Nappies/diapers/pants recorded a recovery in 2021 in terms of both retail volume sales and retail current value sales. Despite losing momentum in 2020 due to the COVID-19 pandemic lifestyle changes and economic downturn, sales picked up in 2021 as consumers return to normal shopping patterns.
Despite carrying a higher-than-average unit price compared to nappies/diapers, particularly the junior segment, demand for disposable pants continued to grow in 2021 as parents appreciate the convenience and durability that these products offer their young children as they begin to become more active and mobile from five months onwards, while they also support potty training efforts with toddlers, fostering a greater sense of independence. Disposable pants continued to dominate retail volume and retail current value sales of nappies/diapers/pants in 2021 and demonstrated strong retail volume growth compared to nappies/diapers in 2021.
In 2021, the gap between leading player Uni-Charm and second-placed Softex became even smaller. While Umi-Charm’s Mamy Poko brand saw volume and value shares decline in 2021, Softex’s Sweety brand recorded an increase in volume and value share.
Nappies/diapers/pants is expected to demonstrate noticeable retail volume and current value growth over the forecast period. There is much potential for growth in per capita consumption of nappies/diapers/pants, even though population growth in Indonesia is slowing down.
Over the forecast period, disposable pants is expected to record the most dynamic growth in Indonesia as the product continues to increase its penetration in the country. In response to the growing acceptance of disposable pants in Indonesia, as consumers gradually move away from more traditional products, manufacturers in the country are expected to engage more heavily in product development and product launches in the coming years.
As consumers in Indonesia gradually move away from traditional products and towards products such as disposable pants, the leading players in nappies/diapers/pants are expected to continue to run marketing activities and promotional campaigns with a focus on developing brand awareness in the country. Now that the category is becoming more established, brand awareness will start to become more important to players in this category as they compete for higher volume sales over the forecast period.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Nappies/Diapers/Pants industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See All of Our DefinitionsThis report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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