Nappies/Diapers/Pants in Uruguay

PROSPECTS

Consumers search for cheaper nappies/diapers/pants

In more stable economic years, local consumers used to purchase nappies/diapers/pants with quality in mind. However, with increasing inflation, the unit price of these products continued to rise over the review period.

Decrease in birth rate negatively impacts sales

Throughout the review period, the birth rate in Uruguay declined with local families shrinking in size compared with a decade ago. This decline is negatively impacting demand for nappies/diapers/pants leading to declining volume sales.

COMPETITIVE LANDSCAPE

Industria Papelera Uruguay Sociedad Anónima dominates nappies/diapers/pants

Industria Papelera Uruguay Sociedad Anónima strengthened its lead of nappies/diapers/pants in 2018, gaining further value share. The company offers the leading brand BabySec ahead of globally-known brands Huggies and Pampers, as its product carries a higher unit price, especially for its new born nappies/diapers.

Leading players compete for decreasing sales

With declining volume sales due to the continuing drop in the birth rate and increasing unit prices, companies must find ways to effectively compete for share of this category. The leading players have the budgets to advertise their products across different media, so their brands are top of mind with consumers.

Limited competition beyond three leaders

The leading companies, with their BabySec, Huggies and Pampers brands compete against each other closely in Uruguay. However, beyond these leaders, there is limited competition from smaller players.

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