NAPPIES/DIAPERS/PANTS IN LATIN AMERICA

August 2019
INTRODUCTION
REGIONAL OVERVIEW
LEADING COMPANIES AND BRANDS
FORECAST PROJECTIONS
COUNTRY SNAPSHOTS
INTRODUCTION

Scope

Disclaimer
Much of the information in this
briefing is of a statistical nature and,
while every attempt has been made
to ensure accuracy and reliability,
Euromonitor International cannot be
held responsible for omissions or
errors.
Figures in tables and analyses are
calculated from unrounded data and
may not sum. Analyses found in the
briefings may not totally reflect the
companies’ opinions, reader
discretion is advised.
Latin America is seeing
growth in sales of
nappies/diapers/pants, although
a number of markets are still
impacted by economic
headwinds and cautious
consumer sentiment and
spending. Per capita
consumption in the region is
still generally below that in more
developed markets, but levels of
consumption are reaching high
levels in key markets like Brazil
and Mexico, raising the risk of
commoditisation and putting
more focus on innovation in
both the premium and affordable
segments.

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INTRODUCTION

Key findings

Growth in the region, Latin America overall is seeing growth in sales of nappies/diapers/pants, albeit
despite challenges modest, due to macroeconomic and lifestyle challenges. Given already high per
capita consumption, category growth is likely to be negatively affected by the
decline in birth rates and women’s focus on professional development.
Disposable pants have Disposable pants are yet to gain a significant presence in Latin American
room to increase sales households. Brazil is the only market with a notable level of sales, as
manufacturers, including new entrants, have sought to offer affordable products.
Key companies tend to Procter & Gamble and Kimberly-Clark lead the region, and largely determine the
set the direction of competitive environment and pricing, with private label experiencing limited growth
innovation and price due to consumers’ preference for trusted brands. Regional players continue to be
dynamics active across price segments, and more affordable products are appearing even in
high-value categories like pants.
Per capita consumption While birth rates are decreasing across the region, consumers are expected to
is rising even while birth spend more on nappies/diapers/pants, due to improved economic conditions in
rates decline markets like Brazil, as well as still relatively low per capita consumption, leaving
room for organic growth. However, Brazil and Mexico are reaching levels of per
capita consumption similar to developed markets, leading to the risk of
commoditisation and calling for meaningful innovation to drive growth.
Opportunities for Expansion of e-tailers like Amazon, coupled with a push by supermarkets and
expansion by online hypermarkets to expand into online retail, and better consumer access to mobile
retailers technology, has started changing the retailing landscape in the region, particularly
in countries with infrastructure to support online sales, like Mexico.

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INTRODUCTION
REGIONAL OVERVIEW
LEADING COMPANIES AND BRANDS
FORECAST PROJECTIONS
COUNTRY SNAPSHOTS
REGIONAL OVERVIEW

Modest growth in Latin America over 2013-2018 period

▪ Latin America experienced a 1%

CAGR in value terms over 2013-
2018, adding USD280 million in
incremental sales.
▪ Challenges such as macro-
economic headwinds, high costs of
raw materials and declining birth
rates have slowed category growth
in this region, but increased per
capita consumption and a
consumer preference for higher
quality products in key markets like
Brazil and Mexico suggest that
sales will see a positive trajectory
in the near future.
▪ Asia Pacific continues to lead
growth in the
nappies/diapers/pants category,
due to still low per capita
consumption, coupled with healthy
GPD growth, rising incomes and
increasing populations.

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REGIONAL OVERVIEW

Continued recovery after brief decline

▪ Year-on-year growth is projected

to accelerate in the short term,
having reached a low point in
2016, which was mainly due to
economic downturns in key
markets like Brazil. The retail value
of nappies/diapers/pants is
forecast to surpass USD8 billion by
2023.
▪ Consumer preferences for higher
quality features (eg elastic closures
and softer materials) and
increasing consumer confidence
should help sales, with innovations
in disposable pants products and
online retailing having the potential
to impact long-term category
growth.
▪ Brazil and Mexico are expected to
reach levels of per capita
consumption similar to those in
developed regions within the next
five years.

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REGIONAL OVERVIEW

Open nappy/diaper format dominates in the region

▪ Open format nappies/diapers continue

to be much more popular than
disposable pants in Latin America.
▪ Only Mexico and Brazil have a
notable market for pants, but
diaper/nappy sales still remain
significantly larger than pants sales in
those two countries. High price points,
and limited product availability and
product awareness remain among the
key factors behind the still low
adoption of the pant format in the
region.
▪ Smaller markets, in absolute value
and volume terms, like Costa Rica,
still have room to grow, with per capita
(ages 0-3 years old) consumption in
Costa Rica at 549 units, below that of
Brazil and Mexico. The majority of
sales also still come from open
nappies/diapers, while sales of pants
in Costa Rica remain small.

