Nappies/Diapers/Pants in Slovakia

PROSPECTS

Positive birth rates over 2016-2018 support sales

The relatively good retail value and volume performance of nappies/diapers/pants in 2018 was stimulated by positive birth rates seen during 2016-2018 in Slovakia which created a greater consumer base. Those born in 2016 and 2017 were the main driver behind the 2018 growth of junior nappies/diapers and disposable pants.

Disposable pants gains ground

Disposable pants are still considered a novelty in Slovakia as there is social stigma associated with using nappies/diapers/pants for older children, although this mindset is changing as parents’ busy lifestyles encourage their greater use. If a product is used by older children, nappies/diapers are usually chosen rather than disposable pants due to their more favourable unit price.

Demand for additional qualities in nappies/diapers/pants rises

Value-added features such as greater absorption rates, increased comfort, and greater breathability of materials used, which help with sensitive skin and deliver better hygiene and comfort, are becoming more common as demand for additional features rises. In accordance with growing demand for eco-friendly, natural and organic products across all fmcg, nappies/diapers/pants is also seeing increased interest in environment-friendly products.

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its leading position

Procter & Gamble’s Pampers continued to lead nappies/diapers/pants in 2018, being the most recognised brand in Slovakia. Its success lies in its widespread, well-established presence and distribution, and high consumer recognition, supported by the brand’s quality.

Private label holds a significant position

During a decade of economic contraction, consumers shifted towards lower-priced economy products, which spurred the growth of private label lines from leading modern grocery retailers and drugstores, especially towards the end of the review period. The trend was supported by substantial investments in product development and distribution, as companies recognised the opportunity to win over consumers with lowered incomes.

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