Both value and volume sales of nappies/diapers/pants declined in 2021. A key obstacle to the category’s performance is its pure dependence upon demographics which in Greece are highly unfavourable.
Disposable pants continued to show the best sales performance in 2021. Those products designed for use during potty training have seen their sales boosted by the COVID-19 pandemic, as consumers used lockdown periods as an opportunity to focus on potty training their children.
Greek parents are very promotion-driven when it comes to nappies/diapers, and this became even more evident in 2020 and 2021 when COVID-19 put them under greater pressure amid job losses and reduced spending power. Nevertheless, brand loyalty remains high.
Babylino and Pampers are expected to continue to claim the lion’s share of nappies/diapers/pants sales in Greece during the forecast period. Given that both brands enjoy strong consumer loyalty, there is very limited potential for new players to enter the category.
Only disposable pants is expected to achieve positive growth over the forecast period. Given that sales of disposable pants are less mature than those of nappies/diapers, they have better growth potential.
Sales of nappies/diapers/pants overall are expected to see continual decline over the forecast period in Greece. Promotion intensity is set to hinder value growth as most products sold are under a discount.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See All of Our DefinitionsThis report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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