Demographic trends continued to impact nappies/diapers/pants, with volume sales registering low growth, due to population decline. This in particular impacted new born and standard sizes, with both registering a decline in volume sales, However, overall, with society opened up in 2021 after the 2020 lockdowns, growth was higher than in 2020.
Croatian player Violeta continued to lead the landscape in 2021, with its namesake brand, and also gained further value share, as its affordability compared with brands such as Pampers helped it maintain its number one spot. Procter & Gamble remained in second place, with its trusted brand, Pampers.
Disposable pants registered the highest current value growth in 2021. Disposable pants are gaining value share at the expense of standard and junior nappies and with society opening up again in 2021, disposable pants are in high demand as they are much more convenient when children are in creches etc.
Nappies/diapers/pants faces a difficult future with there being no signs that there will be a reversal in the declining birth rate. With the economy under pressure and limited wage growth anticipated, it is expected that more young people will pursue career opportunities abroad.
Consumers will increasingly demand more sustainable options such as cloth nappies over the forecast period. Cloth nappies are also seen as kinder to skin and this will be another added push factor for cloth nappies.
Over the duration of the forecast period, modern grocery retailers are expected to continue growing as the modernisation trend intensifies in the years to come. Modern grocery retailers will continue to expand, offering both branded and private label.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
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