With society opening up in 2021, sanitary protection registered both current value and volume growth. However, though value growth was high, volume growth was more muted, as currency devaluation led to higher prices in particular for imported brands, which dominate sanitary protection in Georgia.
Nappies/diapers/pants is dominated by imports in Georgia, with no local production. Therefore, prices are highly susceptible to the value of the Georgian currency.
Disposable pants registered the highest current value growth in 2021. Disposable pants are gaining value share at the expense of standard and junior nappies and with society opening up again in 2021, disposable pants are in high demand as they are much more convenient when children are in creches etc.
Nappies/diapers/pants faces will register moderate constant value growth over the forecast period. Volume sales will be dampened somewhat by a declining birth rate and it is expected that more young people will pursue career opportunities abroad.
Retail volume sales are set to grow at a limited rate over the forecast period. Nevertheless, there are still significant opportunities for growth.
Over the duration of the forecast period, modern grocery retailers are expected to continue expanding as the modernisation trend intensifies in the years to come. Modern grocery retailers will increase the offerings of nappies/diapers/pants and introduce further competition.
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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.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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