Executive Summary

Mar 2019
PROSPECTS
High per capita spending, but the number of consumers is dropping

In terms of the consumption of nappies/diapers/pants per child, Croatia ranks somewhere between Western Europe and North America. Croatians are in the habit of changing nappies/diapers/pants quite regularly during the day, with eight changes daily considered standard.

Junior nappies/diapers has the highest value sales

Croatian parents tend to use products a size bigger than needed. This results in junior nappies/diapers being the biggest category within nappies/diapers/pants in value terms, accounting for almost half of overall sales.

Cloth nappies/diapers are still the exception

According to internet forums, parenting blogs and online influencers, an observer might conclude that there is a significant build-up of interest in “healthier” alternatives to the disposable products currently used. However, the reality is still far from this: the current disposable solutions are still overwhelming, and the number of parents opting for reusable cotton nappies/diapers is negligible.

COMPETITIVE LANDSCAPE
Procter & Gamble dominates

Pampers has become a synonym for nappies/diapers/pants in Croatia. Not only does Procter & Gamble sell the vast majority of products in the category, but it also maintained its high value share over the review period.

The rest of the competition fights for the crumbs

All the remaining players in nappies/diaper/pants combined account for a quarter of the sales of the single leader, so it is easy to understand their lack of motivation to put up a serious fight. The scenario of a competitor taking over the leadership from Procter & Gamble is quite unlikely, so all the remaining players have to content themselves with fighting for second position.

New entrants are not giving up the challenge

However, the strong dominance of the leader is not keeping new contestants out of the game. Bosnia and Herzegovina-based Violeta is quite new to the category (launching for the first time in 2015), but is braving the obstacles and slowly advancing in the rankings with its value share.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Croatia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Croatia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Croatia?
  • What are the major brands in Croatia?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Croatia - Category analysis

HEADLINES

PROSPECTS

High per capita spending, but the number of consumers is dropping
Junior nappies/diapers has the highest value sales
Cloth nappies/diapers are still the exception

COMPETITIVE LANDSCAPE

Procter & Gamble dominates
The rest of the competition fights for the crumbs
New entrants are not giving up the challenge

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Croatia - Industry Overview

EXECUTIVE SUMMARY

Sales recovery speeds up
The absence of novelty continues
Two global giants control the competitive landscape
Interesting interaction between the main channels
Sales growth is set to increase over the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources