Nappies/Diapers/Pants in Ireland - New Market Report

Procter & Gamble’s Pampers brand still has a strong lead in nappies/diapers/pants, and is a long way from losing this position. However, 2014 saw consumer confidence lean towards private label products. Even during the economic recession consumers were resistant to buying private label nappies/diapers/pants, as they were traditionally thought to be low quality, causing leaks, rashes and needing to be changed more often. In 2014 there was a shift of confidence. It only takes a consumer to Google "nappies/diapers/pants quality" to see numerous reviews detailing all the brands of nappies/diapers/pants available in Ireland and how they perform against each other. New Irish parents are less interested in status when buying nappies/diapers/pants, but in the quality of the product. A good product can ensure a good night’s sleep, and this is worth more than money can buy to parents. Unfortunately for Pampers, it does not fare well in these reviews. In particular, the quality of the multipack nappies/diapers/pants (often on special offer in boxes) has been found to be lower quality.

Full Report Details at
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Competitive Landscape

Pampers led brand sales in nappies/diapers/pants in 2014. It has maintained the confidence of consumers for decades, and an inclination to change long term is still not evident. Consumers often try new brands, but the share of Pampers continues to lead with an increase of one percentage point in 2014.

Industry Prospects

Discounters are expected to benefit from the performance of nappies/diapers/pants in the forecast period. With a three percentage point increase for both Aldi and Lidl in the review period, this is expected to continue, with even greater growth anticipated. Private label is expected to perform well, with Tesco doubling its share to 10% over the review period, and expected to continue this rate of growth over the forecast period.

Report Overview

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

The Nappies/Diapers/Pants in Ireland 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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