Nappies/Diapers/Pants in the Czech Republic

PROSPECTS

The birth rate is the main driver of growth in nappies/diapers/pants

Nappies/diapers/pants continued to see moderate volume growth in 2018, which was similar to the previous few years of the review period; this was driven by the positive birth rate and thus the rising consumer base. Whilst nappies/diapers saw moderate growth, disposable pants registered a more dynamic performance in both volume and current value terms in 2018.

The high number of price discounts hampers value growth

Although nappies/diapers/pants registered a positive performance in volume terms in 2018, current value sales only stagnated. Nappies/diapers are amongst the most promoted products in terms of price discounts, and this trend strengthened further at the end of the review period.

Potential threats for nappies/diapers/pants

Besides a demographic factor (the unstable birth rate), there is another potential threat to the growth of nappies/diapers/pants, which is the competition from reusable cotton/bamboo nappies. Although these products represent only a small share of sales, the rising health- and environmental-consciousness of Czech consumers could have a positive impact on sales in the future, as a growing number of parents believe that cloth nappies are healthier for their babies and/or represent a lesser environmental burden.

COMPETITIVE LANDSCAPE

Procter & Gamble Czech Republic maintains its strong lead

Procter & Gamble Czech Republic remained the clear leader in nappies/diapers/pants in 2018, with a stable value share. The company benefits from its well-established brand Pampers, which offers a wide range of product types and variants and is considered to be high-quality amongst Czech consumers.

Private label strengthens its position further

Private label has very strong position within nappies/diapers/pants, and it saw a further slight increase in its value share in 2018. This strong penetration of private label is attributable partly to the fact that Czech consumers remain highly price-sensitive in nappies/diapers/pants, and partly to the perception of private label products as having satisfactory quality for a reasonable price.

Organic/natural nappies/diapers/pants remains a small segment

Although nappies/diapers/pants which are positioned as organic/natural are available in the Czech market, their sales remained small at the end of the review period. The main reason is their significantly higher price compared with standard nappies/diapers/pants, as most Czech consumers are not willing to pay extra for these qualities.

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