Nappies/Diapers/Pants in Bulgaria

PRE-COVID-19 PERFORMANCE

Value sales continued to rise despite low birth rate and falling population

Despite Bulgaria’s low birth rate, ongoing population decline and looming demographic crisis, sales growth remained stable in nappies/diapers/pants during 2019. The category is already subject to low per capita consumption, with the management of the consumer base somewhat balanced out by a marked premiumisation trend as parents with fewer children are spending more per child.

Procter & Gamble leads sales while Mega Disposables records strong growth

Procter & Gamble remained the strong leader in diapers/nappies/pants in 2019. Towards the end of the review period, the company launched new products that sharpened its focus on high-income urban consumers.

The presence of private label continues to expand

2019 saw Kaufland Bulgaria continue to expand its presence in nappies/diapers/pants as its Bevola private label line remains a key aspect of the German retailer’s strategic focus on family shoppers. Kaufland strives to cater to the needs of the entire family via its selection of affordable private label products that offer quality and innovation as well as value for money.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are expected to increase only marginally in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is in line with the marginally positive increase 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

Although panic buying was not seen in Bulgaria during the early stages of the COVID-19 pandemic, many consumers did take the opportunity to buy nappies/diapers/pants in bulk in an effort to reduce the frequency with which they visit grocery retailers. The lockdown measures enforced by the Bulgarian government were strictly followed, resulting in people spending less time outside of the home.

Recovery and opportunities

The extent and depth of the economic recession that is expected to emerge in Bulgaria during 2020 and 2021 as a result of the COVID-19 pandemic remains to be seen. However, with the consumer base for disposable nappies/diapers/pants comprising predominantly affluent consumers living in urban areas, it is entirely possible that category sales will not be particularly negatively affected as many of these consumers regard these products as essential, while the livelihoods of these typically more affluent consumers are much less likely to be directly threatened by any economic challenges resulting from COVID-19.

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