Lithuania’s birth rate hit a 20-year low during the pandemic. With people concerned about the economy, they put off having children.
Disposable pants remained a key driver of both value and volume 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.
The competitive landscape for nappies/diapers/pants remained highly consolidated, led by international players Procter & Gamble Co and Kimberly-Clark. Procter & Gamble accounted for nearly half of value sales and both Procter & Gamble and Kimberly-Clare gained further value share in 2021.
Nappies/diapers/pants to expected to register negative constant value growth over the forecast period and only marginal volume growth, in particular if the birth rate continues to decline. In addition, potential headwinds such as rising inflation, due to factors such as global energy price rises, could lead to price rises and result in a trading down.
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.
There will be a continuation of established trends, in particular the shift from nappies to disposable pants. This shift will accelerate over the forecast period, especially because of the increasing availability of disposable pants in lower weight classes.
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Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See All of Our DefinitionsThis report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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