Demand for nappies/diapers in Serbia remained stable, with the category recording low but positive retail volume growth in 2021, as these products are perceived to be essential by many parents. Nevertheless, lingering price sensitivity as a result of declining disposable incomes and economic instability as a result of the pandemic meant that local consumers continued to search for more affordable options, including private label lines from the likes of dm-Drogerie Markt (babylove), Idea doo (Bebe) and Delhaize Serbia doo (Care), which were all highly placed in nappies/diapers/pants in 2021.
The distribution of nappies/diapers/pants continued to change in Serbia in the direction of modernisation due to a wider trend that favours health and beauty specialist retailers, discounters, hypermarkets and supermarkets in addition to e-commerce, while traditional grocery retailers witnessed declining share in 2021 as a result. The pandemic and various restrictions resulted in limited mobility and fear of exposure to the virus, leading to notable share gain, albeit from a low sales base, for e-commerce within the category.
Pampers is a globally-recognised and well-respected brand, and ongoing developments and promotions will help keep it in its unchallenged leading position, with brand owner Procter & Gamble Marketing & Services maintaining its overall dominance of nappies/diapers/pants in 2021. Pampers nappies/diapers pants were frequently offered at discounted prices during 2021, by at least one major retailing chain, in line with lingering price sensitivity among local parents.
Demand for nappies/diapers/pants is predicted to remain stable over the forecast period, with low positive retail volume growth. However, stronger growth will be hindered by expectations for a decline in the country’s birth rate.
Growing from a relatively low base and benefiting from the convenience trend, disposable pants is expected to see the highest retail volume growth over the forecast period. Many parents are only now starting to use these products for their children more regularly with this trend likely to intensify over the coming years.
When it comes to baby products, especially those that are considered essential and are used on a daily basis, local parents are increasingly paying attention to the materials used by producers and the potential harmful effects that these can have on their babies’ skin. While this been a clear and more established trend in more developed countries, it was not as relevant in Serbia over the review period, but is likely to gain greater interest over the forecast period, especially if increasing disposable incomes allow parents to trade up as they have fewer babies moving forward.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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