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M.Mallyah INDA - USA Representative - India
Disposable Nonwovens – Retails sales, Fabric
consumption and Value
Disposable Nonwovens – Growth rate predictions Market potential of baby diapers and market share Growth driving and impeding factors for baby diapers Disposable wipes market and market share in India
Growth driving and impeding factors for wipes
Disposable wipes – Global trends
6 CAGR 07-12 15.8 2-5 20-25 20.3 Source: India Nonwovens Outlook.6 Moderate 20. India .2 Low High 21. INDA Ian Butler.Retail Sales M $ Absorbent hygiene Year Product Baby Diapers Training Pants Feminine Care Tampons Adult Incontinence Total 2002 14 0 56 <1 9 80 2007 38 Small 154 <1 20 213 2012 79 10 386 1 60 536 CAGR 02-07 21.4 NA 22.Disposable Nonwovens .
India .3 Source: India Nonwovens Outlook.4 NA 22.1 CAGR 02-07 21. INDA Ian Butler.3 20-25 20.Disposable Nonwovens–Production M Units – Absorbent Hygiene Year Product Baby Diapers Training Pants Feminine Care Tampons Adult Incontinence Total 2002 57 0 950 <5 5 1017 2007 150 Small 2650 6 23 2829 2012 310 15 6680 14 70 7089 High 22.6 Moderate 20.8 CAGR 07-12 15.
0 390.0 12.9 184.9 64.1 325.7 29.Consumption of Nonwoven Fabrics In India (M $) 2007 Disposable Durables Total 2012 Growth Rate 17.9 12.0 214.0 .
2 24.8 8.1 29. India 1.Tot Absorbent Hygiene 5. INDA Ian Butler.1 Wipes Medical Other Total Source: India Nonwovens Outlook.8 15.6 NA 20.4 5.3 15.8 9.7 14.7 16.3 0.9 1.9 Others include Fabric softener substrate.9 20.9 1.9 12. courier envelopes.3 39.5 0 8.3 22. Sorbants.1 64.0 4. sterile / nonsterile packaging materials .1 11.1 11.Disposable Nonwovens Fabrics – Value M$ Year Product 2007 (M$) 2012 (M$) CAGR Baby Diapers Training Pants Feminine Care Adult Incontinence Sub.8 17.
Tot Absorb hygiene Wipes Medical Other Total Source: India Nonwovens Outlook.2 100 .4 8.Disposable Nonwovens Fabric– Volume M. INDA Ian Butler.m² Year Product Baby Diapers Training Pants Feminine Care Adult Incontinence 2007 (Mm²) 82 0 71 26 % Share 33 0 29 12 2012 (Mm²) 169 5 177 79 % Share 30 1 32 14 Sub.0 15. India 179 6 43 20 247 72.0 100 430 11 85 35 562 76.5 2.4 17.2 6.5 2.
458 46.Volume of Nonwoven Fabrics in India (Tons) Year (Tons) 2002 Disposables 3.900 40. India .508 2008 7484 Durables Total 13.300 2007 6.966 97.600 16.516 105000 Source: India Nonwovens Outlook. INDA Ian Butler.
3 2012 1.5 0.11 24.255 79.4 57.0 60.9 30080 310 1 0.19 26.255 38.1 28213 150 0.Market Potential For Baby Diaper In India 2007 Total Population ( Billion) Births ( Million) Total Infant Population ( Million) Potential Market Size For Diapers ( M) Estimated Diaper Consumption (M) Penetration (%) Ave Retail Price / Diaper US$ Retail Sales ( M$) 1.1 Source – INDA Estimates .
7 9.2 8.Baby Diaper Market Share In India -07 Major Participants Sales M S Share % Brand Name Made in India X X X Nappies Snuggy Koochees Infantino Teddyy X X X X X Import Kimberly Clark Proctor & Gamble Others Actifit Godrej Hygiene Wear Intl Infantino Nobel 20.0 100 X X .1 50-55 20-25 20-25 Huggies Pampers V-cintA Intl Wipro Total Source – INDA Estimates Lollas Baby Soft 38.
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 .Growth Drivers for Baby Diapers GDP Increase.
000 $50.5 0 $0 $10.Nonwoven Consumption Rises as GDP per Capita Increases * Kg/capita 4 3. Japan Korea Turkey Czech Rep. Latin America Trend Line N.5 2 1. America INDIA $20.000 * PPP in US$ equivalents Source: INDA Estimates .000 $30.5 3 2.000 Taiwan E.5 1 0. U.000 $40.
