Nappies/Diapers/Pants in Turkey

2020 IMPACT

Initial stockpiling following lockdown announcement improves overall demand for nappies/diapers/pants in 2020

The government’s announcement of a lockdown in March 2020 in response to the pandemic resulted in some initial panic buying amongst parents, which drove up demand for nappies/diapers/pants. While demand for nappies/diapers in general had stagnated in 2019 due to further declines in the birth rate and increasing price sensitivity due to rising prices amidst high inflation and a depreciating local currency, the home seclusion trend with shielding mothers saw stockpiling of products in order to reduce their time outside of the home during the pandemic.

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 2020, 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.

Local brands continue to invest in new product development

The last two years of the review period witnessed the introduction of new brands and products to the category by local companies. 2019 saw the introduction of a new product from popular domestic brand Sleepy, which addressed increasing interest in ecological issues by combining an outer surface made of pure water, an absorbent section made of bamboo extract and organic cotton to ensure dryness.

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