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Nappies/Diapers/Pants in
Poland

Country Report

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Executive Summary

Mar 2019
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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Nappies/Diapers/Pants in Poland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Poland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Poland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Poland market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Poland?
  • What are the major brands in Poland?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why 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 industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Poland - Category analysis

HEADLINES

PROSPECTS

New product development stimulates sales
Lower VAT expected to impact average unit price
Ecological trend intensifies in nappies/diapers/pants

COMPETITIVE LANDSCAPE

Jeronimo Martins leads nappies/diapers/pants
Procter & Gamble records fastest current value growth
New brands emerge

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Poland - Industry Overview

EXECUTIVE SUMMARY

Significant growth for tissue and hygiene
New product development stimulates sales
Private label experiences highest value share gain
Discounters and internet retailing increase value sales
Steady growth expected over the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources