India Diaper Market

By Raymond Chimhandamba
Handas Consulting (Diaper Market Specialist), Johannesburg, South Africa


Cyber Media Research 2016 Report
A 2016 presentation on the India diaper market by Cyber Media Research indicated India’s diaper penetration is at 3%, with 80-85% of the market dominated by four brands: Pampers, Huggies, Mamy Poko and Libero. Market size by value was estimated at $300 million. In 2013, Pampers had a 56% marketshare with Kimberly-Clark and Unicharm tied in second place at 18%.  By 2015, the picture was already beginning to change quite fast. In two years, Unicharm had stolen marketshare from both K-C and Pampers and had catapulted itself to second place with a 34% marketshare. By this time K-C’s market share had decreased to 17% and P&G was down to 47%—but still leading. Libero was the no. 4 brand. What drove Unicharm to the top was lower prices and higher margins on its newly introduced pants style diapers. 

A few positive developments were also driving the market. The number of women in the workforce was increasing 5.6% per year. Pur