Nappies/Diapers/Pants in Lithuania

PROSPECTS

Rising sales share for pants

The shift towards convenience continued within nappies/diapers/pants in 2017. Although nappies and diapers have a strong history of usage among Lithuanian consumers, they have started to become perceived as being rather old fashioned.

Demographic trends remain key

Although the birth rate in Lithuania is expected to remain relatively stable over the forecast period, general demographic trends remain the key issue for nappies/diapers/pants sales. It is expected that the number of children within key population segments for nappies/diapers/pants (0-3 and 2-3 years) will decline during the forecast period.

Limited growth expected over forecast period

Volume sales within nappies/diapers/pants are expected to increase only marginally over the forecast period, while value sales are set to stagnate. Although demographic trends are fluctuating, continuous discounting, the growth of online sales, and increasing competition will put pressure on unit prices and value sales.

COMPETITIVE LANDSCAPE

High level of consolidation

Nappies/diapers/pants is highly consolidated, with major international players Procter & Gamble and Kimberly-Clark accounting for almost three quarters of value sales in 2017. However, Procter & Gamble remains by far the leading player in the area due to the popularity of its flagship Pampers brand, which has a long-standing presence and enjoys excellent availability across different distribution channels.

Libero withdraws

In response to harsh competition in nappies/diapers/pants, even some high profile international players are reconsidering their expansion and business development plans. For example, well-known nappies/diapers/pants brand Libero continues to withdraw from Lithuania, registering only marginal sales in 2017.

Private label reaches share limit

Although private label nappies/diapers/pants are available in Lithuania, there appears to be little scope for further growth for such products. Indeed, with the wide offer of branded products in various price segments, sales of private label products have started declining.

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