Many producers and observers assumed that disposable pants would record a high growth rate throughout the review period including 2018, but these hopes did not come to fruition, as it recorded the slowest current value growth within overall nappies/diapers/pants in Serbia at the end of the review period. Although the convenience of these products is set to become increasingly popular amongst parents, evident in its higher volume growth, it is growing from a low sales base and a series of economic setbacks and old habits prevailed.
Demographic factors, primarily declining birth rates, are having a negative effect on Serbian nappies/diapers/pants. These effects are not strong enough to cause current value decline, but it is beyond any doubt that the category would have experienced a better performance in 2018 if the birth rates had increased instead.
Two of the biggest products in overall nappies/diapers/pants in Serbia – standard nappies/diapers and new born nappies/diapers – also recorded the highest current value growth rates in 2018. These products are considered essential by most consumers and this prevents them from experiencing saturation.
The value share of private label within Serbian nappies/diapers/pants increased in 2018, which was a continuation of a trend witnessed during the entire review period. The offer of private label improved significantly during this period and together with visibly lower prices, attracted a growing number of consumers.
The leader of Serbian nappies/diapers/pants, Procter & Gamble Marketing & Services with its Pampers brand, recorded the slowest current value growth in 2018. Nevertheless, its lead in this category is so dominant that its effect on its position was negligible.
The category leader was also the most active regarding new product launches in 2018. The producer introduced a new line of its Pampers Active Baby in large packs across all three nappies/diapers categories.
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This industry report originates from Passport, our Tissue and Hygiene market research database.