Category: Children's HBC
Children's HBC market research reports by Euromonitor International
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Nappies/Diapers/Pants in Denmark
Retail value sales of nappies/diapers/pants declined in 2024, driven by households increasingly prioritising value. Consumers were actively seeking discounts, purchasing in bulk during promotional campaigns, downgrading to lower-priced alternatives, and shifting towards budget-friendly sales channel ... Read More
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Wipes in Denmark
Retail value sales of wipes saw a significant increase in 2024, driven by a fundamental demand for convenient, quick, and easy-to-use solutions. Wipes have become a practical, efficient alternative, perfectly aligned with the fast-paced lifestyles of modern households. Euromonitor International's Wi ... Read More
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Wipes in Bolivia
Wipes value sales increased in alignment with rising prices in 2024. The higher cost of imports was detrimental as all most wipes products are imported. Higher financial costs were incurred to make payments to suppliers abroad, which pushed up retail prices. Baby wipes is the largest category and mo ... Read More
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Nappies/Diapers/Pants in Egypt
The market for nappies/diapers/pants in Egypt registered a decline in retail volume sales in 2024, continuing the trend of the previous year. The category is struggling to achieve growth due to a declining birth rate, which has reduced the number of potential consumers. In addition, high inflation a ... Read More
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Wipes in Romania
Sales of wipes in Romania experienced double-digit value growth in 2024, continuing to be appreciated as a convenient solution for both personal use and surface care. Widespread availability, diverse pack formats, and ongoing discounting efforts significantly drove this strong performance. Euromonit ... Read More
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Wipes in Costa Rica
Value sales of wipes in Costa Rica declined in 2024, driven by the adjustment of prices following the stabilisation of raw material prices after the height of the pandemic and previous high inflation rates. Companies were able to lower their product prices, making them more accessible to consumers. ... Read More
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Wipes in Dominican Republic
Wipes registered healthy current value and volume growth in the Dominican Republic in 2024. There are mainly only personal wipes available, with baby wipes accounting for most value sales. Baby wipes are largely used for babies and parents appreciate the convenience of wipes rather than having to us ... Read More
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Nappies/Diapers/Pants in the Netherlands
In 2024, value sales of nappies/diapers/pants increased, primarily driven by price hikes rather than volume expansion. The category saw muted volume growth, largely due to declining birth rates and increased adoption of reusable alternatives. The temporary uptick in births during the pandemic did no ... Read More
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Nappies/Diapers/Pants in Kenya
Value sales of nappies/diapers/pants experienced notable growth in 2024, driven primarily by manufacturers' strategic focus on providing value-for-money products. This growth coincided with the increasing adoption of disposable nappies in Kenya, as traditional alternatives such as cloth nappies cont ... Read More
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Nappies/Diapers/Pants in Vietnam
Value sales of nappies/diapers/pants in Vietnam rose in 2024, driven by higher income levels and improved hygiene standards, encouraging parents to spend more on quality products for their babies. Although birth rates in major cities such as Ho Chi Minh and Hanoi continue to decline, growth has been ... Read More
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Wipes in Vietnam
Wipes in Vietnam benefited from rising income levels and improved living standards in 2024, supporting growth for the overall category. Vietnamese consumers increasingly use wipes both at home and on the go as quick and convenient solutions for maintaining cleanliness. Growth is further fuelled by a ... Read More
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Nappies/Diapers/Pants in Germany
Germany’s birth rate declined once again in 2024, in a similar trend to the previous year. This declining trend was in contrast to a marginal increase in 2021. Therefore, while retail volume sales marginally declined in 2024, overall demand remained above pre-pandemic levels. Despite lower inflation ... Read More
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Wipes in Hong Kong, China
Sales of wipes in Hong Kong continued to rise in 2024. General purpose wipes, included under the largest value category of personal wipes, emerged as the most dynamic performer during the year. This growth can largely be attributed to the sustained hygiene practices adopted by local consumers, along ... Read More
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Nappies/Diapers/Pants in Malaysia
Value sales of nappies/diapers/pants in Malaysia rose in 2024, amid a more stable pricing environment as inflation subsided. The growing popularity of e-commerce has intensified price competition among brands, prompting them to offer lower unit prices to capture market share. Local consumers frequen ... Read More
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Wipes in Malaysia
The effect of inflation subsided in 2024, causing prices for wipes in Malaysia to stabilise and helping to maintain category spending. Despite stabilising prices, value sales continued to rise, partly because the popularity of e-commerce encouraged brands to compete on price in an effort to gain mar ... Read More
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Nappies/Diapers/Pants in France
In 2024, volume and current value sales of nappies/diapers/pants in France declined, reflecting the country’s falling birth rate. Disposable pants emerged as the largest subcategory in volume and current value terms, as well as the most dynamic. The segment’s rise was partly fuelled by the return to ... Read More
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Wipes in France
Consumers in France lost touch with pandemic-era habits in 2024, leading to a continued decline in current value sales of wipes at a faster pace than in 2023. Personal wipes remained the largest subcategory within wipes in both volume and current value terms, though sales for both measures fell over ... Read More
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Nappies/Diapers/Pants in Italy
In 2024, sales of nappies/diapers/pants in Italy increased in current value terms, while the category continued to decline in volume due to the long-term downward trend in birth rates. Each year in Italy, the number of new births reached a record low, illustrating a tendency among people of childbea ... Read More
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Nappies/Diapers/Pants in the Philippines
Nappies/diapers/pants in the Philippines saw moderate current value growth in 2024, fuelled by increasing urbanisation and the rise of dual-income households. As disposable incomes improve, more parents can afford both affordable and premium nappy brands to meet their children's needs. The expanding ... Read More
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Wipes in Bulgaria
Demand for wipes in Bulgaria remained robust over 2024, although current value growth slowed over the year. There is a growing need for convenience with Bulgarians living busy lifestyles out of the home, and higher levels of travel. Wipes is a relatively new category in the country but has strong po ... Read More
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Nappies/Diapers/Pants in the US
Nappies/diapers/pants witnessed mixed results in the US in 2024. A slightly better retail volume performance was seen, although sales still saw a marginal decline. Meanwhile, sales continued to rise in retail current value terms, although at a slower pace than in the previous year, as unit price gro ... Read More
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Wipes in Germany
Value sales of wipes in Germany continued to rise in 2024 as local consumers used them as alternatives to tissue products for various purposes. Personal wipes was the largest category in 2024, with value sales rising by single digits and demand remaining fairly stable. General purpose wipes are used ... Read More
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Nappies/Diapers/Pants in Colombia
Value sales of nappies/diapers/pants increased in 2024, although volume sales experienced a decline. According to DANE (National Statistics Department), Colombia recorded its lowest birth rate in a decade. In the first half of 2024, births fell by 15.2% compared to the same period in 2023. Many wome ... Read More
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Wipes in the US
Wipes maintained retail current value growth in the US in 2024, although the growth rate slowed as inflation eased. Personal wipes saw stronger growth than home care wipes and floor cleaning systems, and within personal wipes, moist toilet wipes recorded the highest retail current value growth in 20 ... Read More
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Nappies/Diapers/Pants in Bulgaria
In 2024, nappies/diapers/pants in Bulgaria posted steady but lower value growth in alignment with lower inflation and price stabilisation, although retail prices remain at a high. Junior nappies/diapers was the largest category based on the product’s requirement for protection and comfort for junior ... Read More
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