• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Applications
    • Technology
    • Market
    • Other
    • Top 40
    • Buyers Guide
    • Hygiene Directory
    • More
  • Magazine
  • News
  • Exclusives
  • Applications
  • Technology
  • Market
  • Other
  • Top 40
  • Buyers Guide
  • Hygiene Directory
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    Southeast Asia Edition
    eNewsletter Archive
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Fluff Pulp Market Faces Year of Transition

    Roofing & Construction Report

    Investment Continues for Needlepunch Nonwovens

    Sustainability Report

    Spunmelt Nonwovens Update
    Company Cameo
    Financial News
    Machinery Equipment
    New Products
    Nonwovens News
    Patent Review
    People in the News
    Supplier News
    Top News
    Live From Shows
    Top News
    Freudenberg to Present Battery Pack and Liquid Absorbers at Battery Show

    The Honest Company to Sell Diapers, Wipes at Walmart

    Thinx Launches Moist Panties Campaign

    Weekly Recap: Ontex Confirms Possibility of Attindas Deal, Purell Launches New Wipes & More

    EDANA Celebrates 50th Anniversary
    Nonwovens Insights
    Online Exclusives
    Adult Incontinence
    Absorbent Core
    Antimicrobials
    Apparel
    Automotive and Transportation
    Face Masks
    Chemicals / Adhesives
    Construction
    Contract Services
    Diaper, Baby
    Electronics
    Feminine Hygiene
    Fibers
    Filtration
    Flame Retardance
    Geotextile / Agrotextile
    Home Products
    Hygiene Film/Components
    Industrial / Institutional
    Inspection / Quality Control
    Machinery and Equipment
    Medical
    Wipes

    The Honest Company to Sell Diapers, Wipes at Walmart

    Thinx Launches Moist Panties Campaign

    Vegeto Turns Milkweed Fibers into Nonwovens

    INDA Names Three Finalists for WOW Innovation Award

    Proof Launches Reusable Period Products in Walmart Stores
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunbond/Spunmelt
    Spunlace
    Thermal Bonded
    Wetlaid

    Executive Talks: 5K Fibres' President Doug Brown

    Borealis, Grabher Partner to Recycle Face Masks

    Glatfelter, Blue Ocean Closures Receives Sustainability Award at IDEA22

    Investment Continues for Needlepunch Nonwovens

    Murtra Nonwovens
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    Sub-Saharan Africa’s Specialist Nonwovens and Fibers Capability is Growing Steadily

    Southeast Asian 5 Nonwoven Capacity and Demand Development

    Chinese Baby Diaper Brands

    Retail Disposable Hygiene in Southeast Asia and China: Growth Outlook, Challenges, Opportunities

    Albarrie Installs Stenter
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Flushability
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    Vegeto Turns Milkweed Fibers into Nonwovens

    Rif care Launches Hemp-Based Period Products

    Boots to Prohibit Sale of Plastic-Based Wipes

    Dyper Partners with rePurpose Global to Remove Nearly 100,000 KG of Plastic Waste from Environment

    Borealis, Grabher Partner to Recycle Face Masks
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    Investkonsult Sweden AB

    WEIMA America, Inc.

    Schott & Meissner Maschinen- und Anlagenbau GmbH

    Robinson, Inc.

    Alliance Machine and Engraving
    Brands
    Brand Owners
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • Southeast Asia Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • All Companies
      • Categories
      • Company Profiles
      • Add Your Company
    • Applications
      • Absorbent Core
      • Adult Incontinence
      • Antimicrobials
      • Apparel
      • Automotive and Transportation
      • Chemicals / Adhesives
      • Construction
      • Contract Services
      • Diaper, Baby
      • Electronics
      • Feminine Hygiene
      • Fibers
      • Filtration
      • Flame Retardance
      • Geotextile / Agrotextile
      • Home Products
      • Hygiene Film/Components
      • Industrial / Institutional
      • Inspection / Quality Control
      • Machinery and Equipment
      • Medical
      • Wipes
      • Face Masks
    • Technology
      • Air Through Bonding
      • Airlaid
      • Carded/Carding
      • Chemical Bonded
      • Composite
      • Meltblown
      • Needlepunch
      • Nanotechnology
      • Spunbond
      • Spunlace
      • Thermal Bonded
      • Wetlaid
      • Spunbond/Spunmelt
    • Market
      • China
      • Eastern Europe/Russia
      • India
      • Middle East/North Africa
      • North America
      • Pacific Rim
      • South/Central America
      • Turkey
      • Western Europe
    • Other
      • Associations
      • Contracts / Awards
      • Education
      • Facilities / Capacity
      • Green / Sustainability
      • Legal / Regulatory
      • Market Data
      • Mergers and Acquisitions
      • Product Improvement / Innovation
      • R&D/Basic Research
      • Shows / Events
      • Flushability
    • Top 40 Companies
      • Chart
      • Companies
    • Online Exclusives
    • Slideshows
    • Hygiene Directory
      • Brands
      • Brand Owners
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Whitepapers
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
      • Live From Asian Connections
    • Jobs
    • Resources
      • Suppliers Gallery
      • Literature Showcase
      • Web Showcase
      • Home Page Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    Baby Diapers in Nigeria

