Nappies/Diapers/Pants in Serbia

PROSPECTS

Relatively high current value growth present only due to inflation

Overall nappies/diapers/pants in Serbia recorded relatively high current value growth in 2017, but this was only a result of the country’s inflation rate. In fact, the category’s volume growth remained flat, even posting a marginal decline.

Economic and political factors negatively influence the category

Birth rates were declining in Serbia throughout the review period and the trend continued in 2017; the decline was exacerbated by the high number of young couples emigrating from the country due to negative economic trends and political instability. Another factor contributing to the 2017 performance was the fact that the negative effects of Serbian government’s austerity measures were still very much present in 2017.

Disposable pants sees the best performance in 2017

Disposable pants was the only category within Serbian nappies/diapers/pants that recorded a notable volume increase in 2017. Newborn nappies/diapers/pants also recorded positive volume growth, but not very much.

COMPETITIVE LANDSCAPE

Procter & Gamble dominates Serbian nappies/diapers/pants

Pampers was by far the most popular brand within nappies/diapers/pants in Serbia in 2017, as had been the case during the entire review period. The brand is well known, with a very high level of recognition amongst consumers.

Almost no products positioned as organic/natural as of 2017

As of 2017, there were virtually no products within Serbian nappies/diapers/pants positioned as organic/natural. Serbian consumers obviously remained fairly uninterested in such products and producers were not willing to invest in their launch due to lack of clear and strong demand.

No significant new product launches in 2017

Manufacturers of nappies/diapers/pants were not active in terms of new product launches during 2017 as they were focused on other ways of gaining share, such as marketing activities and improving distribution of their products.

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