Consumers’ propensity to seek promotional offers continued in 2021, with purchases often made based on discounted prices. The COVID-19 pandemic also intensified consumers’ willingness to shop for nappies/diapers/pants online as e-commerce offered price discounts and convenience.
For many years, Pampers Hungary has been uniquely supporting the care of premature babies in Hungary by providing free nappies for the care of babies for most Hungarian babies born prematurely. Now anyone can help with the donation: as part of the latest campaign, for every Pampers product purchased at a Rossmann drugstore, Pampers Hungary supports the hospital care of premature babies in need of intensive care.
Procter & Gamble Magyarország Nagykereskedelmi and Essity Hungary Kft maintained their clear lead despite the higher prices of their premium brands. Trust matters for Hungarians in baby care products.
Further growth is expected in nappies/diapers/pants over the forecast period, supported by the rising birth rate in Hungary. Given the essential nature of nappies/diapers/pants, volume sales are not likely to be affected by economic fluctuations in the period to 2026.
Responding to consumer demand, manufacturers are expected to continue to develop products that are more environmentally friendly and without synthetics, including plant-based raw materials, premium cotton and cellulose, which are farmed responsibly and kinder to babies’ skin. These products should have a positive outlook as eco-awareness is on the rise.
The share of private label in this category is high, showing the trust parents place in the quality of these items. Therefore, should price become a hindrance to them because of economic hardship, they will not hesitate to invest more in private label.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Hungary 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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