    Competitors are fighting to be part of the action.

    Baby Diapers in Nigeria
    Baby Diapers in Nigeria
    Related CONTENT
    • Kimberly-Clark (K-C)
    • Turning Trash into Treasure
    • There’s Something About China
    • Molfix
    • 2017: The Year That Was
    Danielle le Clus-Rossouw, Senior Analyst, Euromonitor Cape Town, South Africa01.05.18
    Companies are increasingly realizing the high growth and gap in the Nigerian market due to the significant percentage of the population that does not use diapers in developing nations, as developed nations are experiencing a slowdown in size and the aging of their populations. Developing nations such as Nigeria are seeing a rise in their population aged zero to three years old, reaching 14% of the total population in 2017 at 26 million potential baby consumers.

    In 2017 diaper growth is however hampered from the supply side, with stock shortages of quality brands due to the challenge of raising capital, and a shortage of foreign exchange as well as lack of local manufacturing due to electricity constrains still being significant issues. This is especially a problem for smaller brands that wish to play a role in the formal market. For example, brands like Dr. Brown, Baby Hugg, Sunfree, Cuddles, Rose Tenders and Mary Diamond, are all importing diapers while leading brands such as Molfix, Pampers and Huggies are protected against this by their companies’ strong international financial backing.

    Hayat Kimya Nigeria Ltd., meanwhile,  has benefitted from putting up a manufacturing plant with its own electricity generating facilities.

    Molfix Takes the Leading Position in Diaper Volume Sales
    The storm of Molfix diapers by Hayat in the Nigerian market in 2015 has led to stronger competition between brands. The company has positioned the brand at an affordable level for the ‘struggling’ middle class with distribution throughout all retail channels in both rural and urban areas and it has various distribution warehouses, run by companies and individuals who have warehouse capabilities and the necessary capital to secure their spots. Hayat also opened a local manufacturing plant in mid-2017, and can thus ensure higher availability of stock. This has led to significant volume growth of 844% since entering the market, placing it in the leading volume position. However, due to its lower price positioning, it ranks second in value terms in 2017. With its growing market penetration and availability of stock, Molfix is expected to reach brand dominance in both volume and value by 2019.

    Leading Competitors Engage in an Aggressive Price War to Gain Market Share
    Competitors have taken robust approaches in attempting to maintain marketshare and boost sales in a harsher economic climate. Hayat, Procter & Gamble (P&G) and Kimberly-Clark all carried out industry surveys with both consumers and retailers to are assessing the market to ensure optimal proficiency in 2017. Further efforts to secure higher market sales included offering distributors promotional discounts in the first half of the year to help boost sales. Hayat has offered distributors a 10% discount across all products and an extra 3% when they exceeded a certain sales level. P&G initially ran a buy-15-get-two-free promotion, which was later lowered to buy 20 bundles get one free. This resulted in further brand discounts offered mid-year: 4.5% discount by P&G and 9% by Hayat. Retailers and distributors complained bitterly about these price wars, as they would buy bulk for discount purposes one day, only to see a further price reduction the next.

