Nappies/Diapers/Pants in the Philippines

2021 DEVELOPMENTS

Volume sales continue to grow with pandemic having little impact

Although the efforts to stem the spread of COVID-19 have significantly changed consumer lifestyles, they did not have a major impact on the frequency of usage of nappies/diapers/pants in the Philippines. Although the country’s birth rate is slowing, it is still at a relatively high level.

Parents shift to e-commerce for convenience and safety reasons during lockdown

The nascent shift to e-commerce in nappies/diapers/pants was given further momentum rather than caused by COVID-19 during the pandemic. However, the spread of the virus did help drive strong growth for e-commerce in both 2020 and 2021.

Leading players introduce new variants with improved features to lure consumers

While there have been no radical innovations in the category in recent times, companies continue to try and sustain interest in their brands by introducing new variants with improved features. This saw Procter & Gamble introduce its Pampers Pants Rash Shield with Lotion with Aloe in mid-2021.

PROSPECTS AND OPPORTUNITIES

Potty training benefits will help disposable pants to post the fastest sales growth

Nappies/diapers/pants is projected to continue to post positive volume and current value growth rates over the forecast period. As in the review period, the convenience of disposable nappies/diapers/pants is likely to ensure healthy sales growth over the forecast period, despite a tough economic climate at the start of it.

Reusable/rewashable nappies will remain a niche because of lack of convenience

While the use of disposable nappies/diapers has been expanding strongly in regional cities, rather than simply being concentrated in key urban areas like Metro Manila, cloth nappies/diapers, either traditional “lampin” or more modern washable cloths, continue to offer economic alternatives to parents, particularly after the economic impact of COVID-19. Local associations also actively promote the use of cloth nappies/diapers by highlighting their environmental, economic and other benefits for mother and baby.

Reluctance to start a family in the time of COVID-19 set to slow volume growth potential in the short term

It was thought that some couples were likely to postpone starting a family until the COVID-19 vaccination programme had been widely rolled out, given visits to a doctor’s surgery or hospital were often not as routine an event as in the pre-pandemic period. Restrictions and infection fears were likely to make consultations with paediatricians and gynaecologists more challenging.