Nappies/Diapers/Pants in Greece

PRE-COVID-19 PERFORMANCE

Demographic trends continue to negatively impact demand for nappies/diapers

Demographic trends in Greece have not been favourable to sales of nappies/diapers over the review period, with 2019 continuing to see declines in both volume and value terms. This is due to the dramatic decline in the country’s birth rate, exacerbated by the country’s recession beginning in 2010.

Retailers continue to adopt discounting activities to encourage volume sales

Discounting activities remained common amongst retailers in Greece, often with aggressive promotions on nappies/diapers of up to 30%. This led to ongoing declines in current value sales in 2019.

Nappies/diapers/pants dominated by two leading brands that benefit from strong consumer awareness and trust

Procter & Gamble Hellas retained its dominance of nappies/diapers/pants in 2019 due to the high brand recognition of its popular brand Pampers. However, due to its higher retail price, the company lost volume and value share to domestic company Mega Disposables with its Babylino range.

2020 AND BEYOND

COVID-19 impact

Value sales of nappies/diapers/pants are expected to decline by 4% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This performance is on a par with a value decline of 4% forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

With many Greek parents forced to remain at home with their young children during strict lockdown measures in the early part of 2020 due to the emergence of COVID-19, overall nappies/diapers/pants is set to record a marginally stronger performance in terms of demand in 2020. Nappies/diapers, while still predicted to decline, is likely to see a marginal improvement across both age segments as staying at home typically encourages a faster turnover of nappy changes compared to when children are placed in public child care facilities such as nurseries.

Recovery and opportunities

Overall, nappies/diapers/pants is predicted to record a marginally more positive performance over the forecast period in volume terms, driven by strong sales by disposable pants as Greek parents continue to encourage their children to be more independent through potty training. The higher than average unit price of these products will help to add value to the category with players aiming to attract parents by highlighting their convenience and comfort.

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