Nappies/Diapers/Pants in Turkey

2021 DEVELOPMENTS

Demand for nappies/diapers/pants resumes pre-pandemic dynamics in 2021

In 2021, nappies/diapers/pants demonstrated albeit positive, low volume growth. This came after a year of high volume growth when parents stockpiled such products in the early stages of the pandemic out of fear of shortages.

Pampers retains leadership but local brands and private label continue to attract price-sensitive consumers

Procter & Gamble’s Pampers remained the leading brand of nappies/diapers/pants in 2021, gaining further volume and value share due to its first-mover advantage, its extensive distribution network and exceptionally large advertising and marketing budget. However, it continued to see greater competition from local brands, particularly economy options such as Sleepy from Eruslu Saglik.

Both multinational and local companies innovate to compete with private label

In order to compete against private label, manufacturers of branded products sought to differentiate their nappies/diapers/pants in terms of both product and packaging. For example, Procter & Gamble launched the “Heroes” series disposable pants under its Pampers brand, with children superheroes such as Superman, Batman and Wonder Woman drawn on the pants.

PROSPECTS AND OPPORTUNITIES

Overall slower volume growth predicted in line with declining birth rates

While nappies/diapers/pants is expected to register positive volume growth over the course of the forecast period, demand is set to slow across the category compared to the review period in line with further predicted declines in the birth rate. This is likely to encourage players to look at other ways to expand the category in the longer term through innovative product development to appeal to mid- to high-income consumers who are increasingly interested in more sustainable and natural materials which they deem to be safer for their babies.

Convenience will continue to drive stronger performance by niche disposable pants

While recording a lower volume growth rate compared to the review period, disposable pants is still predicted to continue to record the most impressive performance over the forecast period. It is a relatively new category and an increasing number of companies are expected to launch products, attracting busy affluent parents who reside in urban areas and are willing to pay the higher-than-average unit price, as they appreciate the convenience these products offer.

Private label likely to gain further share due to price sensitivity

Lingering price sensitivity is likely to result in greater share gain for local companies over the early part of the forecast period, especially as they continue to improve the quality of their offer in addition to competitive prices. Furthermore, the increased quality and range of private label nappies/diapers/pants is likely to further intensify competition with multinational brands, especially since many of these products are offered by leading grocery retailers such as BIM, A101 and Migros, which have expanded their number of outlets in Turkey, and making their products more accessible to parents.