"Nappies/Diapers/Pants in Belgium" Published

In 2013 stakeholders in nappies/diapers/pants essentially axed the sales strategy of research and development. Given the economic slowdown and very low birth rate in Belgium, the value of nappies/diapers recorded a loss. Disposable pants continued to attract consumers, yet value growth remained minimal. Parents still pay attention to the comfort of their babies, so opportunities for development exist. Therefore players capitalised on more discreet and thinner nappies/diapers for toddlers and disposable pants for sporty babies or young children suffering from enuresis. These developments were indispensable to address the risk of further losses, especially due to the low birth rate.

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Competitive Landscape

Nappies/diapers/pants has the most concentrated competitive environment in tissue and hygiene in Belgium. In 2013 Procter & Gamble's Pampers brand had a quasi-monopoly, with a 58% share in value terms. The brand benefits from continuous advertising campaigns, particularly on television, and regular innovation. Path dependence contributes to the dominance of Pampers in Belgium: grandparents buy Pampers, so parents buy Pampers. Private label also recorded growth in 2013.

Industry Prospects

Major brands such as Pampers and Huggies are not particularly optimistic about the future growth of nappies/diapers/pants. Still, parents will never stop buying these products. The category is mature and heavily influenced by the birth rate, price fluctuations and brand loyalty. Despite the low birth rate, volume and value sales are expected to fare better in the forecast period than in the review period. This will be due to economic recovery and further innovations in nappies/diapers. However, brands are not likely to push the use of disposable nappies/diapers. This could affect their credibility.

Report Overview

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

The?Nappies/Diapers/Pants in?Belgium 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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