Home seclusion and declining birth rates continue to impact demand for nappies/diapers/pants in Chile, a category that registered its second consecutive year of decline in retail volume terms following stagnation in 2019. Despite the stockpiling experienced at the beginning of the pandemic, overall demand quickly returned to regular levels as families had to practice social distancing to protect their babies’ health, and nappy/diaper usage was lower with parents starting to toilet train their children at an increasingly young age, a trend which was supported by home seclusion.
As the only category that managed to grow in value terms and record positive demand in 2020 at the height of the pandemic, disposable pants presents some very specific features. This format is generally used when parents are attempting to toilet train their young children.
Sustainable products are also gaining in popularity within nappies/diapers/pants. Price has historically been a barrier for these products, which aim to reduce the category’s impact on the environment through the use of alternative fibres such as bamboo.
The decreasing birth rate will continue to affect demand for nappies/diapers in Chile over the forecast period. Lifestyle trends related to achieving career success and financial independence before having children will continue to limit the growth potential for the category.
With consumers having to multitask between parenthood and the home office, disposable pants is set to remain an attractive option for busy parents over the forecast period. The convenience related to the changing procedure offers a strong value proposal and, as an increasing number of players enter this space, greater availability and competition will bring different features including affordability, which will increase consumer awareness and purchases.
Despite having suffered during the economic crisis as a result of the pandemic, local consumers are increasingly paying attention to the quality of these products in addition to price. Already being a category prone to offering premium products, Chilean parents are searching for nappies/diapers that will enable their babies, and therefore, themselves, a comfortable night’s sleep.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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