Competitive Landscape
Pampers and Private Label Shape Consumer Loyalty and Value
Nappies/diapers/pants in the Netherlands remains highly concentrated, with a small number of leading players holding the bulk of value share. Procter & Gamble Nederland (Pampers) leads among branded manufacturers with a 34% share in 2025, followed by Kimberly-Clark at 13%, and AS Watson (Health & Beauty Benelux) at 10%.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Nappies/Diapers/Pants in Netherlands?
- How are products distributed in Nappies/Diapers/Pants in Netherlands?
- 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 the Netherlands - Category analysis
Key Data Insights
Convenience-Led Innovation Fuels Premium Pants Adoption
Convenience-Led Innovation Fuels Premium Pants Adoption
Brands and Private Label Compete through Premiumisation
Kruidvat Links High Absorption to Sustainability and Performance Gains
Parents Shift to Bulk and Online Buying as Population Growth Slows
Eco-Friendly Nappies Gain Traction Amid Green Demand
Pampers and Private Label Shape Consumer Loyalty and Value
Kruidvat Leverages Private Label Strength as Parents Seek Value
Comparison Sites and Bulk Buying Accelerate Online Sales Growth
Tissue and Hygiene in the Netherlands - Industry Overview
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Key Data Insights
Albert Heijn Shifts Value Focus with Affordable Luxury Private Label
Edet’S Coreless Launch Raises Sustainability Standards and Brand Value
Seni Active Normalises Incontinence with Discreet, Lifestyle-Led Solutions
Retailers and Brands Shift to Premium and Sustainable Formats to Drive Value
Adult Incontinence Brands Set to Accelerate Innovation as Population Ages and Stigma Falls
Sustainability Requirements to Reshape Portfolios and Supply Chains
Albert Heijn and Branded Leaders Shape Value with Premiumisation
Albert Heijn and Jumbo Retain Shopper Loyalty through Weekly Convenience
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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