The outlook for nappies/diapers/pants improved due to the positive effects of the government programme supporting families with children. The economy is also improving, and this increases optimism and the willingness to plan more children earlier.
Despite the improving economy and growing disposable incomes in households, the penetration of nappies/ diapers/pants hardly seems to change. Based on interviews with young parents, budgets remain tight, and nappies/diapers take up a large proportion of household spending, and parents thus need to economise.
Home loans are becoming more popular as unemployment rates decline rapidly, creating growing requirements for young mothers to return to work earlier, often placing children in kindergarten at the age of two where it is simpler and more convenient to use modern disposable pants than nappies/diapers. Another aspect of changing lifestyles is that more families take their small children and babies with them for activities, with baby swimming, for example, becoming popular.
Little change was observed in the competitive landscape of nappies/diapers/pants in 2018, with Procter & Gamble Magyarország Nagykereskedelmi and Essity Hungary leading with relatively stable shares despite the higher prices of their premium brands. Trust matters for Hungarians in baby care products.
As discounters (Lidl, Aldi) and hypermarket chain operators (Tesco, Auchan) continue to upgrade the quality of their tissue and hygiene products, more young parents are discovering they can find affordable alternatives to premium brands. The unit price and quality of private label nappies/diapers by discounters, drugstores and hypermarkets increasingly attract consumers on a tight family budget to switch from the expensive leading brands and even from trusted private label products such as those of dm-Drogerie Markt and Rossmann Magyarország.
One of the top drugstore chains, dm-Drogerie Markt, followed its competitor, Rossmann Magyarország, by opening its online store with inexpensive countrywide home delivery options in the spring of 2018. An online presence is becoming key due to the number of online stores, while their turnover is rapidly growing.
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This industry report originates from Passport, our Tissue and Hygiene market research database.