35,435 parents chose Real Nappies in 2009 according to independent research organisation Mintel.

Yet at 5% of the birth rate it is clear that there is still huge potential for growth in the reusable nappy market. The report pointed out that the environmental message is getting across, finding that 36% of parents using disposables ‘know disposables are bad for the environment’. Yet a Senior Retail Analyst from Mintel has suggested that product knowledge could be low. She is reported as saying:“Some new parents are children of adults who were in disposable nappies themselves and very few families will have any notion or experience of using terry nappies. Washable nappies have evolved too and this may be little understood by today’s throwaway consumers…”

She advised reusable companies to focus their promotion:“Marketing needs to encourage parents to take a fresh look at modern reusable nappy designs, better performance and easy care, while also addressing the positive aspects like reducing landfill and preserving the planet.”

Go Real , The Real Nappy Information Service said that it is “unsurprising” that the product knowledge of Real Nappies is low as disposable products dominate supermarket shelves and mass media marketing. Chief Executive, Jon Rolls said:“Reusable nappy companies just do not have the spending power of the large multi-national companies which make up the brand leaders in the disposable market. In some cases Real Nappy promotions have been actively excluded from prominent advertising opportunities such as pregnancy packs handed out through the NHS. Parents just do not get access to a choice.”

Go Real, which delivers independent advice on washable nappies to parents and also supports Local Authorities and commercial companies, advises that with support it is possible to dramatically increase the number of parents choosing to use washable nappies.

“In areas where money has been identified either, nationally or locally to fund Real Nappy projects and awareness schemes, participation rates of up to 25% have been achieved. But as the market of new parents constantly changes it will require a consistent and sustained approach across the UK to see a real behavioural change.”

“If anything the report is a very clear message to Government, who are currently conducting a review of waste strategy, that in order to tackle the sizeable waste stream, that disposable nappies represents, Government needs to support existing services and networks and help Go Real to ensure there is a consumer choice.”

The report also highlights the confusion around bio-degradable nappies which are marketed as being better for the environment and often cost more than other disposable products. Mintel found that 4% of parents use an eco or organic range and 20% of consumers cited price as a main reason for not buying eco lines. Apparently, three quarters of adults agree that they have a duty to recycle but only a third are prepared to pay more for an environmentally-friendly product. Yet washable nappies provide the most environmental nappy choice and are also on average the cheapest option over the nappy wearing lifetime of a baby.

Mintel said:“For the future it is likely that the leading brands will develop an eco alternative, using new materials to make disposable nappies more compostable and this will help them to cement their share of the market.” Yet current estimates how that approximately 90% of the 690,000 tonnes of nappies disposed of every year currently go to landfill with the remainder being incinerated. With both of these disposal
methods the positive impact that an increase in the compostable properties will achieve is negligible because nappy composting facilities simply don’t exist and would take years to develop in any serious way.

Mintel also predicts: “…the leading brands will continue to improve dryness, comfort and fit, but as these are already very advanced we expect to see them build more style appeal into their brands including character merchandising, styling and fashion.” Go Real feel that these are areas where Real Nappies are already very strong and that a move in this direction would suggest a recognition and desire to emulate the strengths of Real Nappies.

Jon concluded by saying: “The report has shown the potential for the Real Nappy Industry; and whilst Go Real is uniquely placed to help increase the market share of Real Nappies and provide a real choice to parents, current policy and Government indifference makes it very hard to do so. We very much hope that this will be addressed in the upcoming waste review.”

Source: www.goreal.org.uk