In 2021, nappies/diapers/pants presented only slow growth in retail volume terms, with much higher single-digit retail current value growth. Amongst the categories, disposable pants continued to show the strongest performance, with double-digit growth in both retail current value and volume terms, considering that growth was coming from a small sales base.
As inflation strongly affected purchasing decisions in 2021, price became an even more important driver, and this was related to channel distribution. Thus, warehouse clubs saw value sales and share growth, whilst supermarkets and hypermarkets saw share declines.
In 2021, supply chain disruptions continued to affect several categories within tissue and hygiene, and specifically nappies/diapers/pants. Some factors were decisive in this regard, such as the appreciation of the dollar against the real and the increase in pulp costs on a global scale.
In 2021, launches within nappies/diapers/pants saw the use of licensing, and the development of products with natural ingredients. For instance, these features improved brand awareness in relation to specific licensed brands for children, and product quality.
Disposable pants continued to see high double-digit growth in 2021, which was also leveraged by price increases by several players in the category. The forecast period is also projected to see a strong performance, highlighting opportunities for new products.
Several product categories were affected by a period of high inflation in 2021, which put a brake on retail consumption and led to the search for cheaper options in most distribution channels. Mainly amongst consumers with lower purchasing power, rising prices were alarming, especially throughout the second half of 2021.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
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