Nappies/Diapers/Pants in Azerbaijan

PRE-COVID-19 PERFORMANCE

Low per capita consumption raises the prospect of strong growth

At the end of the review period, nappies/diapers/pants still had considerable growth potential in most parts of Azerbaijan. In particular, the category remains at a fairly incipient stage of development in rural areas, where the daily use of disposable nappies/diapers is still relatively low.

Standard nappies/diapers remains the largest category of nappies/diapers/pants

Standard nappies/diapers remains the largest nappies/diapers/pants category in Azerbaijan. These products are favoured by the majority of consumers due to their functionality and relatively low cost.

Local and international players via for the leadership in nappies/diapers/pants

The competitive landscape in nappies/diapers/pants features an interesting range of global and local brands. The category’s leading players are well-known for offering a wide range of products of all levels of quality across all price segments.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 5% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is in line with 5% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Any slowdown in sales growth in nappies/diapers/pants as a result of economic recession in the wake of COVID-19 would be likely to hit disposable pants harder than nappies/diapers, while junior nappies/diapers and new born nappies/diapers would also likely face issues attracting consumers at a time when basic items such as standard nappies/diapers would be more attractive due to their lower prices.

Recovery and opportunities

The buoyant growth expected in nappies/diapers/pants over the forecast period is an indication that little impact, if any, is likely to be seen on longer-term category sales trends due to the COVID-19 pandemic in 2020. Azerbaijan’s still high birth rate and the country’s ongoing long-term economic development are likely to be stronger influences on sales trends in the category over the forecast period than COVID-19.

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