Recently released market study: Nappies/Diapers/Pants in the United Kingdom

Value growth in nappies/diapers/pants was subdued in 2013 following the withdrawal of several products under the Huggies brand, which consolidated the competitive environment in nappies/diapers/pants in the UK. This also opened up a substantial amount of value sales in the category, which led to the leading player Pampers and private label competing for to assume control of these value sales during the year. The effect of this was to increase the proportion of value sales in the category accounted for by private label, which suppressed value growth in the category. As a result, during 2013, nappies/diapers/pants in the UK recorded its lowest rate of growth for four years, despite the fact that the country is in the midst of its strongest baby boom since 1972.

Competitive Landscape

Procter & Gamble's Pampers remained the strongest brand in nappies/diapers/pants in 2013. Pampers' value share in the category increased substantially during 2013 as it gained five percentage points to reach 54% in 2013. As the only other major well-known brand within nappies/diapers/pants, Pampers benefitted from the fallout of the partial withdrawal of the Huggies brand in 2013. Pampers now has a very strong position in nappies/diapers/pants in the UK, with the remaining 46% of the category's value sales spread between private label and much smaller brands.

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Industry Prospects

Nappies/diapers/pants is expected to experience stronger volume growth over the forecast period as the relatively high birth rate in the UK is aiding expansion in demand. With birth rates in 2013 at a record high since 1972, the UK's higher baby population bodes well for the manufacturers active in nappies/diapers/pants in this category. In spite of this, however, the strong private label presence in the category, especially since the withdrawal of many Huggies products from the category and the resultant decline in the availability of branded nappies/diapers are set to mean that value growth in the category will remain minimal during the forecast period, increasing at a CAGR of 2% in constant 2013 terms. Volume growth in the category, meanwhile, is expected to increase at a CAGR of 1%.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in United Kingdom with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in United Kingdom, our research will save you time and money while empowering you to make informed, profitable decisions.



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