Nappies/Diapers/Pants in Poland

2021 DEVELOPMENTS

Declining birth rate continues to have a greater influence on sales than COVID-19

The COVID-19 pandemic has not strongly impacted demand for nappies/diapers/pants in Poland due the essential nature of the category. Instead, the main outside influence in the country’s birth rate.

Procter & Gamble is most notable non-private label producer and continues to invest in the eco trend

Procter & Gamble was the highest-ranked non-private label producer in 2021 with its well-known global brand Pampers. The brand is associated with high-quality and is perceived as the go-to brand for disposable nappies seeing as it was one of the brands that helped create the category.

E-commerce rises as consumers continue to restrict shopping outside the home

During the pandemic, consumers started to shop online for all kinds of products as they sought to prevent potential exposure to the virus by staying at home. This included purchases nappies/diapers online, thanks to a greater number of retailers (including hypermarket chains) making such products available online.

PROSPECTS AND OPPORTUNITIES

Low birth rate will keep volume sales static whilst premiumisation lifts value sales

Volume growth for nappies/diapers/pants in Poland is predicted to remain static over the forecast period as the low birth rate continues to impede category sales. In fact, there is anticipated to be a further decline in the number of babies as young Polish women are increasingly demand safety and support over financial help when it comes to decide whether to have a baby.

Private label to continue rising thanks to competitive prices and new entrants

Over the forecast period, private label is expected to achieve an even stronger position in the Polish nappies/diapers/pants category. This will partly be due to the economic fallout of the pandemic, with lower-income consumers continuing to suffer from lower disposable incomes.

E-commerce likely to gain further ground due to competitive prices and convenience

Discounters and health and beauty specialist retailers are likely to remain the leading distribution channels for nappies/diapers/pants over the forecast period, thanks to respectively offering competitive prices and a wide range of brands. This is true even with e-commerce likely to see the fastest growth, having become much more popular during the pandemic.