Competitive Landscape
Kimerly-Clark and Procter & Gamble Sustain Dominance as Rivals Lag
Nappies/diapers/pants in Canada remains highly concentrated, with Kimberly-Clark Canada Inc and Procter & Gamble Inc together accounting for the overwhelming majority of value share in 2025. Kimberly-Clark Canada Inc held a 43% share in 2025, while Procter & Gamble Inc maintained a 34% share, resulting in a combined share of 77%.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Nappies/Diapers/Pants industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nappies/Diapers/Pants in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nappies/Diapers/Pants in Canada?
- Which are the leading brands in Nappies/Diapers/Pants in Canada?
- How are products distributed in Nappies/Diapers/Pants in Canada?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Canada - Category analysis
Key Data Insights
Premium Push Fails to Offset Canada's Diaper Decline
Premium Push Fails to Offset Canada's Diaper Decline
E-Commerce Feeds Convenience Demands From Consumers
Manufacturers Respond to Wellness and Sustainability Demands
Premiumisation to Drive Sales as Birth Rate Continues to Decline
E-Commerce to Aid the Further Expansion of New and Incumbent Brands
Attitude and Eco Pea Co Capture Premium with Eco-Friendly Innovation
Kimerly-Clark and Procter & Gamble Sustain Dominance as Rivals Lag
Supermarkets and Hypermarkets Maintain In-Store Leadership
Amazon and Eco Pea Co Drive E-Commerce Growth through Convenience and Innovation
Tissue and Hygiene in Canada - Industry Overview
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Key Data Insights
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Consumer Demand for Gentle and Clean Wellness Solutions Continues
Sustainable Demands Expand Eco-Friendly Menstrual Care
Premiumisation to Drive Growth through Retail Tissue and Adult Incontinence
Retailers to Strengthen Omnichannel Strategies as E-Commerce Accelerates
Continued Sustainability Focus to Reshape Product Development and Consumer Loyalty
Procter & Gamble and Kruger Strengthen Brand Leadership through Broad Retail Reach
Supermarkets and Hypermarkets Retain In-Store Strength
E-Commerce Accelerates as Direct-To-Consumer Brands Shift Online Shopping Habits
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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