    Smaller Competitors Under Significant Pressure to Perform
    Smaller brands’ performances are not only hampered by the intense competition from quality low-cost brands from the leading players Hayat and P&G, but also by a weak performance from their own end. Kimberly-Clark, for example, is under pressure from consumers who are complaining that its Huggies size three is too small compared to typical size 3 diapers, while brands such as Dr. Brown, Sunfree and Baby Huggs are experiencing frequent stock-outs, mainly due to these companies importing their products. Sunfree diapers were noticeably short in Ketu, Agege and Oshodi, while Baby Huggs re-entered the market in February after an absence in January. The Pampers brand also came under fire from consumer complaints of leakages, which led to a volume sales drop for the brand.

    Formal Retail as Distribution Partners Appealing for Growth
    The informal market is flooded with over 50 brands of cheap Chinese imports, but these are considered unreliable. Parents take pride in their children and aim to give them the best that they can afford, and those in the low-income group would rather use the cloth alternative than cheaper imports.

    Brands placed in formal retail stores, primarily in hypermarket Shoprite, have reportedly been selling well, as Shoprite is reportedly boosting all competitor sales when sold through its outlets. Shoprite is considered to deliver quality products and has high stock availability, thus is a trusted store to get the brand that the consumer is looking for. In 2017, the Dr. Brown’s brand of nappies was threatened to be taken off the shelf due to stock-outs, which damaged the Shoprite brand. This is, however, the channel in which Wemy International sees its highest sales. Thus stock availability is essential to keep boosting sales.

    Brand Owners Looking at Smart Initiatives to Boost Company Growth
    To expand company sales, all brands are intensifying their sales into the business environment, especially hospitals, which currently generate approximately 20% of total market volume sales. Hospitals as a channel is growing significantly. Brand owners are reaching partnership agreements with hospitals, selling diapers to them at lower prices. Brands are eager to make their sales via this channel, as this gives parents the opportunity to try a brand, and if happy in using it, they will continue purchasing the brand once they leave the hospital. Hayat currently leads hospital baby nappy sales, while Pampers is pushing below-the-line promotion and engaging with parents to boost sales.

    More players will also be implementing strategies to deliver more efficient product lines, cut back on company costs and seek investments. For example, a major Japanese brand owner is researching opportunities to partner with small local manufacturers to tap into the market and motivate company growth. Meanwhile, local player Wemy Industries is approaching international investors to help establish a local manufacturing plant to help lower product costs and assist with ensuring continuous product supply. It stopped local production in 2008 and started importing in 2009 due to electricity supply issues, but hopes to have success this time around, especially with the local manufacturing success of competitor Hayat.

    Thus, despite the economic recession in Nigeria in 2016 and slow economic growth in 2017, diapers saw 6% volume growth in 2017. The growth will continue over the forecast period with a 9% CAGR to reach 3.6 billion units sold in retail in 2022. Baby diapers is still far from mature with most of the population not making use of these products, while the improving status of women, rise in the baby population, urbanization growth, price affordability and increasing efforts from competitors to have available stock, is creating an excellent platform for future growth.
    Related Searches
    • Rise
    • since
    • pampers
    • kimberly-clark
    Related Knowledge Center
    • Diaper, Baby
    • South Africa
    Suggested For You
    Kimberly-Clark (K-C) Kimberly-Clark (K-C)
    Turning Trash into Treasure Turning Trash into Treasure
    There’s Something About China There’s Something About China
    Molfix Molfix
    2017: The Year That Was 2017: The Year That Was
    The Feminine Hygiene Market The Feminine Hygiene Market
    K-C Earns Perfect Score on 2018 Corporate Equality Index K-C Earns Perfect Score on 2018 Corporate Equality Index
    Molfix Dominating Nigerian Diaper Market Molfix Dominating Nigerian Diaper Market
    Technavio Identifies Top Trends in Baby Wipes Technavio Identifies Top Trends in Baby Wipes
    Essity’s Sales Grow Essity’s Sales Grow
    Study Tracks Global Sanitary Pads Market Study Tracks Global Sanitary Pads Market
    K-C Gains Tax Incentives for Paris Investment K-C Gains Tax Incentives for Paris Investment
    Top Companies in the Nonwovens Industry: Lydall Top Companies in the Nonwovens Industry: Lydall
    Top Companies in The Nonwovens Industry: Mogul Top Companies in The Nonwovens Industry: Mogul
    Top Companies in The Nonwovens Industry: Suominen Top Companies in The Nonwovens Industry: Suominen

