Nappies/Diapers/Pants in North Macedonia

PRE-COVID-19 PERFORMANCE

Rising disposable incomes soften impact of negative demographic trends in 2019

Nappies/diapers/pants saw positive growth in 2019, after a decline for most product areas the previous year due to falling birth rates, ongoing migration and saturation. Despite the same trends continuing into 2019, the impact was on nappies/diapers/pants was offset by rising disposable income levels, resulting in consumers spending more money on products with value-added features.

Disposable pants remains negligible in 2019 as rising ecological awareness boost interest in reusable solutions

Throughout the review period, disposable pants failed to gain significance in North Macedonia. High unit prices and a lack of established tradition of use among local consumers is the main factor preventing significant sales of disposable pants, and there is a notable lack of brands offering such products.

Procter & Gamble leads, and Alkaloid is the only domestic company with significant share in 2019

The Procter & Gamble Co maintained its outright lead of nappies/diaper/pants in 2019, thanks to the significant penetration and high recognition of its brands, led by Pampers. Procter & Gamble enjoys a reputation as a pioneer in nappies/diapers/pants, with regular, innovative product launches which raise the bar globally.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to see a 1% rise in 2020 in constant 2019 value terms in light of the impact of COVID-19. This forecast does not differ from the 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Junior nappies/diapers are expected to see the fastest current value and retail volume sales growth in 2020. This has little to do with COVID-19 and is instead due to a cultural shift towards later potty training.

Recovery and opportunities

A slowdown is forecast for nappies/diapers/pants in North Macedonia, with all products areas experiencing declining growth rates. Continued migration, a shrinking of the population aged 0-3-years-old and lower numbers of women of childbearing age are the main factors negatively impacting the deceleration of growth, rather than any consequence of COVID-19.

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