Strong saturation, coupled with the stagnant population aged 0-3, continued to have a negative impact on nappies/diapers/pants in 2018. Since the growth of nappies/diapers/pants in Macedonia is highly dependent on growth in the birth rate and volume demand, current value sales saw a decline in 2018.
Amidst a lack of growth potential, junior nappies/diapers performed the best within nappies/diapers/pants – this performance was actually the slowest decline rather than growth, with all other categories seeing stronger declines. This better performance was mainly due to the low sales base of junior nappies/diapers, and the slightly stronger per capita growth potential in this category.
Throughout the review period, disposable pants failed to gain significance, and this continued in 2018. High unit prices and a lack of established tradition of use amongst local consumers is the main factor preventing this category from achieving significant sales.
In 2018, The Procter & Gamble Co strongly led nappies/diapers/pants due to the significant penetration and strength of its brand portfolio, led by Pampers; however, the company saw a moderate decline in its retail value share in this year. The Procter & Gamble Co is responsible for most innovation in nappies/diapers/pants, with most innovations resulting in key new product launches which keep revolutionising the category globally.
Nappies/diapers/pants remained a heavily concentrated category in 2018, with three companies dominating. Ranking second, with about half the sales of the leader, was the Greek company Mega Disposables, with its nappies/diapers/pants brand Daipers.
In addition to the two leading international companies and one domestic company within nappies/diapers/pants, several smaller players competed for share in 2018 – all international. They included Violeta from Bosnia and Herzegovina, Ficosota Syntez from Bulgaria, and Ontex International, Hayat Kimya Sanayi and Evyap Sabun Yag Gliserin, all based in Turkey.
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This industry report originates from Passport, our Tissue and Hygiene market research database.