Despite returning to current value growth in 2020, after a couple of years of falling sales, nappies/diapers/pants continued to see a strong retail volume decline, although this was at a slightly slower rate than seen in the previous couple of years. Therefore, the poor performance of the category was not due to COVID-19, but part of a long-standing trend.
Disposable pants saw a growing share of sales within nappies/diapers/pants in 2020, although from a low base. Whilst nappies/diapers saw a strong retail volume decline, along with a smaller current value decline, disposable pants saw volume growth and a dynamic current value increase, maintaining the trend seen for several years.
With demand falling, the competition in the category remained intense in 2020, with many players vying for diminishing sales. Recent years saw two strong international brands emerge as the natural category leaders: Pampers by the Procter & Gamble Co and Huggies by Kimberly-Clark Corp.
COVID-19 did not have a notable impact on sales of nappies/diapers/pants in 2020, and therefore the existing trends are set to continue. Retail volume declines are predicted throughout the forecast period, although the rates of decline are expected to slow.
Price rises are expected to remain strong throughout the forecast period, with currency depreciation likely to be one factor contributing to growth. Meanwhile, the economic downturn likely as a result of COVID-19 is set to lead to greater price sensitivity amongst consumers.
However, consumers’ awareness regarding the quality of nappies/diapers/pants and the materials used in their manufacture is expected to increase in 2021 and beyond. More Belarusian parents will choose nappies not based on price, but based on characteristics such as safety and quality.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See All of Our DefinitionsThis report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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