Nappies/diapers/pants saw solid growth in both volume and current value terms in 2018, driven by factors such as the positive birth rate and the rising education of mothers about the use of hygienic nappies/diapers, as well as the improved economic situation in the country and higher disposable incomes of local consumers. Parents’ busier lifestyles (in particular women, who take the majority of baby care on their shoulders) led to later potty training of children, supporting sales of nappies/diapers/pants in Azerbaijan.
In 2018, nappies/diapers/pants were still available by the unit in health and beauty specialist retailers. However, the rapid development of modern retailing in Azerbaijan, including supermarkets, hypermarkets and convenience stores, which do not offer unit sales of nappies/diapers, supported sales of these products in packages over the review period.
Over the review period, the rapid increase of modern grocery retailers significantly modified the retail landscape, resulting in higher sales of nappies/diapers/pants through these channels. Local consumers preferred buying nappies/diapers/pants for their children in these modern retailers, along with other products from their weekly shopping list, in order to save valuable time due to busier lifestyles.
In 2018, Procter & Gamble Azerbaijan continued to lead nappies/diapers/pants in value terms, owing to its global brand recognition and the consumer loyalty gained through its long-standing history in the country. Even though the company has a standard and premium price positioning, consumers still prefer Pampers and Prima rather than the economy products available in the market, thanks to their value-added benefits and the high requirements parents have for products for their children.
International brands continued to lead nappies/diapers/pants in 2018. Local consumers demonstrated high consciousness about the quality of the products they use for babies.
During 2018, the rapid development of the retail landscape and the higher number of modern grocery retailers, such as supermarkets, hypermarkets and convenience stores, led to the strong growth of packaged nappies/diapers/pants. New products were characterised by benefits such as convenience of wear, lack of odour and dryness.
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This industry report originates from Passport, our Tissue and Hygiene market research database.