Declining birth rate, growing challenges

This article is available for reading in Trade magazin 2025/4.

Barbara Horváth
senior category manager
Essity Hungary

“According to NIQ data on Hungary, the nappy market underwent a 2.4% volume sales drop last year. However, individual segments performed differently: while open diaper sales reduced by more than 5% in terms of units sold, the pant segment recorded double-digit growth. Private label nappies performed better than the big brands”,

says Barbara Horváth, senior category manager of Essity Hungary Kft.

Éva Nagy
senior brand manager
Essity Hungary

“The Libero product line is transforming in 2025: in addition to a complete rebranding, the product format will be optimised to improve shelf visibility and logistic efficiency. One of the biggest innovations will be the introduction of “Soft Seals” on small nappy pants, launched in the first quarter of 2025”,

informs Éva Nagy, senior brand manager of Essity Hungary Kft.

Changing parental attitudes

Yvette Krubl
corporate communications manager for CEE
Procter&Gamble

Yvette Krubl, corporate communications manager for Central Europe at Procter & Gamble says parents are increasingly adopting a convenience approach: they aren’t in a hurry to toilet train their children. Consequently, nappy use is being extended and the demand for larger diapers is on the rise – up to the age of 7-8 years.

“For Generation Z, who are now becoming parents, premium quality, sustainable production, environmentally friendly materials and packaging, and a product with a minimal ecological footprint are the main criteria when choosing baby products”,

adds Yvette Krubl.

Bernadett Fügedi brand manager of DunaPro:

“Drugstore chains have been building strong positions for their private label nappies for years, but now discount chains have caught up with this trend and also introduced high quality private labels”.

Dávid Fedor
marketing manager
Planet Line Hungary

Dávid Fedor, marketing manager of Planet Line Hungary Kft. points out that the development of baby care products is influenced by strict EU and national regulations, especially with regard to ingredients, safety tests and packaging.

The number of births is falling year on year, resulting in a reduction in the number of “new consumers”.

Larger sizes and new consumer needs

In the inflationary environment of recent years, the Pampers brand of Procter & Gamble has seen volume sales stagnate in 2024 for both nappies and baby wipes. The Pampers Premium Care and Pampers Active Baby Pants product lines are extremely popular, especially with size 4 and 5 nappies. Baby wipe Pampers Harmonie Aqua is 99% pure water and contains 1% skin-friendly ingredients to maintain the right pH level of the skin. As the age and needs of children change, the range adapts accordingly. The company offers highly absorbent Night Pants and the Ninjamas for children aged 8-14, which are designed to address children’s incontinence.

Last year, the open diaper market showed a decline of more than 5%, while the pant segment achieved double-digit growth in terms of units sold

Support from the start

Bernadett Fügedi
brand manager
DunaPro

DunaPro’s brand manager Bernadett Fügedi calls attention to the fact that there is growing consumer demand for larger, monthly packs of nappies and baby wipes. These popular sizes are also available in the HUGGIES portfolio. Demand is the biggest for the premium Extra Care range of nappy pants, but the renewed Overnight Pants are also among the favourites. This year the spotlight is on DryNites special nappies. The company’s goal is to bring the brand’s items for newborns to expectant mums and new parents: if they experience their high quality and reliability from day one, they will return as loyal customers.

Nappies and baby wipes are the top products of the Violeta brand, but the company also covers the categories of baby shampoos and baths, as well as fabric softeners and washing gels. Sales have grown the most in the baby wipe segment. Innovation work focuses on skin-friendly, allergen-free and sustainable alternatives. With the marketing of the Violeta Double Care, the company’s strategy is to make it a trusted choice for premium baby care for families. //

Together for Babies for 15 years

Fifteen years ago dm launched its Together for Babies programme, which helps families with young children in difficulty through the 260 dm stores: they ease the financial burden by providing nappies that are enough for several months.

Caritas Hungary has been a partner in selecting the families from the very beginning. Together for Babies already delivers 7,530 packs of nappies to families need, in the value of HUF 27m.

“We are delighted that we have been able to implement the programme for fifteen years now”,

says Krisztina Hittner, PR and customer service team leader of dm. //