Nappies/Diapers/Pants in the Czech Republic

PRE-COVID-19 PERFORMANCE

Demographics and discounting limit development of nappies/diapers/pants in 2019

Nappies/diapers/pants saw total volume sales stagnate in 2019 as the gradual decline in the Czech Republic’s birth rate persisted. Trading up to products offering superior quality, functionality, comfort and convenience helped to ensure the category developed positively in current value terms, though growth remained modest as the high level of price-sensitivity among consumers continued to encourage aggressive and widespread discounting.

Pampers launches eco-friendly range in 2019 as threat from reusable nappies grows

While stagnation in nappies/diapers/pants volume sales in 2019 was primarily due to the declining birth rate, demand was also constrained by increasing competition from reusable cloth nappies. Such products – which are typically made from bamboo or cotton – became more widely available and popular in the Czech Republic during the review period thanks to rising environmental concerns and the growing belief among some parents that they are healthier for babies than disposable alternatives.

Procter & Gamble maintains its lead in 2019 as dm-Drogerie Markt gains ground

Procter & Gamble remained the clear leader in nappies/diapers/pants in 2019. 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 longstanding reputation for quality among Czech consumers.

2020 AND BEYOND

COVID-19 impact

Nappies/diapers/pants value sales at constant 2019 prices are now expected to decline by 2% in 2020 in light of the impact of COVID-19. This is unchanged on the 2019 constant value decline of 2% projected in Euromonitor International’s 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

With COVID-19 unlikely to have a major impact on overall demand, the declining birth rate will continue to be the main factor shaping the development of individual nappies/diapers/pants categories in 2020. Facing lower and less immediate exposure to this demographic trend, disposable pants is expected to remain the most dynamic performer in volume and current value growth terms.

Recovery and opportunities

Nappies/diapers/pants is expected to see total volume sales decline throughout the forecast period. Growth in total current value sales meanwhile is projected to be very modest, and slow steadily towards 2024.

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