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