a huge shift in consumer preference towards organic and natural products in nappies/diapers/pants. Infants’ skin is often sensitive, which has made parents increasingly concerned about the ingredients in nappies/diapers/pants, as they touch their children’s skin.

COMPETITIVE LANDSCAPE

Premium brands and private label

In 2018, The Procter & Gamble Co and Kimberly-Clark still led nappies/diapers/pants in value terms. However, both players were challenged by the rise of the premium segment and private label.

Amazon increases its portfolio

After Amazon Elements nappies/diapers were unsuccessful in 2015, Amazon quietly re-entered the category for the second time with its Mama Bear private label line in 2017. Mama Bear sells nappies/diapers in various sizes and ships free to Prime members.

Launch of Pampers Pure Protection

In early 2018, The Procter and Gamble Co. rolled out its new Pampers Pure Protection line of baby diapers and pants.

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