Demographic trends continued to impact nappies/diapers/pants, with volume sales registering minimal growth as the birth rate continued to decline. All the same, there was a slight increase in value sales, as a degree of premiumisation increased value sales.
Despite continuing to lose current value shares, Procter & Gamble Marketing Latvia will continue to lead nappies/diapers/pants in 2021. This is largely thanks to its Pampers brand, which has the longest established presence in Latvia.
Disposable pants were a key driver of value growth in nappies/diapers/pants in 2021 and helped to offset the declines in all areas of nappies/diapers. The convenience factor continued to encourage consumers to shift from nappies/diapers, notably the standard variety.
Nappies/diapers/pants faces a difficult future with there being no signs that there will be a reversal in the declining birth rate. It is expected that more young people will pursue career opportunities abroad.
Consumers will increasingly demand more sustainable options such as cloth nappies over the forecast period. Cloth nappies are also seen as kinder to skin and this will be another added push factor for cloth nappies.
In what could be a game changer over the forecast period, Lidl opened its first stores in Latvia at the end of 2021, opening 15 stores simultaneously. Lidl has been in neighbouring Lithuania for several years and have been very successful, including for nappies/diapers/pants, with consumers appreciating the high quality and affordable price.
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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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