Nappies/diapers/pants saw a slight decline in retail volume terms in 2018 with value growth sustained by a significant rise in the category’s average unit price. The population aged 0-3 years declined throughout the review period due to a falling birth rate with this trend set to continue over the forecast period.
Positive factors influencing nappies/diapers/pants include improved living standards and a greater focus on health and hygiene. Furthermore, busy parents are showing a growing appreciation for products which provide convenience.
Consumers have begun showing a growing interest in higher quality products as they look to provide the best for their children, while there has also been a growing interest in products which are eco-friendly. This has been driven by efforts from the government and NGOs to reduce the amount of waste going to landfills, including nappies/diapers/pants.
Orbico retained its dominance in 2018 with it distributing the global Pampers brand. The brand has a long-standing presence in Slovenia with it being widely distributed and featuring prominently on retailers’ shelves.
Local player Tosama saw double-digit current value growth in 2018 with its Babycharm-Natural and Bébé Cash brands proving increasingly popular. The company is a distributor for French brand Bébé Cash, which is focused on providing quality products at affordable prices, with its products also being free from fragrances, colourants, preservatives and paraben, as well as being hypoallergenic.
During the great recession consumers shifted towards lower-priced economy products, which drove the growth of private label lines of nappies/diapers/pants from leading chains of modern grocery retailers and drugstores. Private label continued to increase its value share during the review period despite the country seeing an economic improvement.
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This industry report originates from Passport, our Tissue and Hygiene market research database.