Although the pandemic has not, generally, resulted in any major fluctuations in the sales and performances in the nappies/diapers/pants category in Taiwan, a COVID-19 outbreak in May 2021 did see a period of extended semi-lockdown introduced to try and contain the spread of the virus. Although the local government never forced Taiwanese consumers to stay at home, more families, especially those with younger children, tried to stay at home or work from home as much as possible during this period.
As in other tissue and hygiene categories, one of the most marked effects of COVID-19 on retail sales of nappies/diapers/pants has been the very strong share gains made by the e-commerce channel in both 2020 and 2021. Even though the pandemic was regarded as having been kept relatively well under control in Taiwan in 2021, consumers were still tending to be more cautious than usual with regard to personal health and going out less in public, leading to dynamic growth for online sales.
The sales gap between Procter & Gamble Taiwan and United Charm continued to narrow in nappies/diapers/pants in Taiwan in 2021. Although Procter & Gamble continues to lead nappies/diaper/pants with its Pampers brand, United Charm’s Mamypoko has been gaining ground over the review period as it launches more models at more attractive prices.
Given that the birth rate in Taiwan will remain at a low level between 2021 and 2026, this will see the performance of nappies/diapers remain at similar levels to 2021 throughout the forecast period, with slight annual declines in volume terms and modest year-on-year growth rates in current value terms. As a result, premiumisation aimed at driving value growth will again be the focus for producers.
Over the forecast period, overall nappies/diapers/pants is expected to record declining demand due to decreasing sales of newborn items and standard formats, while junior nappies/diapers will record positive growth, as this category is seen as offering a more affordable option compared with disposable pants. However, disposable pants will continue to record the most impressive performance over the forecast period, with higher volume and value CAGRs than those seen over the review period.
International players will remain the dominant players in nappies/diapers/pants in Taiwan. Most international players tend to emphasise their exclusive qualities, such as greater absorbency or leakage prevention, as well as thinner and more comfortable design.
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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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