Demand for nappies/diapers are set to generate almost all volume sales in 2021; disposable pants are a relatively new product group and are perceived by most consumers as less essential. Growth in the total category is therefore being driven by nappies/diapers, and volume demand has remained positive in 2021, broadly in line with historic trends seen over the review period.
Price inflation for nappies/diapers has been exceptionally high, with price growth in real terms of close to 10% in 2021; this follows even stronger price growth in 2020. This trend is a direct result of the problems of the pandemic and their impact on supply lines.
Historically, economic upheaval and the type of difficulties created by the pandemic would be a bad time to enter the category. However, the leap in average prices – which are likely to increase if the government, as expected, re-imposes higher import duties – has opened the door for cheaper products and their producers.
Nappies/diapers are set to demonstrate strong growth over the forecast period. This will largely be driven by solid birth rates, supported by a recovery GDP that should help rebuild purchasing power.
In volume terms, sales of new born nappies/diapers are set to generate the strongest growth within this set of products over the forecast period; these the largest part of the category, and the most important for most consumers. As the consumer base widens, use of these products will strengthen.
Disposable pants are set to generate the strongest volume growth within the total category, albeit with rates exaggerated by their emergence form a lower base. Improving retail availability will be the main driver of this, although sales are overwhelmingly set to be generated by urban consumers.
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Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See All of Our DefinitionsThis report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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