    Related Content

    • Kimberly-Clark (K-C)

      Kimberly-Clark (K-C)

      ...
      01.12.18

    • Diaper, Baby | Green/Sustainability
      Turning Trash into Treasure

      Turning Trash into Treasure

      Unicharm, P&G, K-C lead efforts in diaper recycling around the world
      Karen McIntyre, Editor 01.05.18

    • There’s Something About China

      ...
      Karen McIntyre, Editor 01.05.18


    • Molfix

      Molfix

      ...
      12.18.17

    • 2017: The Year That Was

      2017: The Year That Was

      Innovation, expansion, investment continue to be the key themes in nonwovens.
      Karen McIntyre, Editor 12.07.17

      Trending
      • The Honest Company To Sell Diapers, Wipes At Walmart | Nonwovens Industry
      • Kimberly-Clark To Expand Diaper, Wipes Production In Suzano, Brazil | Nonwovens Industry
      • Ontex Confirms Possibility Of Attindas Deal | Nonwovens Industry
      • Bambo Nature Diapers Now Feature Paper Packaging | Nonwovens Industry
      • Vegeto Turns Milkweed Fibers into Nonwovens
      Breaking News
      • 'Right' Hygiene Conference to be Held in June
      • Freudenberg to Present Battery Pack and Liquid Absorbers at Battery Show
      • H&V Appoints Vice President and General Counsel
      • The Honest Company to Sell Diapers, Wipes at Walmart
      • Jim Cree Joins Monadnock Nonwovens
      View Breaking News >
      CURRENT ISSUE

      May 2022

      • Fluff Pulp Market Faces Year of Transition



      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Bilberon Bilberry Extract Receives U.S. Patent For Eye Strain, Neck/Shoulder Pain
      Jordan Process Receives Nutrasource ICAP Certification for CBD
      FDA Warns About Steroids or Steroid-Like Substances in Bodybuilding Supplements
      Coatings World

      Latest Breaking News From Coatings World

      Award for Sustainability: Evonik Receives EcoVadis Platinum Rating Again
      HMG Paints Gets Their Running Shoes On
      AGM Secures Exclusive Distribution Agreement with Indian Partner Imkemex
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      Robocath Presents Results from R-Evolution Clinical Study
      Medtronic's Resolute Onyx Drug-Eluting Stent Shows Success for Left Main PCI
      Medtronic Shares 3-Year Renal Denervation Blood Pressure Trial Data
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Emergent CDMO Case Studies: Project Design & Implementation of Fill/Finish Technologies
      Aptar Pharma Launches HeroTracker Sense
      MasterControl Features Quality Management and Manufacturing Execution Systems
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      Mielle Organics Welcomes Steve Pamon to Advisory Board
      Makeup Revolution Expands into Walgreens
      Nu Skin Joins EcoBeautyScore Consortium
      Happi

      Latest Breaking News From Happi

      Revolution Beauty Expands Makeup Revolution Into Walgreens
      Barentz Develops Electronic Personal Care Product Guide
      P&G Temporarily Closes Downtown Cincinnati Office Due to Potential Security Concerns
      Ink World

      Latest Breaking News From Ink World

      Award for Sustainability: Evonik Receives Platinum Rating Again
      Nazdar Ink Technologies to Showcase Latest Ink Innovations at FESPA Global Print Expo 2022
      Epson Introduces First Direct-to-Fabric Printer for North America
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      In-Mold Decorating Association announces 2022 IMDA Awards Competition
      Essentra Packaging invests in Landa Nanographic press
      Nazdar to manufacture VFP electronic ink for US Market
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      'Right' Hygiene Conference to be Held in June
      Freudenberg to Present Battery Pack and Liquid Absorbers at Battery Show
      H&V Appoints Vice President and General Counsel
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      Envista To Acquire Osteogenics
      Exactech Earns Breakthrough Status for JointMedica's Polymotion Hip Resurfacing
      Orthotic Brace Suppliers Convicted in $6.5M Fraud Scheme
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Tageos Launches EOS-840 RAIN RFID Sensor Inlays
      Emerson Earns Third Consecutive 2022 ENERGY STAR Partner of the Year Award
      First Solar to Sell Japan Project Development, O&M Platforms to PAG Real Assets

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login