In 2021, the performance of nappies/diapers/pants was negatively impacted by declining birth rates in the Czech Republic. At the same time, the development of volume sales was also constrained by increasing competition from reusable cloth nappies.
The COVID-19 crisis has had a limited impact on nappies/diapers/pants due to the essential nature of the products. In the context of constraints on volume growth, manufacturers have sought to drive value sales with a focus on added-value product development, with only limited promotional activity.
Procter & Gamble remained the clear leader in nappies/diapers/pants in 2021. The company offers an extensive range of products under its well-known and widely distributed Pampers brand, which benefits from consistently strong promotional support and enjoys a long-standing reputation for quality amongst Czech consumers.
The decline in the Czech Republic’s birth rate is set to weaken demand for nappies/diapers/pants during the forecast period. There is also the potential for the negative impact of this demographic trend to become more pronounced if prolonged economic and social disruption due to COVID-19 encourages young adults to postpone starting families.
Over the forecast period, consumers are expected to become increasingly interested in sustainable products that have a lower environmental impact than standard alternatives. Such products are expected to become more widely available across the country as manufacturers seek to drive value sales through, for example, expanded ranges of organic, natural or sustainable products.
Having gained more online experience during the COVID-19 crisis, consumers are likely to compare the brands available through e-commerce stores in the forecast period, with social media platforms also providing an arena for parents to compare notes on products. This is likely to be an ongoing process, with consumers continuing to monitor products as their children grow.
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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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