Just Published: "Nappies/Diapers/Pants in the US"

Volume sales of nappies/diapers/pants increased again in 2014, the second year in a row after five years of declining volumes. It seems that the recession had such severe consequences for some families that even nappies/diapers became unaffordable. Despite improvements in the economy, a study carried out by the official journal of the American Academy of Pediatrics suggests that nearly 30% of mothers still struggled to afford nappies/diapers in 2013, and that this rate was higher during the recession. The 1% retail volume growth seen in 2014 is perhaps a sign that nappies/diapers are returning as a more universally accessible product to the American consumer.

Competitive Landscape

Procter & Gamble, owner of popular brands Pampers and Luvs, continues to lead the category, with 43% of value. 2014 saw an increase in category share for Procter & Gamble, up from 41% in 2013. Value growth for Procter & Gamble was a significant 7% in 2014. This increase in value came after a November 2013 announcement that Procter & Gamble’s brands Pampers and Luvs would see unit price increases of 5% and 7%, respectively.

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Industry Prospects

The volume CAGR for all categories within nappies/diapers/pants is expected to be between zero and 1% for the 2014-2019 forecast period. This is a positive development compared with the review period which saw an annual average decline of 1% in volume. Disposable pants saw the poorest volume performance over the review period with a 3% annual average decline, but this category is expected to rebound with slight volume growth in the forecast period. The average unit price is expected to see a CAGR of less than 1% in constant value terms, while constant value is expected to see a CAGR of slightly over 1% for the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in USA 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 USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in USA market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth  
* Robust and transparent market research methodology, conducted in-country

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