• 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
    2020 Trends in Nonwovens

    Focus on: Eastern Europe and Russia

    The Year that Was 2019

    Nonwovens in Automotives

    Hygiene Components Suppliers Adapt to Change
    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
    NDC Appoints President

    Archroma Names CEO

    Nice-Pak to Offer Sustainable Solutions to Every Customer

    FiltXPO Speaker Line-Up Announced

    Optima Packaging Honored at Regional Competition
    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

    Podcast: Natalia Richer of Diaper Testing International

    Archroma Names CEO

    Nice-Pak to Offer Sustainable Solutions to Every Customer

    The Feur System Offers Help to Incontinence Sufferers

    The Global Market for Baby Care: Where is it Currently and Where is it Going?
    Air Through Bonding
    Airlaid
    Carded/Carding
    Chemical Bonded
    Composite
    Meltblown
    Needlepunch
    Nanotechnology
    Spunbond
    Spunlace
    Thermal Bonded
    Wetlaid

    Freudenberg Acquires Slovenian Needlepuncher

    Airlaid Market Report

    Video: Coming in November 2019

    Nxtnano Introduces nFLUX Nanofiber Membranes

    Freudenberg Submits Offer to Buy Low & Bonar
    China
    Eastern Europe/Russia
    India
    Middle East/North Africa
    North America
    Pacific Rim
    South/Central America
    Turkey
    Western Europe

    Freudenberg Acquires Slovenian Needlepuncher

    Italian Nonwovens Sector on Verge of Breakthrough

    E-Commerce in Africa and the Opportunities for a Hygiene Manufacturer

    Dates Announced for ANDTEX 2020

    Nippon Tungsten Opens Brazilian Facility
    Associations
    Contracts / Awards
    Education
    Facilities / Capacity
    Green / Sustainability
    Legal / Regulatory
    Market Data
    Mergers and Acquisitions
    Product Improvement / Innovation
    R&D/Basic Research
    Shows / Events

    Nice-Pak to Offer Sustainable Solutions to Every Customer

    FiltXPO Speaker Line-Up Announced

    Freudenberg Acquires Slovenian Needlepuncher

    Hrinko Honored with INDA Lifetime Service Award

    Chester Honored at Hygienix
    Chart
    Companies
    All Companies
    Categories
    Company Profiles
    Add New Company
    International Buyers Guide Companies
    OPTIMA nonwovens GmbH

    XIAMEN GACHN TECHNOLOGY CO., LTD

    Infiana

    Investkonsult Sweden AB

    Wacker Chemie AG
    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
    • Technology
      • Air Through Bonding
      • Airlaid
      • Carded/Carding
      • Chemical Bonded
      • Composite
      • Meltblown
      • Needlepunch
      • Nanotechnology
      • Spunbond
      • Spunlace
      • Thermal Bonded
      • Wetlaid
    • 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
    • Top 40 Companies
      • Chart
      • Companies
    • Online Exclusives
    • Hygiene Directory
      • Brands
      • Brand Owners
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Whitepapers
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
      • Live From Asian Connections
    • 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

    Africa Baby Diaper Market

    Africa’s diaper market has finally reached the tipping point.

    Africa Baby Diaper Market
    Related CONTENT
    • The Personal Care Wipes Market
    • Hayat Kimya Establishes Pakistani Subsidiary
    • India’s Nobel Hygiene Continues to Grow
    • Ontex Reports Successful 2017
    • Pegas Receives Incentives for New R5 Line
    Raymond Chimhandamba, Diaper Industry Consultant07.06.18
    After many years of low penetration compared to other markets around the globe, Africa’s diaper market has finally reached a tipping point. Several recent investments in the Africa region by global players in the hygiene and nonwovens sector are confirmation of this. 