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REGIONAL OVERVIEW

New products and evolving retailing landscape will support demand

▪ Sales of disposable pants grew fastest in Brazil

over 2013-2018, where manufacturers invested
in category development, including the entry of
new players such as Melhoramentos Papéis,
with more affordably priced pants (albeit still
more expensive than regular nappies/diapers).
▪ In Peru, innovations included Huggies Active
Sec Perfect Fit, a more affordable version of its
2017 launch Huggies Natural Care Perfect Fit.
Procter & Gamble launched Pampers Comfort
Sec Pants. While Peruvian parents seek out
better quality products, they also seek to
maximise value for money by opting for larger
package sizes.
▪ In Mexico, Amazon offers its well-known
Amazon Family programme to Prime members,
with special promotions and discounts of up to
10% on nappies/diapers, baby food and formula.
Also, hypermarkets and supermarkets continue
to increase their online sales, and often offer
special promotions for baby products. While
overall growth has been slow, the category
continues to grow.

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REGIONAL OVERVIEW

Brazil dominates growth in disposable pants

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REGIONAL OVERVIEW

Investment in pants to support category adoption in the region

▪ Disposable pants recorded overall positive growth in Latin America over the review period, with the most
significant growth occurring in Brazil. Promotional activities, product innovation across both the premium
and value segments, and strategic marketing of pants to a wider age range have contributed to this positive
growth.
▪ In Colombia – which has among the lowest per capita consumption of pants – the industry has been
making efforts to educate consumers and expand product offerings. In Colombia, parents tend to
accelerate the potty training stage to avoid buying a product that is still considered burdensome financially,
despite rising incomes. Additionally, it appears that the fault is not with the pant format itself, which is seen
as convenient and appreciated by parents, but with how pants were promoted as being just for older
children in the potty training stage. Pequeñín, the leading brand from Productos Familia Sancela, identified
the potential interest in the market and launched Pequeñín Baby Pants for the junior phase, or when babies
are becoming more active. The brand offers a new well-fitting design to prevent leaks, drips and slipping
down – key concerns of parents when using disposable pants. Innovation led to a stronger performance for
pants sales in the country in 2018.
▪ Consumer preferences for high-quality products in the region could help drive pants sales over the next few
years, but the increasing maturity of the nappies/diapers category, coupled with widening socioeconomic
gaps in key markets, could be a challenge for manufacturers of pants, which tend to be more expensive
than open diapers.
▪ The industry’s focus for future growth must be on expanding the target demographic, creating user-friendly
and leak-proof products that are easy to access, and justify the higher price points to increasingly
demanding consumers in the region.

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REGIONAL OVERVIEW

Retail distribution landscape varies by country in Latin America

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REGIONAL OVERVIEW

E-commerce and increasing urbanisation change distribution landscape

▪ The success of Amazon Family in Mexico demonstrates the increasing strength of online retailers in the
region, a trend which is also seeing supermarkets and hypermarkets expanding their online presence. To
compete with non-grocery specialist stores and discounters, these distributors must offer competitive prices
and increased convenience, such as at-home delivery, to attract consumers. Shifting consumer preferences
towards products offering higher absorbency and softer materials than cheaper private label goods could
further decrease the share of traditional retailers, which historically have benefited from offering private
label alternatives to premium products, a shift which leaves room for growth in the e-commerce sector.
▪ Increasing urbanisation across the region may change the market landscape, with consumers experiencing
faster paced lifestyles that increase demand for nappies/diapers/pants for their convenience factor.
Consumers moving to urban areas gain access to retail channels such as supermarkets, providing an
alternative to higher priced local retailers.
▪ Targeted marketing of pants to a wider age bracket, and as an accessible premium product for the
increasing number of urban families, could help the disposable pants category continue to grow, either in
traditional retailers or via e-commerce. Due to the primacy of a few brands in the traditional retail channel,
internet retailing may allow smaller brands with innovative products to penetrate the market more
effectively.
▪ E-commerce allows consumers searching for alternative options to find them more easily, especially in the
case of disposable pants, where the brands focused on this product tend to be newer, more niche and still
finding their way into the mainstream market.
▪ Average disposable income is predicted to grow by 3% over the 2018-2023 forecast period, thus
consumers may be more willing to purchase premium or higher quality products, including from non-
traditional retail sources. However, increasing discussions around motherhood, contraception and women’s
rights are anticipated to further decrease birth rates, particularly in urban areas, leading to changing
demand for nappies/diapers/pants in those areas.

