In 2018, disposable pants for smaller babies appeared in the marketplace. Leading brands Pampers (Procter & Gamble Ukraine) and Huggies (Kimberly-Clark Ukraine) launched disposable pants for babies with weight from 6kg.
Affected by economic and political instability over the review period, the birth rate in Ukraine is going down, which negatively influences newborn nappies/diapers. On the other hand, ascending economic trends contribute to per capita consumption of newborn nappies/diapers/pants, which resulted in the category’s positive value growth in 2018.
In 2018, the Ukrainian economy demonstrated positive trends. As a result, parents of babies were not concerned about achieving early potty training as much as they were over the review period.
There are two highly competing leading brands within nappies/diapers/pants: Pampers (Procter & Gamble Ukraine) and Huggies (Kimberly-Clark Ukraine). Both brands operate within the premium price segment and are the most well-known ones on the market.
By launching a budget brand, Joy, in 2017, Ontex Ukraine demonstrated the fastest value growth in 2018. The company successfully used its logistics approach to provide good availability for its new brand.
The only Ukrainian brand operating in nappies/diapers/pants is Pi-Pi by Fabryka Kombi, available within the low-end price segment. In 2018, it was the only brand that demonstrated negative value growth.
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This industry report originates from Passport, our Tissue and Hygiene market research database.