    Pegas Plans its First Factory in Sub-Saharan Africa
    In 2017, Pegas Nonwovens, the largest producer of spunmelt nonwovens in Europe, the Middle East and Africa, finalized the purchase of their land in Cape Town, in preparation to put up a new factory, their second on the continent, but their first in Sub-Saharan Africa. It is anticipated they plan to invest R1.3 billion. 

    Production is expected to commence in early 2019 and the factory will have an annual production capacity of approximately 10,000 tons. Pegas already has a factory in Egypt. This South African move is a most logical investment. The two biggest diaper manufacturers Procter & Gamble and Kimberly-Clark are No. 1 and No. 2 respectively, in South Africa, Africa’s second biggest economy. 

    Spunchem Increases Its Capacity
    In 2016, Spunchem International, another nonwovens player who has been in the South African market for the past 20 years, responded to the anticipated growth within the South African hygiene sector by increasing its production capacity in its hygiene focused facility to 32,000 tons per annum by 2018. 

    Their website says, “Spunchem worked hand in hand with a top-three diaper manufacturer, which included extensive trials of product manufactured using the technology that Spunchem will employ.” In July 2016, the company completed  construction on a  state-of-the-art SMXS line of 8000 tons per annum nameplate capacity plant, to increase total capacity to over 22,000 TPA nameplate capacity. This was Spunchem’s fourth spunbond line. A second 10,000 TPA SMMS plant is scheduled to be completed by the end of 2018 to meet the market requirements of South Africa and surrounding regions.

    In addition, Spunchem plans to increase its coating/laminating and printing capacity. The company currently operates three coating / laminating lines, which includes the ability to make cloth like backing sheet, cast film, breathable film and textile backing sheet.

    South Africa is the biggest market in the Southern African Development Community (SADC) economic block. So any manufacturer based in South Africa will have full advantage to export their goods to the other 14 SADC members, among them key markets of Angola, Democratic Republic of Congo, Mozambique and Tanzania, without paying duties, as long as the product is manufactured in a SADC member country and carries a SADC certificate. Other markets like Mauritius, Namibia and Botswana, while their population sizes are small, offer consumers that have much higher disposable incomes than the regional average.  Diaper market penetration is also higher in these markets, for the same reason. Furthermore the retail environments in these countries are also quite highly developed, which makes distribution easier and translates to better and easier access to that high disposable income consumer. 

    Ontex Opens a Factory in Ethiopia
    Last year, Ontex Global opened a state-of-the-art factory in Ethiopia, Africa’s second largest market and its fastest growing. I am made to believe they are very happy with their progress. They anticipate by June 2018 they will be putting in additional new machines, over and above the current equipment that runs at 700 diapers per minute. Ontex’s CEO, Charles Bouaziz, at the official opening in Addis Ababa, said, “Our objective is more or less to double every five years, which represents a 15% growth.”  He went on to thank Ontex’s 11,000 employees around the globe. This is Ontex’s first significant investment in Sub-Saharan Africa and it will go a long way to allow Ontex to service the East Africa market as well as meet this five year goal.

    Molfix Gains More Than 44% Marketshare in Nigeria After Three Years
    Molfix, Hayat Kimya’s flagship diaper brand, was launched in Nigeria three years ago. In that time the brand has amassed a more than 44% marketshare, according to A.C. Nielsen’s 2017 report.  The Nigerian market offers a huge opportunity as Africa’s biggest market by population and Africa’s biggest economy. But Nigeria is not an easy market to operate in, let alone to manufacture products. Electricity supply is not consistent, poor road networks hamper distribution efforts and the consumers have a restricted disposable income. 

    Despite these challenges, the opportunities are hard to resist.  According to Euromonitor, in 2017 Nigeria had a potential 26 million baby customers, about 14% of the population. For any manufacturer with a plan and the courage, the rewards are huge.  Euromonitor predicts that Molfix is about to be rewarded with the first prize in the next year or two, when they will most likely be the No. 1 diaper brand in Nigeria in both volume and value.  They have bagged a few accolades already.  According to a report in the The Daily Post, Molfix won the Best Baby Diaper of the year, 2016, and Marketing Excellence, West Africa Award, 2017. It also won Africa’s Most Preferred Premium Quality Diaper Brand of the year, 2017, as well as the Experiential Marketing Award, 2017. This is an important feat in a market that, according to Euromonitor, is cluttered with more than 50 diaper brands. 

