By global standards, companies with annual sales of USD1 Bn are considered as small companies. It just came to my notice that Pampers actually registered a world wide sales of USD8 Bn in 2008, matching a number of sizeable global businesses. Babies are indeed giant consumers. It is amazing that despite low birth rates in developed countries, nappy sales are comparable to any respectable FMCG or consumer durables. Bench-marking toilets & sanitary ware that adults & children use, world leaders in the field such as Kohler & Toto are only seeing annual sales of USD 6 – 8 Bn.
Pampers is in fact the largest brand within the P&G empire that sees total annual sales of USD79 Bn in 2008.
I reckon product innovation & constant product upgrades to entice more consumer dollars is a formula for success. Nappies are in fact turning into fashion items now.
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