Nappies/Diapers/Pants in Slovakia

PRE-COVID-19 PERFORMANCE

Focus on environmentally-friendly products and larger pack sizes in 2019

Slovak consumers continued to be increasingly interested in green products that have a low environmental impact in 2019. Manufacturers therefore strongly focused on introducing products made of natural and organic materials during the year.

Dynamic growth of e-commerce

E-commerce sales grew rapidly in 2019, seeing one of the fastest growth rates in tissue and hygiene. Young families are the main consumer group of nappies/diapers/pants and they often have experience with online shopping.

Procter & Gamble leads, whilst private label holds a significant share

Procter & Gamble’s Pampers continued to lead nappies/diapers/pants in 2019, being the most recognised brand in Slovakia. Its success lies in its widespread, well-established presence and distribution, high consumer recognition, supported by the brand’s quality, and innovation.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 1% in 2019 constant value terms in 2020. This is the same growth as in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVD-19).

Affected products within nappies/diapers/pants

With COVID-19 having little impact on nappies/diapers/pants, growth rates across product categories are being shaped by other factors. Disposable pants remains an area of growth, benefiting from its relative novelty and the social stigma associated with using nappies/diapers/pants for older children.

Recovery and opportunities

Sales of nappies/diapers/pants are expected to see marginal volume decline over the forecast period with the birth rate set to slow down due to couples deciding to postpone having children, mainly for career development reasons or financial instability. Disposable pants is the only area of growth going forward due to their low sales base, as well as increasing availability and affordability.

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