The impact of COVID-19 has been relatively limited on this category given the essential nature of such products. The rate of decline was slightly slower in 2020 than seen in the previous three years with it slowing further in 2021.
Like in the review period, disposable pants will record the best performance in both retail volume and current value terms in 2021, seeing even stronger results than in the previous year. This is because disposable pants are seen as a more convenient alternative than nappies/diapers and have become more affordable over the years, encouraging more consumers to choose these products over nappies/diapers.
Consumers’ purchasing decisions are often affected by what they read in the media. For instance, the arts and entertainment retailer 60 Millions de Consommateurs regularly publishes a ranking of the “cleanest” nappies/diapers.
In 2022, nappies/diapers/pants is set to return to positive retail value growth thanks to the growth in disposable pants accelerating and the decline in nappies/diapers decelerating. However, overall category growth is likely to remain minimal throughout the forecast period due to the low birth rate and the transference of sales from one category to another (rather than out of or into the overall category).
In terms of expected new product developments, the “cleaner”, more ecological trend is likely to be the main areas of focus. Consumers are becoming increasingly aware of health and environmental problems and are thus increasingly seeking out certain claims, like green, natural, free from perfumes, on the product labels.
Like in the review period, disposable pants will remain the category with the greatest potential. Parents are set to increasingly switching from nappies/diapers to disposable pants, especially during the day, thanks to the product’s convenient and greater comfort for their young children.
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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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