Nappies/Diapers/Pants in Romania

2021 DEVELOPMENTS

Value sales are growing as parents demand more from their nappies/diapers/pants products and brands continue to innovate

Although sales fluctuated more in 2020 due to COVID-19 (with high sales in March-April due to stockpiling and reduced sales in the following months as consumers used up their supplies), the evolution in 2021 was much more linear. With no lockdowns in Romania in 2021 and fewer restrictions than in the previous year, consumers’ shopping behaviours were more like those seen in 2019.

Private labels remain relevant through their affordable offerings

Private label registered growing sales in value terms in 2021, continuing its 2020 growth trend as large, chained grocery retailers focus on expanding their portfolios. Nappies/diapers/pants are regarded as a category with high potential since few brands are available in the country.

Sustainability trend drives launch of new diapers brand Zuluff

Consumers continued to pay closer attention to sustainable, innovative nappies/diapers/pants products during the pandemic, prompting the launch of new brands. One such brand is Zuluff which was introduced to Romania as a biodegradable, sustainable diapers alternative made entirely of bamboo.

PROSPECTS AND OPPORTUNITIES

Romanians to demand high quality products as they spend more per child

Nappies/diapers/pants is expected to record further steady retail value growth over the forecast period, with junior nappies/diapers set to record the strongest average growth. This will be true even with Romania’s gradually declining birth rate limiting the volume growth potential since consumers will increasingly seek high-quality products for their children.

Players to introduce brand-collaborations and eco-friendly products to boost demand

Since the category has been relatively predictable, with no changes in brand rankings and the innovation made rather expected, more actions are anticipated to be made by players to make category sales more dynamic. For example, brand-associations, collaborations, or limited editions will be increasingly used to attract the attention of consumers.

E-commerce sales expected to continue rising thanks to convenience and the growing number of baby-centric websites

E-commerce sales of nappies/diapers/pants will soar over the forecast period as online retailers diversify their product portfolios, increasingly adding items from this category to their offerings. Moreover, baby-centric online retailers will proliferate (with this number already growing in 2021) as they entice consumers who are looking for a more specialised product portfolio.