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
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
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