Diaper brands are strongly positioned in the Southeast Asian market

As the domestic diaper market continues to shrink, more and more brands are targeting overseas markets, hoping to get rid of weak growth and open up new opportunities and new increments outside the original market base.

Taking the Southeast Asian market as an example, many maternal and child brands have entered this emerging market, but in-depth analysis, competition is becoming more and more fierce.

Why diaper brands rush to Southeast Asia

Behind many diaper brands' preference for the Southeast Asian market is a considerable market prospect. In 2022, the overall retail sales of disposable goods market in Southeast Asia reached 6.5 billion US dollars, of which baby diapers are the largest sub-category of the Southeast Asian goods market, and the market size exceeded 4 billion US dollars last year, with a year-on-year growth of nearly 11% in 21-22. The baby diaper market is expected to exceed $6 billion by 2027.

The reasons why the diaper market in Southeast Asia is growing so fast:

First, the Southeast Asian market has a huge user base of maternal and infant. At present, the population of Southeast Asia has exceeded 600 million, and the population is very young. At the same time, Filipino women had 2.49 births per person, Indonesian women had 2.27, Vietnamese women had 2.05 and Malay women had 1.97. This means that each couple will have at least two or more children on average, and the higher willingness to have children will bring strong demand for diapers and maternal and infant products.

Second, the scale of the Internet industry and the penetration rate of e-commerce in the Southeast Asian market continue to increase. In the past, offline consumption in Southeast Asia accounted for a very high proportion, and now with the rapid development of online e-commerce, online penetration continues to increase, and the purchasing power of local residents can not be underestimated.