Executive Summary

Mar 2019
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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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Estonia 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 Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Estonia 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 Estonia?
  • What are the major brands in Estonia?
  • 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 Estonia - Category analysis

HEADLINES

PROSPECTS

The forecast period does not look as positive, despite a static consumer base
Reusable cloth nappies/diapers gain significance
Disposable pants has the best outlook

COMPETITIVE LANDSCAPE

Essity withdraws its popular Libero brand from the Estonian market
Smaller players target ongoing trends and gain importance
The Procter & Gamble Co leads

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 Estonia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene experiences healthy development
Discrepancy between natural aspects and convenience
Large multinationals lead, whilst small niche players are appearing
Modern grocery retailers dominates
Moderate growth is set to continue

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