Nappies/Diapers/Pants in Slovenia

PRE-COVID-19 PERFORMANCE

Slovenia’s declining birth rate compromises the category’s growth potential

With sales of nappies/diapers/pants continuing to decline in 2019, the main influence on the category during the year was the falling numbers of babies being born in Slovenia. This trend has in developing for many years and it has developed to the point where it is even said to constitute a national crisis.

Major international brands battle with private label for supremacy

At the end of the review period, the leading names in nappies/diapers/pants were Pampers and Huggies, the global brands offered by Procter & Gamble (via its local distributor Orbico doo) and Kimberly-Clark respectively. Pampers is by far the strongest brand in the category and this is due not least to its longstanding presence in the category and its well-established reputation for consistently high quality.

The future looks bleak for nappies/diapers/pants in Slovenia

Looking ahead to the forecast period, it is unlikely that nappies/diapers/pants will be able to recover any of the ground it lost during the review period. With Slovenia’s birth rate likely to remain low and in fact slated for further declines, it is unlikely that enough babies will be born in the country to spur significant growth in sales of nappies/diapers/pants.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to decline by 2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is in line with the 2% decline forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Any longer term impact of COVID-19 on spending on nappies/diapers like pants, specifically due to a slowdown in economic activity, is likely to hit categories that are seen as optional harder than those that are regarded as essential items for all households with babies. Thus, standard nappies/diapers is likely to avoid any negative fallout from COVID-19 than disposable pants.

Recovery and opportunities

Over the longer term, the sales declines that were already expected to be seen in sales of nappies/diapers/pants due to unfavourable demographic trends are unlikely to have been reversed or exacerbated by the arrival of COVID-19. Thus, it is likely that moderate declines in demand for nappies/diapers/pants will continue being seen over the forecast period.

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