Nappies/Diapers/Pants in Croatia

PRE-COVID-19 PERFORMANCE

Reliance on disposable nappies/diapers helps soften the impact of falling birth rate

The birth rate in Croatia declined again in 2019 after a slight improvement in 2018. Several factors are impacting this.

Disposable pants and cloth nappies remain a niche

Disposable pants was one area to see growth in 2019 with these products helping in the transition from nappies/diapers to underwear. However, this growth came from a low base with there being a general lack of awareness of these products, while their high price limits demand largely to mid- and high-income households.

Procter & Gamble sees little challenge to its dominance

Procter & Gamble dominates nappies/diapers/pants in Croatia with its Pampers brand being synonymous with these products thanks to a well-established brand loyalty. With widespread distribution, a strong shelf presence in retailers and significant investment in advertising it has no close competitors.

2020 AND BEYOND

COVID-19 impact

COVID-19 has not had a significant impact on sales of nappies/diapers/pants in 2020 to date, with the category expected to decline by 1% in 2019 constant value terms in 2020. This figure is largely the same as that predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

With nurseries being closed in March and April 2020 as part of the nationwide lockdown this will have potentially resulted in a small increase in demand for nappies/diapers/pants. However, with parents and children being stuck at home this will also have provided the opportunity for parents to introduce potty training at an earlier stage which is likely to have impacted sales of junior nappies/diapers in particular.

Recovery and opportunities

COVID-19 will likely have a negative impact on the budgets of most households in Croatia over the forecast period and this could force consumers to adjust their spending. This could favour private label and lower-priced brands, especially those which can reassure consumers as to the quality and safety of their products.

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