Nappies/Diapers/Pants in Poland

PROSPECTS

New product development stimulates sales

New products that offer innovation gain greater consumer interest and stimulate sales, and local consumers are searching for more modern and advanced nappies/diapers/pants. Innovation that is frequently offered to consumers consists of higher absorbency and improved shape/design.

Lower VAT expected to impact average unit price

In 2019, an important alteration was made to the tax applied to children’s products, including nappies/diapers/pants. The 8% rate applied over the review period will be reduced to 5%.

Ecological trend intensifies in nappies/diapers/pants

Polish consumers are paying greater attention to what products are made from. An important feature that impacts their purchasing decision is whether a product is natural and ecological.

COMPETITIVE LANDSCAPE

Jeronimo Martins leads nappies/diapers/pants

Jeronimo Martins, known for its large network of Biedronka discounters across the country, has built up a strong position in Polish nappies/diapers/pants. Initially, consumers approached the new line rather cautiously with some doubts about the sufficient quality of Jeronimo Martin’s private label Dada.

Procter & Gamble records fastest current value growth

Procter & Gamble with Pampers, the second largest brand in Polish nappies/diapers/pants, recorded the fastest current value growth in 2018. This is likely to be linked to the higher presence of Pampers in the media and various marketing activities.

New brands emerge

With further development of nappies/diapers/pants, the competitive landscape is becoming increasingly competitive. Brands that existed in other tissue and hygiene categories have entered nappies/diapers/pants.

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