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Nappies/Diapers/Pants in Germany

Germany nappies market: EUR 694 million industry in 2012


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2014-02-04 00:09:01 - Nappies/Diapers/Pants in Germany - a new market research report on companiesandmarkets.com

Even though Procter & Gamble retains the lead in the Germany nappies market in 2012, with a share of 59% in terms of retail value, it faces strong and growing competition. The German customer base of nappies/diapers/pants is polarised into those who prefer a big named brand with multinational experience and the necessary means for successful research and development and those, who are absolutely convinced in the quality and reputation of private label products, creating a strong loyalty to them.

Compared with the review period CAGR, the performance in 2012, with a growth of 1%, is above average in current value terms. Yearly growth rates within the review period were rather small, usually being between zero and 1%, with an exception

 

 

in 2007 where a growth rate of 1% was reached as well. The only negative growth, also between zero and 1% in current value terms, was experienced in 2010. These developments relate to Germany´s demographic development, with 2007 having an increased birth-rate and 2010 facing a significant decline.

Over the forecast period to 2017, retail value sales of nappies/diapers/pants in Germany are expected to face a negligible decline in constant value terms, to an expected value sales amount of €691 million in 2017; €3 million lower than in 2012. The effects of low birth rates paired with a decreasing population in Germany all together will be the main challenges for the market, especially since no improvements are expected.

Key Headlines

- Nappies/diapers/pants grows 1% in current value terms in Germany in 2012, to reach €694 million
- Demographic developments do not work in favour of this more and more competitive market
- Overall, unit prices increase slightly in 2012
- Procter & Gamble remains at the top of the market for nappies/diapers/pants in Germany in 2012, with a 59% value share
- Nappies/diapers/pants is expected to see further negligible decline, with a negative CAGR between zero and 1% in Germany over the forecast period to 2017

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Mike King
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