Overall nappies/diapers/pants registered positive growth in 2021, however, while nappies/diapers registered declining sales, it was disposable pants that was driving the bulk of the growth. The category continues to be impacted by a declining birth rate in the country.
In 2021, consumers continued to look for products that offered better absorbency while remaining dry on the surface, reduced odour and materials that do not cause irritation to the baby’s skin. They continue to prefer products that offer a snug fit, thereby reducing discomfort and preventing leakages.
Unicharm Corp leads the nappies/diapers/pants category in Thailand. In 2020, Unicharm introduced its Moony brand of diapers to the Thai market.
The declining birth rate in Thailand is expected to continue posing a threat to the growth of nappies//diapers/pants in Thailand. Despite being an emerging economy, Thailand is facing demographic headwinds akin to more developed economies.
Nappies/diapers/pants is projected to record healthy positive growth rates over the forecast period. However, this will be solely attributable to disposable pants, which will contribute all of the value and volume gains made in the overall category over the forecast period.
The right pricing strategy and affordability will continue to remain key to growth in Thailand. Parents are expected to look for affordable options that allow them to easily make repeat purchases.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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