Nappies/Diapers/Pants in Romania

PROSPECTS

High toxicity in some products results in a rise of premium and eco options

In 2018, nappies/diapers/pants recorded a strong increase due to the favourable economic environment. The higher purchasing power of Romanian consumers had a considerable positive impact on the value growth of nappies/diapers/pants.

New born nappies/diapers sees the highest growth

Romanian consumers display a preference for disposable nappies/diapers rather than disposable pants. Although standard nappies/diapers had by far the highest sales in 2018, the category that registered the fastest growth in current value terms was new born nappies/diapers, showing that becoming a parent in a context of increasing incomes, a high variety of products and easy access to information led to a premiumisation trend.

The low birth rate hampers growth

Comparing the Romanian market with similar European markets, there is significant growth potential, especially in volume terms. However, in 2018 the birth rate in Romania continued to follow a negative trend, preventing the category from fulfilling its volume growth potential.

COMPETITIVE LANDSCAPE

Pampers remains the leading brand

In 2018, Pampers continued to increase its sales in both volume and value terms, remaining the leading brand in nappies/diapers/pants in the Romanian market. The reason why it consolidated its lead was constant investment in innovation and tailoring its products to the needs of babies and parents.

Hypermarkets remains the leading distribution channel

Hypermarkets remained the favourite shopping destination for Romanian consumers in nappies/diapers/pants in 2018. Multipack offers and promotions play a crucial role in the choice of this retail channel.

Internet retailing becomes more important

Appealing to different audiences or demographics boosted sales through different channels in 2018. For instance, in 2018 online sales increased at a rapid pace due to the marketing strategies of pure players, but also because of the more active lifestyles of parents.

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