Nappies/Diapers/Pants in Greece

PROSPECTS

Demographic trends take a toll upon sales

Since 2010 and the outbreak of recession, birth rates in Greece have declined. This has had a strong impact on the performance of nappies/diapers/pants: sales have declined amid the decrease in the target group for these products.

Disposable pants outperforms nappies/diapers

Nappies/diapers continues to account for the lion’s share within nappies/diapers/pants, due to disposable pants being used for a shorter time, starting from when a child is around 18 months old. The retail price of nappies/diapers is also lower in comparison to that of disposable pants, which means that financially strapped consumers are prolonging their use of nappies/diapers instead of switching to disposable pants.

Discounting is widely employed to retain volume sales

Price-offs have been a strategy used by companies and retailers to prevent volume sales from declining in the context of recession, with promotions as aggressive as 50% off proliferating. This put pressure on the average retail price, counterbalancing the effect of the consecutive VAT increases introduced during the review period.

COMPETITIVE LANDSCAPE

Mega Disposables strengthens its volume position in nappies/diapers/pants

Mega Disposables SA remains the leading domestic player in nappies/diapers/pants in terms of value sales. It is the only local manufacturer of nappies/diapers/pants, as Pampers and Libero are imported brands.

Price-offs lead to losses for private label

Discounting has been a key strategy employed by all branded product players in order to retain sales in Greece’s adverse economic environment. As a result, and notwithstanding price increases in the context of consecutive hikes in VAT during the review period, the price difference between private label and branded products decreased substantially, making trading down to private label unnecessary.

Pampers sees its share decrease in 2018

Procter & Gamble’s global brand Pampers ranks second in Greece. Although it is supported by aggressive discounting activities, its volume share is decreasing.

Files are delivered directly into your account within a few minutes of purchase.