Nappies/Diapers/Pants in Estonia

PROSPECTS

The forecast period does not look as positive, despite a static consumer base

According to Euromonitor International, the number of children aged up to three years is set to remain relatively stable over the coming years, with the birth rate remaining stable. From July 2017, the Estonian government notably increased the allowance for a third child (an additional EUR300 per family).

Reusable cloth nappies/diapers gain significance

Rising awareness of the benefit of natural products amongst parents has been affecting trends in nappies/diapers/pants in Estonia. Supported by the belief that conventional nappies/diapers cause a lot of non-degradable waste, reusable cloths (and other options) are becoming more important once again.

Disposable pants has the best outlook

Since the number of new borns is expected to remain fairly stable over the forecast period, sales of nappies/diapers will continue to grow at a similar pace as in 2018. Although remarkable differences between the performances of different product types are not projected over the forecast period, disposable pants has the most dynamic volume and current value growth forecasts.

COMPETITIVE LANDSCAPE

Essity withdraws its popular Libero brand from the Estonian market

A major recent event in the competitive landscape in nappies/diapers/pants in Estonia was the withdrawal of Essity’s Libero brand. As a result, Essity experienced a rapid decline in its value share, whilst its competitors saw increases.

Smaller players target ongoing trends and gain importance

Although The Procter & Gamble Co and Kimberly-Clark held a significant lead in 2018, the importance of new and smaller players has been gradually growing. Their increasing shares were related to ongoing trends – for instance, the importance of a close-to-nature lifestyle has been growing.

The Procter & Gamble Co leads

Nappies/diapers/pants in Estonia is led by The Procter & Gamble Co, which is present with its Pampers brand. Thanks to its long presence and active sales promotions for years, the Pampers name is a synonym for nappies/diapers locally.

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