The diaper market have occurred a surging demand over the past decade. The market is showing a great potential to Fast Moving Consuming Good (FMCG) industry, due to the rapid growth of the birth rate within few decade.
Source: Australian Bureau of Statistics, 2016

there are over 300,000 babies born in Australia, from a rapid growth since 2001, also diaper are generally needed for at least two years. The figure necessarily proved that there is a huge inelastic demand for diapers in Australia. Among those mothers, 40% are first giving birth and majority (82%) of the new mum is age between20-35, and the median age of all mothers was 30.8 years old. (Kimberly-Clark, 2013 ABS, 2015). Base on the basic figure given and demand situation mentioned in the first phase, it positively providing a great opportunity. Healthy competition environment also ensure the market prepared a……..

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