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Baby Diapers & Wipes Market In India M.Mallyah INDA - USA Representative - India.

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Presentation on theme: "Baby Diapers & Wipes Market In India M.Mallyah INDA - USA Representative - India."— Presentation transcript:

1 Baby Diapers & Wipes Market In India M.Mallyah INDA - USA Representative - India

2 Disposable Nonwovens – Retails sales, Fabric consumption and Value Disposable Nonwovens – Retails sales, Fabric consumption and Value Disposable Nonwovens – Growth rate predictions Disposable Nonwovens – Growth rate predictions Market potential of baby diapers and market share Market potential of baby diapers and market share Growth driving and impeding factors for baby diapers Growth driving and impeding factors for baby diapers Disposable wipes market and market share in India Disposable wipes market and market share in India Growth driving and impeding factors for wipes Growth driving and impeding factors for wipes Disposable wipes – Global trends Disposable wipes – Global trends Presentation Structure

3 Disposable Nonwovens - Retail Sales M $ Absorbent hygiene Year Product CAGR CAGR Baby Diapers Training Pants0Small10NA Moderate Feminine Care Tampons<1 1Low2-5 Adult Incontinence92060High20-25 Total Source: India Nonwovens Outlook, INDA Ian Butler, India

4 Disposable Nonwovens–Production M Units – Absorbent Hygiene Year Product CAGR CAGR Baby Diapers Training Pants0Small15NA Moderate Feminine Care Tampons<5614 Adult Incontinence52370High20-25 Total Source: India Nonwovens Outlook, INDA Ian Butler, India

5 Consumption of Nonwoven Fabrics In India (M $) Growth Rate Disposable Durables Total

6 Disposable Nonwovens Fabrics – Value M$ Year Product2007 (M$)2012 (M$)CAGR Baby Diapers Training Pants00.3NA Feminine Care Adult Incontinence Sub.Tot Absorbent Hygiene Wipes Medical Other Total Source: India Nonwovens Outlook, INDA Others include Fabric softener substrate, Sorbants, Ian Butler, India courier envelopes, sterile / nonsterile packaging materials

7 Disposable Nonwovens Fabric– Volume M,m² Year Product2007 (Mm²) % Share 2012 (Mm²) % Share Baby Diapers Training Pants0051 Feminine Care Adult Incontinence Sub.Tot Absorb hygiene Wipes Medical Other Total Source: India Nonwovens Outlook, INDA Ian Butler, India

8 Volume of Nonwoven Fabrics in India (Tons) Year (Tons) Disposables3,3006, Durables13,60040,45897,516 Total16,90046, Source: India Nonwovens Outlook, INDA Ian Butler, India

9 Market Potential For Baby Diaper In India Total Population ( Billion) Births ( Million) Total Infant Population ( Million) Potential Market Size For Diapers ( M) Estimated Diaper Consumption (M) Penetration (%)0.51 Ave Retail Price / Diaper US$0.255 Retail Sales ( M$) Source – INDA Estimates

10 Baby Diaper Market Share In India -07 Major ParticipantsSales M SShare % Brand Name Made in India Import Kimberly Clark HuggiesX Proctor & Gamble PampersX Others X ActifitNappiesX GodrejSnuggyX Hygiene Wear IntlKoocheesX Infantino X NobelTeddyyX V-cintA IntlLollasX WiproBaby SoftX Total Source – INDA Estimates

11 Growth Drivers for Baby Diapers GDP Increase, Disposable Income & Std of living Increase in Literacy rate Awareness of Hygiene among lower middle class and country side women Increasing Working Women Population Reduction in Raw material particularly the high performance absorbent core Overall reduction in the cost per unit at the retail level Increase in retail outlets – Mall Culture Marketing Drive by Multinationals in the country side

12 Nonwoven Consumption Rises as GDP per Capita Increases * Czech Rep. Korea Latin America Turkey E. U. Japan N. America INDIA Trend Line Kg/capita Source: INDA Estimates * PPP in US$ equivalents Taiwan

13 Market Progression as Industry Develops (kg per capita consumption) Developed Industry Higher disposables Early Development Higher durables Source: INDA Estimates

14 Production Capacity of Nonwoven Fabric India (MT) Type of Nonwoven Estimated Capacity Capacity installed/under installation SpunlaceNil27500 Spunbond Needle punch Chemical bonding / thermal bonding / stitch bonding Total

15 2007 Nonwoven Consumption By Diaper Component (MT) Component Square Meters M m² Tons Top Sheet21370 Back Sheet21370 Barrier Leg Cuff8150 Other Materials32590 Total821480

