Competitive Landscape
Procter & Gamble Defends Leadership as Private Label Gains Traction
Nappies/diapers/pants in Croatia remains highly concentrated, with the top five manufacturers accounting for the overwhelming majority of retail value share in 2025. Procter & Gamble holds a commanding lead with a 78% share, followed by Violeta with 9%, dm-Drogerie Markt with 5%, Lidl Hrvatska with 4%, and Kimberly-Clark Corp with 2%.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Nappies/Diapers/Pants industry in Croatia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nappies/Diapers/Pants in Croatia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nappies/Diapers/Pants in Croatia?
- Which are the leading brands in Nappies/Diapers/Pants in Croatia?
- How are products distributed in Nappies/Diapers/Pants in Croatia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Croatia - Category analysis
Key Data Insights
Konzum Plus and Dm Steer Shoppers Towards Price-Capped Options
Konzum Plus and Dm Steer Shoppers Towards Price-Capped Options
Private Label and Large Packs Absorb Demand as Parents Down-Trade
Dm’S Online Expansion and Violeta’S Wellness Focus Drive Differentiation
Branded Players Set to Pursue Premiumisation as Birth Rate Falls
Parents Opt for Nappies/Diapers as Pants Expected to Gain Ground in Convenience
E-Commerce and Wellness Claims to Reshape Value Strategies for Brands
Procter & Gamble Defends Leadership as Private Label Gains Traction
Health and Beauty Specialists Drive Trust and Value-Led Purchases
Tissue and Hygiene in Croatia - Industry Overview
Government Price Caps Reshape Purchasing as Affordability Dominates
Key Data Insights
Government Price Caps Reshape Purchasing as Affordability Dominates
Premiumisation Holds Firm in Retail Tissue
E-Commerce Gains Ground as a Strategic Channel
Private Label Strengthens as Brands Expected to Prioritise Value Messaging
Adult Incontinence Leads Growth as Nappies Set to Face Demographic Headwinds
Retailers Expand E-Commerce and Delivery to Reach Rural Consumers
Violeta and Private Label Increase Pressure on Mid-Tier Brands
Discounters Attract Cost-Conscious Shoppers with Affordable Tissue and Hygiene
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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