Competitive Landscape
Ontex Bvba Leverages Pricing to Widen Its Lead over Rivals
Nappies/diapers/pants in Georgia remained highly concentrated in 2025, with Ontex BVBA holding a substantial lead at 28% value share, up from 26% in 2020. The gains in share are primarily at the expense of mid-tier and smaller competitors, as seen in the decline of Hayat Holding from 12% to 6% and Evyap from 6% to 4% between 2020 and 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Nappies/Diapers/Pants industry in Georgia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nappies/Diapers/Pants in Georgia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nappies/Diapers/Pants in Georgia?
- Which are the leading brands in Nappies/Diapers/Pants in Georgia?
- How are products distributed in Nappies/Diapers/Pants in Georgia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Georgia - Category analysis
Key Data Insights
Canbebe Leverages Economy Packs and Discounts to Capture Price-Sensitive Families
Canbebe Leverages Economy Packs and Discounts to Capture Price-Sensitive Families
Canbebe Drives Premiumisation and Product Innovation
Libero’S Sustainability Innovations Shape Purchasing Decisions among Younger Parents
Canbebe and Pampers Expected to Intensify Discount Strategies as Shoppers Polarise
Disposable Pants Set to Outpace Traditional Products through Convenience-Led Innovation
Premiumisation and Allergy-Safe Formulas to Reshape Pricing and Product Development
Ontex Bvba Leverages Pricing to Widen Its Lead over Rivals
Pharmacy Chains Build Trust and Drive Promotional Engagement
Tissue and Hygiene in Georgia - Industry Overview
Tissue and Hygiene Sees Robust Growth through Premiumisation and Consumer Preference
Key Data Insights
Tissue and Hygiene Sees Robust Growth through Premiumisation and Consumer Preference
Carefree Expands Clean-Label Pantyliners, Catering to Health-Focused Demand
Pampers and Huggies Drive Multi-Pack Expansion to Address Price Sensitivity
Premiumisation and Health Awareness Shape Outlook
Eco-Friendly Sourcing and Transparency Give Players a Competitive Edge
Procter & Gamble Leverages Trusted Hygiene Brands to Extend Its Lead
Pharmacies Cement Trust by Combining Discounts and Digital Reach
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsWhy 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 report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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