Nappies/diapers/pants recorded another weak performance in 2021. Demand for these products was already subdued prior to the pandemic due to the falling birth rate in Hong Kong.
In comparison to nappies/diapers, disposable pants had a stronger performance, albeit still recording low retail volume declines. Many parents took the prolonged time spent at home during the pandemic to start toilet training their young children due to the “hands-on” role and patience required to accomplish this task, whilst disposable pants foster a sense of independence for the toddler.
Despite the slowing sales across nappies/diapers/pants towards the end of the review period, demand for these products through e-commerce continued to grow in 2021. This trend was undoubtedly accelerated by the pandemic, with local parents attracted to the convenience and perceived safety of shopping online and having their often bulky orders delivered to their homes due to fears of contagion by visiting large stores such as supermarkets, in addition to competitive online prices.
Demand for nappies/pants is predicted to further decline over the forecast period in line with changing demographic trends such as the falling birth rate in Hong Kong, driven by younger generations placing a priority on careers and marrying and starting families later. However, the declines will be much slower compared to 2020/2021, as the borders to the country reopen and restrictions relax, leading to pent-up demand from Mainland China and tourism in general.
Local consumers of nappies/diapers/pants over the forecast period will mainly consist of the next generation of parents, namely millennials. These consumers are much more environmentally-conscious with their purchasing decisions reflecting their personal values.
A Hong Kong start-up has launched its concept of “smart diapers”. While Pampers introduced the idea of embedding sensors in a nappy/diaper (Lumi by Pampers) in 2020, local start-up Wonderkin, has made this product line under the name Wondermom, available in Hong Kong.
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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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