2014-04-18 15:41:03 - Nappies/Diapers/Pants in the Netherlands - a new market research report on companiesandmarkets.com
Pampers as premium brand by Procter & Gamble remains in a strong position in the Netherlands with 38% value share and 2% growth in 2012, taking advantage of consumer loyalty for the high quality and comfort level of its products. Competitive brands like Libero by SCA and Huggies by Kimberly-Clark maintained a static value share.
Birth rate in the Netherlands reached its lowest point in 2012 with 365,000 new born babies per year. This level is expected to remain static until 2017. Since economic recovery is yet to resume, many women decided to focus on their career and to postpone starting a family. This means a continuation of the present market situation with slight decline in volume, slight growth in value
and slow increasing current unit prices.
In the forecast period there will be a clear division between the more expensive high comfort brands for families with two full-time working parents on the one side, and the lower spending families with smaller budgets, buying private label nappies at lower prices or reusable textile nappies on the other side. In this spectrum there is only a small share left for small (green) brands that are focusing on environmental issues like Nature by Naty.
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