Nappies/Diapers/Pants in Estonia

PRE-COVID-19 PERFORMANCE

Declining birth rates represent a serious limit to sales in nappies/diapers/pants

According to Euromonitor International data, the number of children aged up to three years remained relatively stable in 2019, with the birth rate in slight decline. This factor has curtailed growth across nappies/diapers/pants in Estonia as volume has declined, and current value sales only increased thanks to a growing number of consumers focusing on value-added, higher-margin alternatives.

2019: A good year for disposable pants

Overall sales are constrained due to the declining birth rate. However, disposable pants showed a dynamic performance in 2019, increasingly seen as both modern and convenient – and even more attractive than conventional nappies/diapers.

Pampers threatened by Huggies

In 2019 Pampers remained the leading brand in nappies/diapers/pants. However, it lost significant market share.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants is expected to see a 2% increase in 2020 in constant 2019 value terms in light of the impact of COVID-19. This forecast in line with the same growth rate predicted in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

With COVID-19 having little impact on nappies/diapers/pants, other variables such as shrinking family size and declining birth rates are shaping growth rates across product categories. Disposable pants represents the most dynamic growth area in 2020, and is set to benefit further from its convenience and through frequent promotions by manufacturers in a bid to increase uptake.

Recovery and opportunities

Nappies/diapers/pants is mostly saturated, with retail volume sales set to stagnate in the forecast period. Demographics underpin this sluggish performance, with limited prospects for increased usage given expected birth rates and an ageing population.

Files are delivered directly into your account within a few minutes of purchase.