Market Progression as Industry Develops (kg per capita consumption) 2.5 1 0.5 0 h Hig d lize ia str u I nd ic ex M o Higher disposables Early Development Higher durables a tin n rge A il raz B C ia mb olo Disposables Durables Source: INDA Estimates .5 Developed Industry 2 1.
Production Capacity of Nonwoven Fabric India (MT) Type of Nonwoven Spunlace Spunbond Estimated Capacity 2002-3 Nil 9000 Capacity installed/under installation 2006-7 27500 39000 Needle punch Chemical bonding / thermal bonding / stitch bonding Total 10000 3000 22000 20000 15000 101500 .
2007 Nonwoven Consumption By Diaper Component (MT) Component Top Sheet Square Meters M m² 21 Tons 370 Back Sheet Barrier Leg Cuff Other Materials Total 21 8 32 82 370 150 590 1480 .
cooler in summer and does not cause rashes – A misconception Kimberly Clark began to address some of the misconceptions by educating mothers through their pediatrician program about the benefits of disposable diapers and the importance of dry skin with regard to baby’s health .Growth Impeding Factors for Baby Diapers Launderable Cloth Nappies. Nappy pads and Liners at cheaper price than Diapers High cost of diapers Rs 9 to12 per diaper Cost Conscious parents using cloth diapers in the day and Nonwoven diapers in the night giving both baby and parents the option for peaceful sleep Cultural aspects – Cloth diapers are often viewed as the better choice.
3% Wipes market grows at around 12% per annum Baby wipes market account for 80-85% of the total wipes market Baby wipes market expand at a much higher rate at 20% per annum due to the presence of multinationals and their marketing drive INDA estimates the total retail sales of wipes at US$ 16M by 2012 with a consumption of 11 M m² fabric or 550 tons .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.
Expensive around Rs 2 to 3 per wipe Most disposable wipes are imported from Malaysia.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. 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 . Indonesia & China Till last year.
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. increase in disposable income and working women or urban populace Household & Industrial wipes will hit the market soon . With fall in oil prices. fibre prices are bound to fall making the manufacturing cost cheaper Growth in organized retail.
Major Participants in disposable wipes market in India Major Participants Kimberly Clark Proctor & Gamble Anakku Godrej Grasim Nobel Hygiene Brand Name Huggies Pampers Anakku Snuggy Kara Teddyy X X X Made in India Import X X X Premier Aryco Patterson Intl Tainwala Personal care Pristine Care Source – INDA Estimates Teddy Soft Soft Love Fresh ones Clarus X X X X .
Europe. baby wipes 31% and personal wipes 23% of the total wipe production .2% First market developed globally is baby wipes – Import & then production Annual Growth rate is 15% per year Household wipes constitutes 46%. Japan and other high GDP nations. China produces more volume at 92000 tons or 8% and Korea 6912 tons or 3. America consumes 14% and Europe 16% of their Nonwoven fabric production in wipes Strong Growth in South America.Disposable Wipes – Global trends High Consumption in North America. Eastern Europe. Middle East and China as GDP grows In Asia. Japan uses a high volume of wipes at 62787 tons or 17%.
What Drove the Consumer Market Globally? 1997-2007 New Household Products – Electrostatic and Floor Cleaning (Swiffer -P&G. – Furniture polishing. leather protection. Lysol. tire wipes. Pledge –SC Johnson.A. bug removal. Scotch Brite. Scotch Brite-3M) Swiffer is a billion dollar product line for Procter & Gamble worldwide. waxing . Window cleaning (Pledge and Windex by SC Johnson) – Automotive interior cleaning. – Disinfecting / Hard Surface wipes by Clorox. This is a half billion dollar market in N.
– Disinfecting / Hard Surface wipes by Clorox. Scotch Brite-3M) Swiffer is a billion dollar product line for Procter & Gamble worldwide. This is a half billion dollar market in N. Window cleaning (Pledge and Windex by SC Johnson) – Automotive interior cleaning. tire wipes. leather protection. Scotch Brite. bug removal. Pledge –SC Johnson. – Furniture polishing.A.What Drove the Consumer Market Globally? 1997-2007 New Household Products – Electrostatic and Floor Cleaning (Swiffer -P&G. waxing . Lysol.
Neutrogena. Fresh ’n Up.What Drove the Consumer Market Globally? 1997-2007 New Personal Products – Feminine Care: Always. Wet Ones. Splash ‘n Go. Pond’s Dove These are relatively expensive (20-25 cents each) – Toilet Wipes: Charmin. Incontinence: Comfort Personal. Playtex – Cosmetic/Facial Cleaners: Biore. Fresh ’n Up – Bath. Cottonelle. Oil of Olay. General Purpose. Wet Ones .
What Drove the Consumer Market Globally? 1997-2007 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 .
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