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Country Report

Nappies/Diapers/Pants in

Nappies/Diapers/Pants in Estonia

16 pages, Mar 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Declining numbers of babies and young children will suppress sales growth

The consumer base for nappies/diapers/pants is receding, with the numbers of Estonian babies and infants aged up to 36 months set to decline from 55,000 in 2017 to 51,000 in 2022. This negative demographic scenario is set to significantly compromise the volume growth potential of the category.

More sophisticated, value-added products to support value growth

Although Estonia’s unfavourable demographic trends are set to be reversed slightly during the forecast period, the low birth rate of just 10.6 live births per 1,000 population is set to result in a diminishing consumer base for nappies/diapers/pants.

Recently launched new products are expected to perform well

Towards the end of the review period, Kimberly-Clark offered innovative new products under its Huggies brand. Among the most successful of these was Huggies Ultra Comfort nappies/diapers, which are offered in separate versions for boys and girls, while a new improved version of the brand’s Huggies Newborn brand now features improved waistbands and an external moisture indicator to indicate when the nappy/diaper needs to be changed.

COMPETITIVE LANDSCAPE

Essity and Procter & Gamble are the strongest players

Two companies remain well in front in nappies/diapers/pants: Essity (formerly SCA Hygiene Products); and Procter & Gamble. Essity offers the category’s leading brand Libero, while Procter & Gamble offers the world-famous Pampers brand.

The three leading brands dominate advertising in nappies/diapers/pants

Only the three leading multinational players in nappies/diapers/pants (Libero, Pampers and Huggies) have the financial muscle to invest in television advertising support for their brands and focusing on media advertising campaigns is an approach which has been beneficial for all three brands. However, most players in the category took advantage of advertising online.

Private label remains a minor presence in nappies/diapers/pants

2017 saw private label maintain a small but significant presence in nappies/diapers/pants. Estonia’s leading supermarket and hypermarket chains all offer private label nappies/diapers, with Maxima’s Optima Linija the most important of these.

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Nappies/Diapers/Pants Market Sample Report Nappies/Diapers/Pants Market Sample Data

Overview

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.

Samples: FAQs about samples

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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.

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Nappies/Diapers/Pants in Estonia - Category analysis

HEADLINES

PROSPECTS

Declining numbers of babies and young children will suppress sales growth

More sophisticated, value-added products to support value growth

Recently launched new products are expected to perform well

COMPETITIVE LANDSCAPE

Essity and Procter & Gamble are the strongest players

The three leading brands dominate advertising in nappies/diapers/pants

Private label remains a minor presence in nappies/diapers/pants

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Tissue and Hygiene in Estonia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene continues to expand as rising consumer spending boosts sales

Tissue and hygiene goes upmarket as consumers become more sophisticated

Tissue and hygiene sales remain dominated by major international players

Supermarkets and hypermarkets continue to account for the bulk of sales

Positive growth projections based on rising incomes and changing consumer habits

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Nappies/Diapers/Pants in Estonia

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Executive Summary

New Report Guarantee

PROSPECTS

Declining numbers of babies and young children will suppress sales growth

More sophisticated, value-added products to support value growth

Recently launched new products are expected to perform well

COMPETITIVE LANDSCAPE

Essity and Procter & Gamble are the strongest players

The three leading brands dominate advertising in nappies/diapers/pants

Private label remains a minor presence in nappies/diapers/pants

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Nappies/Diapers/Pants in Estonia - Category analysis

HEADLINES

PROSPECTS

Declining numbers of babies and young children will suppress sales growth

More sophisticated, value-added products to support value growth

Recently launched new products are expected to perform well

COMPETITIVE LANDSCAPE

Essity and Procter & Gamble are the strongest players

The three leading brands dominate advertising in nappies/diapers/pants

Private label remains a minor presence in nappies/diapers/pants

CATEGORY DATA

Tissue and Hygiene in Estonia - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene continues to expand as rising consumer spending boosts sales

Tissue and hygiene goes upmarket as consumers become more sophisticated

Tissue and hygiene sales remain dominated by major international players

Supermarkets and hypermarkets continue to account for the bulk of sales

Positive growth projections based on rising incomes and changing consumer habits

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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