Competitive Landscape
Top Players Defend Lead as Private Label Accelerates
Nappies/diapers/pants remained highly concentrated in 2025, with Jeronimo Martins Polska and Procter & Gamble Operations Polska Sp Zoo together accounting for 86% of retail value share, with Jeronimo Martins Polska holding 54% and Procter & Gamble Operations Polska Sp Zoo at 33%. Over the past five years, concentration has increased slightly, as Jeronimo Martins Polska has steadily expanded its share from 52% in 2020 to 54% in 2025, while Procter & Gamble Operations Polska Sp Zoo has seen its share decline from 35% to 33%.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Nappies/Diapers/Pants industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nappies/Diapers/Pants in Poland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nappies/Diapers/Pants in Poland?
- Which are the leading brands in Nappies/Diapers/Pants in Poland?
- How are products distributed in Nappies/Diapers/Pants in Poland?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Poland - Category analysis
Key Data Insights
Retailers Drive Private Label Gains through Affordability
Retailers Drive Private Label Gains through Affordability
Standard Nappies Remain Largest Category as Disposable Pants Outperform on Growth
Brands Broaden Clean Wellness Offering as Consumer Prioritise Skin-Friendliness and Sustainability
Discounters Strengthen Private Label as Birth Rates Decline
Disposable Pants Accelerate as Convenience Trumps Radical Change
Innovation Pivots to Wellness and Reassurance as Families Adapt
Top Players Defend Lead as Private Label Accelerates
Discounters Boost Private Label Sales as Shoppers Seek Value
Retail E-Commerce Accelerates but Remains a Secondary Channel
Rascals Expands Clean Wellness Appeal through Discounter Partnerships
Tissue and Hygiene in Poland - Industry Overview
Retailers Leverage Private Label to Drive Volume Growth through Affordability
Key Data Insights
Retailers Leverage Private Label to Drive Volume Growth through Affordability
Retail Adult Incontinence Accelerates as Ageing Polish Population Reshapes Demand
Brands Use Clean Wellness and Sustainability to Defend Value Amid Price Pressure
Discounters Expand Private Label to Meet Demand for Value
Declining Birthrate and Demographic Pressure to Impact Nappies/Diapers/Pants
Sustainability and Wellness Become Baseline Expectations for New Products
Jeronimo Martins Polska Faces Growing Private Label Pressure as Share Declines
Discounters Attract Cost-Focused Shoppers and Drive Private Label Growth
E-Commerce Grows Supported by Bulk Purchases and Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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