Sales of nappies/diapers/pants were not significantly impacted by the outbreak of COVID-19, aside from some stockpiling seen at the start of the crisis, with parents concerned about supply shortages. Nevertheless, volume sales continued to decline, although this was to do with demographic factors.
Disposable pants remained the most dynamic category in retail volume terms in 2020, albeit with growth coming from a relatively low base. As consumers become more familiar with these products they are attracting a wider audience, who appreciate the convenience they provide.
Kimberly-Clark Ukraine LLC and Procter & Gamble Ukraine TOV continued to dominate nappies/diapers/pants in 2020, with the two multinational companies competing closely for the lead with their Huggies and Pampers brands, respectively. While both companies continued to record growth in current value terms in 2020, Procter & Gamble lost share due to mounting price competition.
Nappies/diapers/pants is projected to return to growth over the forecast period in retail volume terms, with this being driven by disposable pants and junior nappies/diapers. A key factor behind these projections is an expected rise in the average age at which children enter potty training.
In contrast to junior nappies/diapers/pants, standard and new born nappies/diapers are projected to continue on a downward spiral, with further losses anticipated over the forecast period in retail volume terms. A key factor behind this is an anticipated further decline in the birth rate, with the population aged 0-1-years expected to decline by an estimated 15% over the forecast period.
Nappies/diapers/pants are quite bulky items meaning it can be quite inconvenient to purchase larger packs, especially if you do not have access to a car. Prior to 2020 e-commerce held only a small share in nappies/diapers/pants, but due to the introduction of the government’s strict measures to contain COVID-19 online sales took off during 2020.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Ukraine 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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