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INTRODUCTION
REGIONAL OVERVIEW
LEADING COMPANIES AND BRANDS
FORECAST PROJECTIONS
COUNTRY SNAPSHOTS
LEADING COMPANIES AND BRANDS

Top-ranked companies continue to dominate market across region

▪ A few companies, such as Procter & Gamble

and Kimberly-Clark, dominate much of the
competitive landscape across the region.
▪ In Brazil, there is more diversity, and some
regional and local players have been
expanding their product offerings in both the
premium and value segments. Nonetheless,
the top 1-5 ranked companies still account for
over 60% of value sales.
▪ Private label remains weak in Latin America,
particularly relative to the growing strength of
the segment in other regions, such as Western
Europe. However, there might be room for
growth in private label as modern retail
retailing continues to grow. Some consumers
value large pack sizes with higher unit counts
– something private label is offering in other
categories of disposable hygiene.
▪ Mexico, Brazil, Argentina, Guatemala and
Bolivia have all seen the share of the top five
companies decline, although Brazil’s top five
recovered ground in 2018.

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LEADING COMPANIES AND BRANDS

Kimberly-Clark maintains a substantial lead

▪ Although Kimberly-Clark experienced a

decline in its share over the review
period, the company maintains a strong
share of sales in the region. It is ahead
of players like Procter & Gamble and
Ontex bvba by a significant margin, with
Kimberly-Clark’s company share well
above 40% – more than double Procter
& Gamble’s share.
▪ Procter & Gamble, Ontex bvba and
Empresas CMPC all experienced
growth over the review period.
Significant growth for Ontex came as a
result of acquisitions. Empresas CMPC
not only remains strong in its home
base, Chile, but has been expanding
across the region, for example in Peru,
Argentina, Uruguay, Ecuador and
Mexico.
▪ The dominance of a few companies
demonstrates the need for innovation in
products and distribution for new
players to be competitive.

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LEADING COMPANIES AND BRANDS

Local companies struggle to compete, except in Colombia

▪ Nappies/diapers/pants in Latin
America is a maturing category, and
the largest markets in the region –
Mexico, Brazil and Argentina –
continue to be dominated by large
companies.
▪ Kimberly-Clark and Procter &
Gamble have been able to maintain
their primacy in the region due to
their extensive coverage of Latin
American markets, allowing them to
exert influence and prevent the rise
of local competitors.
▪ In Colombia, Tecnoquímicas SA is
the most important local
pharmaceutical and consumer
health company, and dominates the
nappies/diapers/pants category. As
consumer demand for high-quality,
affordable products continues, the
opportunity for such companies to
capitalise on changing preferences
in key markets is growing.

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LEADING COMPANIES AND BRANDS

Multinational brands continue to dominate

▪ Kimberly-Clark’s Huggies continues

to lead sales in Latin America. The
company withdrew its Turma da
Monica disposable nappies/diapers
from the market in 2015, citing quality
concerns. At the same time, the
company continued to support its
Huggies lines with innovations,
including pants formats in a number
of markets.
▪ Middle-tier brands grew in the space
Turma da Monica used to occupy,
and Pom Pom moved from 10th
position in 2013 to sixth by 2018,
after being acquired by Belgian-
based Ontex late in the review period.
▪ While there were some shifts among
lower ranked brands, Huggies,
Pampers and Kleen Bebe dominate
sales, with only a few local brands,
such as Tecnoquímicas’ Winny,
holding a top 10 brand position.

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INTRODUCTION
REGIONAL OVERVIEW
LEADING COMPANIES AND BRANDS
FORECAST PROJECTIONS
COUNTRY SNAPSHOTS
FORECAST PROJECTIONS

Positive growth trajectory across key markets

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FORECAST PROJECTIONS

Positive trajectory ahead for the region, but also risks to revenues

▪ Despite economic downturns in Brazil and Argentina during the review period, the top five Latin American
markets by value are expected to grow between 2018 and 2023, with Brazil and Mexico being the largest
contributors to incremental sales growth, at USD363 million and USD191 million, respectively. Economic
recovery in Brazil, albeit slower than anticipated, is likely to improve consumer sentiment and purchasing
power. However, it is worth noting that the market already has fairly high per capita consumption of
nappies/diapers and, as such, is at risk of gradual commoditisation. Innovation and the support of higher
value categories like pants can help drive revenues in the coming years.
▪ Higher prices and value-added innovation are likely to contribute to positive value growth in
nappies/diapers/pants in Mexico, although volume sales will see a more modest performance. Mexico still
offers the potential for organic growth. However, it is becoming progressively more challenging, as per
capita consumption is reaching high levels, while families are getting smaller.
▪ Argentina’s growth ahead is set to recover in volume terms, while value growth will come to some extent
from price inflation. Ecuador is also anticipated to experience positive growth over 2018-2023 in volume
terms, although value growth will continue to be affected by stronger demand for lower cost products. The
market does, however, have some room for more value-added products, such as pants. Brands like
Huggies from Kimberly-Clark Ecuador and Pequeñin from Productos Familia Sancela del Ecuador are
offering pant formats in different sizes, reinforcing sales with consumer communication regarding more
flexibility for the baby and giving parents an easier way to put on the pant. Nevertheless, these products are
still a small niche, mainly because they are the most premium priced.
▪ Cost-consciousness will continue to play a key role in the nappies/diapers/pants category in the region, due
to low average consumer disposable incomes, still weak consumer sentiment in some markets, and more
products entering the market with more affordable prices.

