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Diaper Sales Remain Strong
despite recent economic woes emerging markets and product innovations deliver success
by Magdalena Kondej, Euromonitor International
The global nappies/diapers/pants market currently stands at $30 billion, registering almost 8% value growth in 2008. Nappies/ diapers/pants is the largest of all hygiene product sectors in terms of value and is the second largest sector in disposable paper products, following toilet paper. In terms of value growth, nappies/diapers/pants put in the second best performance in disposable paper products in 2008, with only the much smaller incontinence products sector growing more quickly. This continued growth reflects the fact that these products have established themselves as essential items offering very tangible benefits for which consumers the world over are willing to pay a premium.
Emerging Markets Act as Driving Force for Global Growth While the sector as a whole registered impressive growth in 2008, there was a marked difference in performance at the regional level. The mature markets of Western Europe, North America and Australasia registered value growth well below the sector level, with Western Europe recording the lowest level of growth at 2%. In contrast, emerging regions, with the exception of Latin America (which saw value growth of 7%) registered growth well above the sector level, with Eastern Europe the strongest at 20%, according to Euromonitor International.