16 Growth Impeding Factors for Baby Diapers Launderable Cloth Nappies, Nappy pads and Liners at cheaper price than Diapers High cost of diapers Rs 9 to12 per diaper Cost Conscious parents using cloth diapers in the day and Nonwoven diapers in the night giving both baby and parents the option for peaceful sleep Cultural aspects – Cloth diapers are often viewed as the better choice, cooler in summer and does not cause rashes – A misconception Kimberly Clark began to address some of the misconceptions by educating mothers through their pediatrician program about the benefits of disposable diapers and the importance of dry skin with regard to baby’s health

17 Disposable Wipes Market in India Wipes market in India is in embryonic stage. Retail statistics are unreliable due to its small size INDA estimates US$ 9 M as the total value of the fabric used by wipes Industry in 2007 Nonwoven materials consumed in 2007 by disposable wipes including imports is around 6M m² equivalent of 300 tons or 0.3% Wipes market grows at around 12% per annum Baby wipes market account for 80-85% of the total wipes market Baby wipes market expand at a much higher rate at 20% per annum due to the presence of multinationals and their marketing drive INDA estimates the total retail sales of wipes at US$ 16M by 2012 with a consumption of 11 M m² fabric or 550 tons

18 Factors impeding wipes market growth in India Cultural ethic to use cotton Launderable wipes Not in favor as they are disposable – Waste of money to use a wipe once & throw it. Expensive around Rs 2 to 3 per wipe Most disposable wipes are imported from Malaysia, Indonesia & China Till last year, most of the spunlace material used for wipes was imported Household wipes and Industrial wipes are yet to pick up Many local & regional players without a manufacturing base and marketing drive

19 Growth factors driving wipes market in India Two new spunlace manufacturing units in india and more to join More convertors are getting into the market making wipes available at affordable prices. With fall in oil prices, fibre prices are bound to fall making the manufacturing cost cheaper Growth in organized retail, increase in disposable income and working women or urban populace Household & Industrial wipes will hit the market soon

20 Major Participants in disposable wipes market in India Major ParticipantsBrand Name Made in India Import Kimberly ClarkHuggiesX Proctor & GamblePampersX Anakku X GodrejSnuggyX GrasimKaraX Nobel HygieneTeddyyX Premier ArycoTeddy SoftX Patterson IntlSoft LoveX Tainwala Personal careFresh onesX Pristine CareClarusX Source – INDA Estimates

21 Disposable Wipes – Global trends High Consumption in North America, Europe, Japan and other high GDP nations. America consumes 14% and Europe 16% of their Nonwoven fabric production in wipes Strong Growth in South America, Eastern Europe, Middle East and China as GDP grows In Asia, Japan uses a high volume of wipes at tons or 17%, China produces more volume at tons or 8% and Korea 6912 tons or 3.2% First market developed globally is baby wipes – Import & then production Annual Growth rate is 15% per year Household wipes constitutes 46%, baby wipes 31% and personal wipes 23% of the total wipe production

22 What Drove the Consumer Market Globally? New Household Products –Electrostatic and Floor Cleaning (Swiffer -P&G, Pledge –SC Johnson, Scotch Brite-3M) Swiffer is a billion dollar product line for Procter & Gamble worldwide. –Disinfecting / Hard Surface wipes by Clorox, Lysol, Scotch Brite. This is a half billion dollar market in N.A. –Furniture polishing; Window cleaning (Pledge and Windex by SC Johnson) –Automotive interior cleaning, tire wipes, bug removal, leather protection, waxing

23 What Drove the Consumer Market Globally? New Household Products –Electrostatic and Floor Cleaning (Swiffer -P&G, Pledge –SC Johnson, Scotch Brite-3M) Swiffer is a billion dollar product line for Procter & Gamble worldwide. –Disinfecting / Hard Surface wipes by Clorox, Lysol, Scotch Brite. This is a half billion dollar market in N.A. –Furniture polishing; Window cleaning (Pledge and Windex by SC Johnson) –Automotive interior cleaning, tire wipes, bug removal, leather protection, waxing

24 What Drove the Consumer Market Globally? New Personal Products –Feminine Care: Always, Fresh ’n Up, Playtex –Cosmetic/Facial Cleaners: Biore, Neutrogena, Oil of Olay, Pond’s Dove These are relatively expensive (20-25 cents each) –Toilet Wipes: Charmin, Cottonelle, Wet Ones, Fresh ’n Up –Bath, General Purpose, Incontinence: Comfort Personal, Splash ‘n Go, Wet Ones

25 What Drove the Consumer Market Globally? Baby Wipes –Was the first market to have considerable volume –Volume grew during the past decade as product was used for more than just wiping babies. Used in many other areas and led to the Personal and Household wipes growth –Volume now: static New Product –Flushable Training wipes

26 Thank You


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