PROSPECTS AND OPPORTUNITIES
Overall decline as the birth rate continues to fall
The birth rate in Georgia is expected to continue declining, leading to further volume decline of nappies/diapers/pants over the forecast period. Value growth, meanwhile, will be driven by rising prices and premiumisation in the category, as consumers increasingly opt for higher-quality, more expensive products.
E-commerce to benefit from the entry of major players
E-commerce is expected to experience growth in 2025 and beyond as the entry of major players, including Wildberries and Ozon, at the end of 2024 is expected to boost online sales going forward. The increasing demand for convenience, along with the rise and expansion of online stores, will have a positive impact on e-commerce in Georgia over the forecast years.
Increasing demand for eco-friendly and health-conscious options
Manufacturers will need to raise prices and introduce high-quality products to drive future value sales in the nappies/diapers market. There is a growing consumer preference for nappies/diapers made with natural ingredients, organic cotton, and free from colourants and bleach, reflecting the increasing demand for eco-friendly and health-conscious options.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Georgia 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 Georgia, 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 Georgia 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 Georgia?
- Which are the leading brands in Nappies/Diapers/Pants in Georgia?
- How are products distributed in Nappies/Diapers/Pants in Georgia?
- 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 Georgia - Category analysis
KEY DATA FINDINGS
Declining birth rate impacts volume sales in 2024
Ontex BVBA leads with its affordable Canbebe brand, closely followed by Pampers
Consumers trust pharmacies as a reliable channel
Overall decline as the birth rate continues to fall
E-commerce to benefit from the entry of major players
Increasing demand for eco-friendly and health-conscious options
Tissue and Hygiene in Georgia - Industry Overview
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
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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