Nappies/Diapers/Pants in Uruguay

PRE-COVID-19 PERFORMANCE

Polarisation expected between high-end and economy options, to balance falling birth rate

The birth rate in Uruguay continued to decline in 2019, following the same trend previously seen and that which is expected to continue over the forecast period. There is a direct correlation between the numbers of babies born and the volume sale of nappies/diapers/pants, thus restricting growth in the category.

Opportunities seen for developments in new born nappies/pants due to higher spend per consumer

Opportunities were identified for new born nappies/diapers in 2019. Although nappies/diapers/pants are typically more expensive than new born variants, new born nappies/diapers lend themselves well to premium versions.

Top three brands maintain places as players link up with children’s charities

Industria Papelera Uruguay Sociedad Anónima continued to lead in company terms in 2019, with over half of the total value share. This is thanks to the player’s top BabySec brand, which also holds over half of the value share in brand terms in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to decline by just 4% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 6% 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

The drivers in nappies/diapers/pants are in direct relation to the population size of the consumer group it serves, namely infants. A declining birth rate therefore contributes to a decline in volume sales.

Recovery and opportunities

The biggest opportunities lie in polarisation between the higher-end and economy segments. Namely, there is great scope for innovation in new born nappies/diapers, as discussed above in the trends.

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