Nappies/diapers/pants registered a slight decrease in value sales, as well a drop in volume sales. Slovenia’s birth rate is continuing to decline, as working women have children at a later age and also have less children.
Procter & Gamble, distributed through Orbico, continued to have a strong lead in nappies/diapers/pants in 2021, with its Pampers brand. Other multinational Kimberly-Clark was well behind in second position, with its brand Huggies.
Disposable pants remained a key driver of both value and volume growth in nappies/diapers/pants in 2021. The convenience factor continued to encourage consumers to shift from nappies/diapers, notably the standard variety.
Nappies/diapers/pants faces an uncertain future, with there being no signs that there will be a reversal in the declining birth rate. With limited wage growth anticipated and women continuing to have children at a later age and also to have less children, this will lead to a fall in constant value and volume sales over the forecast period.
Consumers will increasingly demand more sustainable options. They will look for more environmentally-friendly products which are biodegradable or contain fewer chemicals.
While Pampers will remain the dominant brand over the forecast period, it is expected that private label brand will gain value share. While the economy is expected to recover from the pandemic and parents are prepared to spend on value-added benefits, the rapid expansion of private label from Lidl will see it gain value share, as will private label from pharmacy chains.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Slovenia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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