Competitive Landscape
Pampers and Huggies Retain Leadership as Parents Mix Brands for Value and Trust
Nappies/diapers/pants in South Africa remains highly concentrated, with two manufacturers—Kimberly-Clark Southern Africa (Holdings) Pty Ltd and Procter & Gamble (Pty) Ltd—holding a combined 72% retail value share in 2025. Over the period from 2020 to 2025, concentration has declined marginally, as Kimberly-Clark’s share fell from 43% to 38%, while Procter & Gamble’s share has remained relatively steady.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Nappies/Diapers/Pants in South Africa?
- How are products distributed in Nappies/Diapers/Pants in South Africa?
- 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 South Africa - Category analysis
Key Data Insights
Affordability Remains Key for Value-Focused Shoppers as Spending Power Shrinks
Affordability Remains Key for Value-Focused Shoppers as Spending Power Shrinks
Premium Brands Win Trust at Night as Parents Prioritise Reliability
Convenience Comes Out on Top for Busy Families
Private Label Set to Narrow the Quality Gap to Challenge Premium Brands
Nappies/Diapers Set to Maintain Volume Lead as Disposable Pants Register Slow Growth
Pampers and Huggies Retain Leadership as Parents Mix Brands for Value and Trust
Supermarkets Extend Reach through Delivery to Reinforce Dominance
Retail E-Commerce Gains Traction but Remains a Niche Channel
Tissue and Hygiene in South Africa - Industry Overview
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Key Data Insights
Essential Nature of Tissue and Hygiene Products Supports Strong Demand
Convenience and Affordability Remain Key Purchase Drivers for South African Parents
Always Wins Trust as Parents and Women Choose Comfort over Cost
South African Consumers Expected to Become Increasingly Driven by Price-To-Value Ratio
Nappies/Diapers/Pants and Retail Adult Incontinence Set to Drive Category Growth
Legacy Brands Retain Lead in Key Categories, Despite Intensifying Value Focus
Supermarkets Expand Delivery Capabilities to Reinforce Consumer Loyalty
Grocery Delivery Boosts E-Commerce but Offline Retail Remains Dominant
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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