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FORECAST PROJECTIONS

GDP, price and demographics among key factors across the region…

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FORECAST PROJECTIONS

…but soft drivers create opportunities

▪ Across the region, the proportion in the population of children aged 0-1 years continues to fall, putting
pressure on demand and the pace of growth, especially in markets where per capita consumption levels
are already fairly high, such as Brazil and Mexico.
▪ At the same time, fundamentals like GDP remain an important component of growth decomposition, aiding
positive growth in value. Additionally, value growth will benefit from the impact of value-added products and
price increases backed by innovation in markets like Mexico, Brazil, Peru and Argentina.
▪ In Brazil, Colombia and Argentina, soft drivers are expected to have a positive influence on future growth.
The increased availability and variety of products is a key soft driver of positive retail sales value. In Brazil –
the largest market in the region – product variety and lifestyle trends will be buoyed by increased consumer
spending, due to rising per capita GDP.
▪ In Chile, changes in lifestyle trends, falling prices and a 1% decline in the population of children aged 0-1
years over 2018-2023 will contribute to a real terms decline in sales of nappies/diapers/pants. A potential
boost to the faltering birth rate and demand for baby products might, however, come from recent
government actions. President Sebastian Piñera made an announcement in 2018 about a project that
seeks to reverse the fall in the country’s birth rate. The plan aims to generate savings from the moment a
baby is born. The savings have the objective to help parents pay for basic services, such as education and
health. With this strategy, the government seeks to encourage parents to have more children.
▪ The expansion of modern grocery retailing across many markets is expected to have a slight positive
impact on growth in Brazil, Chile, Colombia, Mexico and Peru, opening up opportunities for the industry to
work with retail partners on merchandising strategies.

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INTRODUCTION
REGIONAL OVERVIEW
LEADING COMPANIES AND BRANDS
FORECAST PROJECTIONS
COUNTRY SNAPSHOTS
COUNTRY SNAPSHOTS

Argentina: market context

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COUNTRY SNAPSHOTS

Argentina: competitive and retail landscape

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COUNTRY SNAPSHOTS

Bolivia: market context

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COUNTRY SNAPSHOTS

Bolivia: competitive and retail landscape

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COUNTRY SNAPSHOTS

Brazil: market context

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COUNTRY SNAPSHOTS

Brazil: competitive and retail landscape

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COUNTRY SNAPSHOTS

Chile: market context

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COUNTRY SNAPSHOTS

Chile: competitive and retail landscape

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COUNTRY SNAPSHOTS

Colombia: market context

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COUNTRY SNAPSHOTS

Colombia: competitive and retail landscape

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COUNTRY SNAPSHOTS

Costa Rica: market context

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COUNTRY SNAPSHOTS

Costa Rica: competitive and retail landscape

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COUNTRY SNAPSHOTS

Dominican Republic: market context

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COUNTRY SNAPSHOTS

Dominican Republic: competitive and retail landscape

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COUNTRY SNAPSHOTS

Ecuador: market context

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COUNTRY SNAPSHOTS

Ecuador: competitive and retail landscape

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COUNTRY SNAPSHOTS

Guatemala: market context

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COUNTRY SNAPSHOTS

Guatemala: competitive and retail landscape

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COUNTRY SNAPSHOTS

Mexico: market context

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COUNTRY SNAPSHOTS

Mexico: competitive and retail landscape

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COUNTRY SNAPSHOTS

Peru: market context

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COUNTRY SNAPSHOTS

Peru: competitive and retail landscape

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COUNTRY SNAPSHOTS

Uruguay: market context

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COUNTRY SNAPSHOTS

Uruguay: competitive and retail landscape

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FOR FURTHER INSIGHT PLEASE CONTACT
Jorge Araya
Senior Research Analyst
Santiago, Chile
[email protected]

Elayne Stecher
Contributing analyst
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