Nappies/Diapers/Pants in Venezuela

PROSPECTS

Per capita use of nappies/diapers/pants decreased in review period

Per capita usage of nappies/diapers/pants in Venezuela amongst children aged 0-36 months is lower compared with usage in North America and Western Europe, at 126 units per person in 2017. The use of nappies/diapers/pants decreased compared with 2012 due to the lack of foreign currency to import raw materials and finished products.

Ecological nappies/diapers emerge as a solution for increasing shortage

Ecological nappies/diapers are an option in the face of scarcity. Many informal manufacturers are producing this type of product.

Lacks of pants accelerates potty training

The average age for potty training in Venezuela is 2-3 years old. In the past low-income parents tended to start their children’s potty training early in order to economise, but now all segments in Venezuela have adopted this habit since disposable pants ceased to be available in the country when the only supplier (Kimberly-Clark Venezuela) stopped importing the products in 2014 to focus on the essential category of nappies/diapers and then left the marketplace in 2016.

COMPETITIVE LANDSCAPE

Procter & Gamble de Venezuela (Pampers) leads nappies/diapers/pants in 2017

Pampers is well recognised in Venezuela, symbolising tradition and high quality. The price-value relationship has been positive for this international brand, and now even more so, due to price regulation, which equalises the prices of all products, regardless of brand and features.

Regulated prices constrain premium product performance

Since the Law of Fair Costs and Prices was established in 2012, companies have started to compete to maintain their shares within tissue and hygiene, rather than competing to offer product differentiation in terms of added value. Due to regulated prices, all brands of nappies/diapers/pants have to charge the same price for products of the same size.

International brands dominate nappies/diapers/pants

Despite a lack of foreign currency and restrictions on the import process, multinationals are continuing to develop, and, according to a trade source, they have built traditional brands in the country. Procter & Gamble de Venezuela’s strong participation guarantees the dominance of international manufacturers in nappies/diapers/pants.

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