Nappies/Diapers/Pants in Georgia

PROSPECTS

Per capita consumption increases

The negative stigma regarding the use of nappies/diapers/pants is gradually wearing off in Georgia. In addition, with growing urbanisation, consumers are becoming busier and appreciate the convenience of these products.

Nappies/diapers/pants unit prices depend on currency fluctuations

Nappies/diapers/pants category is dominated by imports in Georgia. There is no local production, with prices therefore highly susceptible to the value of the Georgian currency.

Future development of nappies/diapers/pants affected by demography

Nappies/diapers/pants is expected to continue growing over the forecast period, fuelled by rising purchasing power and consumer awareness, especially in more rural areas. However, slow population growth and sluggish birth rates will stand behind weaker growth in nappies/diapers/pants over the forecast period.

COMPETITIVE LANDSCAPE

Diverse drivers

In 2018, most nappies/diapers/pants players continued to enjoy increases in retail value sales. However, this was not always due to increased demand.

Ontex retains its leading position

Ontex is expanding globally and continues to lead sales in Georgia due to the popularity of its Canbebe brand, which is positioned in the standard, new born and junior nappies/diapers categories. The major driver of Ontex’s success is affordable pricing.

Fierce competition

The share of other brands remains significant, with competition intense. The Procter & Gamble Co is close behind the leader with Pampers, one of the most recognised brands of nappies/diapers/pants.

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