Constant value sales of nappies/diapers/pants are forecast to decline during both 2025 and the forecast period as a whole. The number of babies peaked in 2024 and set to gradually decline during the forecast period.
Distribution will gradually shift from traditional markets to modern retail formats over the forecast period. At the moment, traditional markets account for around 40% of retail sales, but while bazaars remain deeply ingrained in local shopping culture due to their affordability and familiarity, the convenience and product variety offered by modern retail formats and – to a lesser extent – e-commerce are attracting a growing number of consumers.
Innovations in nappies/diapers/pants remains somewhat constrained by the relatively low purchasing power of local households. However, some Chinese brands, which are reportedly manufacturing diapers using Japanese technology, have the potential to introduce innovations and fresh experiences, appealing to consumers seeking affordable yet high-quality alternatives to traditional products.
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Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsThis report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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