Nappies/Diapers/Pants in Romania

PRE-COVID-19 PERFORMANCE

Trends in 2019 include a demand for eco-friendly products, with growth driven by disposable pants

Eco-friendly nappies/diapers/pants were a niche, but growing area in 2019, especially since some consumers have lost trust for the well-established brands. The rise in eco-friendly nappies/diapers/pants sees Romanians searching for products which pose small to no risks to their babies’ health.

E-commerce becomes increasingly important in 2019, allowing consumers to shop quickly and conveniently, delivering large quantities of goods to their homes

E-commerce became increasingly relevant for nappies/diapers/pants in 2019, as store-based retailers were focused on expanding their operations in their own e-commerce presence. Furthermore, there was a rise in children/baby-centric e-commerce stores.

Pampers retains its lead in 2019, as competitors innovate to increase their share of the landscape

In 2019, Pampers continued to lead the competitive landscape, benefiting from high awareness and availability. Innovations over the review period included Pampers Active Baby Dry and Pampers Premium Care, which focused on how liquid in the nappy was distributed, and how it can be kept away from babies’ skin.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants is expected to grow by 2% in 2019 constant value terms in 2020 overall. This aligns with the 2% 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

COVID-19 is not having any significant impact on the growth of nappies/diapers/pants, despite the stockpiling behaviour noted in Q1 of 2020. This means there are no areas or products being significantly impacted as a result of the pandemic, with consumers continuing to purchase items based on convenience and comfort for their child.

Recovery and opportunities

Over the forecast period, growth for nappies/diapers/pants will continue to be steady, although growth will lessen year-on-year. However, these results align with the pre-COVID-19 forecast figures and are not the outcome of the pandemic.

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