Nappies/Diapers/Pants in Latvia

PROSPECTS

Projected decline in baby population provides bleak outlook

Nappies/diapers/pants continued to record moderate growth in current value and volume terms in 2018 thanks to a gradual increase in the population aged 0-3 years and strong growth in the country’s economy. Nevertheless, with Latvia’s birth rate falling and emigration the population of babies is projected to decline over the forecast period which will likely have a negative impact on volume sales of nappies/diapers/pants.

Disposable pants on the rise

Disposable pants once again witnessed the most dynamic growth in 2018 with this set to continue over the forecast period. Parents appreciate the look, convenience in use and comfort that is provided by disposable pants.

Consumers turning attention to eco-friendly products

Consumers in Latvia are becoming increasingly concerned about their environmental footprint and this is starting to have an impact on their purchasing decisions, including when it comes to nappies/diapers/pants. As disposable income improves parents are likely to become more willing to invest in products which are more environmentally friendly, such as biodegradable nappies/diapers/pants.

COMPETITIVE LANDSCAPE

Top three players dominate

International players Procter & Gamble, Kimberly-Clark Corp and Essity AB continued to dominate nappies/diapers/pants in 2018 with their respective brands Pampers, Huggies and Libero. All three brands benefit from widespread distribution, strong marketing and a well-established trust among consumers.

Bella Baby Happy sees strong growth

TZMO Latvija SIA witnessed the most dynamic growth in current value terms in 2018 with it continuing to attract parents with the good price/quality ratio it offers under its Bella Baby Happy brand. The company offers a wide choice with its products also featuring added benefits such as a wetness indicator to alert parents when a child’s nappy needs changing.

Rimi sees strong performance with increasingly popular range

Consumers remained focused on value in 2018 and this was reflected in the strong performance of Rimi with its private label range, Loving Touch. Rimi’s nappies/diapers/pants are significantly cheaper per unit than those of leading brands Pampers and Huggies while parents are becoming increasingly trusting of the quality of its private label.

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