Nappies/Diapers/Pants in Latvia

PRE-COVID-19 PERFORMANCE

Value growth holds, but volume drops due to declining birth rates

Despite seeing a small increase in value in 2019, nappies/diapers/pants saw a small decline in volume, taking it into negative figures. This is attributable to a declining number of infants and young children aged 0-3 years.

Disposable pants continues to show strongest growth, thanks to convenience

Disposable pants continued to be the fastest growing category in 2019, thanks to the convenience of the product. Leading players also strongly support disposable pants through promotions and advertising, with Pampers and Huggies particularly prominent in this category.

Procter & Gamble Marketing Latvia Ltd SIA continues to lead, despite losing value shares to Kimberly-Clark Corp

Despite losing value shares in 2019, Procter & Gamble Marketing Latvia Ltd SIA continued to lead nappies/diapers/pants. This is thanks to the Pampers brand having the longest presence in Latvia, compared to its competitors.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to decline by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 2% decline forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

COVID-19 is having little impact on nappies/diapers/pants, due to the essential nature of products in this category. The main drivers are demographic.

Recovery and opportunities

The performance of nappies/diapers/pants is not expected to significantly change over the forecast period, as the drivers are primarily demographic and therefore the expected CAGR growth in sanitary protection is closely linked to the size of the consumer group it serves.

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