Nappy market: forced to adapt

This article is available for reading in Trade magazin 2026/04

Yvette Krubl
senior corporate
communications manager,
CEE 
Procter&Gamble

 “Inflation also contributed to the small decline in value sales, prompting manufacturers to support consumers with price reductions, who also rationalised their purchases and consumption”,

explains Yvette Krubl, Procter & Gamble’s senior corporate communications manager for Central Europe.

Maximum protection

Barbara Horváth
senior category manager
Essity Hungary

Barbara Horváth, senior category manager at Essity Hungary Kft. points out that the number of births in Hungary dropped 18% compared to the average for the past five years and by 7% compared to 2024.

“Based on NIQ data on Hungary, we observed a 3.5% decline in volume sales during the year. However, the picture varies across segments. While pull-ups closed 2025 with a 7% decline in the number of products sold, the pant segment achieved growth of over 8%”,

says the senior category manager.

In Procter & Gamble’s nappy and wipe portfolio sizes 4 and 5 are typically the most popular within the Pampers Premium Care and Pampers Active Baby Pants product ranges. Development work with Pampers Premium Care nappies focuses on maximum protection and care. The version created for newborns has an extra-soft umbilical cord protection layer that fits the sensitive tummy.

Consumers typically buy their monthly diaper supply in bulk during promotions. In addition, composition, skin‑friendly properties, practicality and reliability are also key factors in their decision‑making

Complete renewal

Éva Nagy
senior brand manager
Essity Hungary

In 2025 Essity Hungary Kft. fully renewed the Libero brand family. Éva Nagy, senior brand manager at Essity Hungary Kft:

“The complete renewal of the Up&Go product line was a milestone. We introduced even more comfortable, softer materials that offer reliable protection against leaks, while giving babies maximum freedom of movement”.

Libero nappies are designed to suit the sensitive skin of babies, using breathable materials. They don’t contain body lotion and are dermatologically tested. Price-sensitivity remains a key factor, with 70-80% of sales realised at promotional prices.

Bernadett Fügedi
brand manager
DunaPro

“We see products with increasingly advanced features, which contributes to a higher level of user experience. New technologies are appearing in the shape of nappies, their raw material composition, absorbency, and elasticity”,

informs Bernadett Fügedi, brand manager at DunaPro.

Viktor Pekó
managing director
Pekovker

“Technological developments improve comfort, absorbency, and breathability. Parents are looking for products that aren’t only effective and comfortable, but also manufactured in a sustainable way”,

adds Viktor Pekó, managing director of Pekovker Kft.

Support from day one

The Huggies Extra Care premium product line is a favourite in the DunaPro range, as it provides the gentlest and safest care for babies from birth. For older babies Overnight Pants night time nappies are the most popular, designed specifically for long nights, with multiple absorbency capabilities and complete safety, providing up to 12 hours of protection for the baby.

Under Pekovker Kft.’s Baby Gold brand nappies are the most dynamically growing category, while traditional nappy pants also show stable demand. The company’s innovation directions are determined by environmentally friendly solutions and an innovative approach. Their short-term goal is to introduce biodegradable nappies – product packaging is already made from 100% recycled materials.