Nappies/diapers/pants recorded a 5% current value decline in 2020; however, 2019 also recorded a decline for the category, while the volume decline in 2020 improves slightly compared to the previous year.
COVID-19 increased price-sensitivity in the country, with many consumers out of work and others not working. As such, financial insecurity was high, and consumers had to rework and adapt their disposable incomes.
Procter & Gamble continued to lead the landscape in 2020, offering Pampers, while Kimberly-Clark with Huggies remained in second place. Essity with Libero maintained its third-place position, with all of the three leading players benefiting from their balanced product portfolios and huge marketing and financial resources, which enabled them to maintain strong promotions and positions despite the outbreak of COVID-19 in the country.
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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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