    The success of Molifix has also encouraged other global players to reassess their plans in this market. Danielle le Clus-Rossouw, senior analyst with Euromonitor South Africa, shares in her report that a Japanese global diaper manufacturer is scouting the Nigerian market for a local manufacturing partner. The success of Molfix lies in being able to offer a quality product to the Nigerian consumer, at a lower price than the market was offering. They also made sure they have strong distribution partners in both the modern trade, which is fast entrenching itself, as well as the informal channels. Molfix’s lowest packs are 7, 8, 9 and 10 for S, M, L and XL respectively. In my view they can take their success even further by packing all sizes into five packs, but without reducing the price per diaper. In fact for these packs they can even be at a slightly higher price per unit and still win.  The magic bullet lies in the lower price point per pack for the same good quality. 

    To the Japanese diaper manufacturer, my recommendation would be to enter the market with pull ups for all sizes, the way Unicharm has done in India with Mamy Poko. If a new player was to come into Nigeria market with quality pants diapers at the price of quality tape diapers, I have no doubt that they would disrupt the market pretty much the same that Molfix did and steal marketshare. Local manufacturing is also a very good strategy.  With more and more global players manufacturing locally, there is likely to be pressure on the government policy to increase duties on importation of diapers in order to protect the local manufacturers, who pay tax and create employment.

    Africa’s Changing Retail Space
    The transformation of the retail sector is not happening only in Nigeria but in quite a number of countries on the continent. In Ghana, Kenya, Angola, Cote d’Ivoire, Cameroon, Gabon and Zambia, big changes are happening in retail. South Africa’s big five retailers, Pick n Pay, Spar Group, Shoprite Checkers, Woolworths and Massmart are all exploring regional opportunities. Even the French retail Giant Casino has moved into the region. Another French retail giant, Carrefour, has partnered with CFAO to roll out retail outlets in Francophone Africa. A. T. Kearney’s ARDI (African Retail Development Report) report confirms that improvements in the retail space towards modern trade will only increase sales of FMCG products like diapers, as these retailers are able to introduce initiatives to improve their margins like loyalty programs and private labels. Most of the big diaper manufacturers already have strong relations with these global retail players in their home markets, putting them in the privileged position to leverage these relationships in the new playing field of the African continent.     

    Linked to the progress in the retail space is the mall culture is also catching on very fast at a regional level. More investors are willing to invest in property in Africa, readily giving the big retail partners the opportunity to be anchor tenants, creating a win-win for the property investor, the FMCG/diaper manufacturer and the consumer. Africa is the new frontier for the baby diaper sector and will continue to be an interesting place for at least the next five years.
    Related Searches
    • products
    • middle east
    • india
    • south africa
    Related Knowledge Center
    • South Africa
    Suggested For You
    PAI Ups Offer for Ontex PAI Ups Offer for Ontex
    Acquisitions and More Acquisitions and More
    Pegas Board Approves Name Change Pegas Board Approves Name Change
    Unicharm CEO Discusses Changes in the Asian Hygiene Market Unicharm CEO Discusses Changes in the Asian Hygiene Market
    Unicharm CEO Discusses Changes in the Asian Hygiene Market Unicharm CEO Discusses Changes in the Asian Hygiene Market
    Ontex Consolidates Brazilian Operations Ontex Consolidates Brazilian Operations
    Higher Volumes Boost Ontex’s Revenue Higher Volumes Boost Ontex’s Revenue
    It’s a Dog’s Life It’s a Dog’s Life
    Unicharm Unicharm's Profits Jump in 2017
    Unicharm: First Asia, Then The World Unicharm: First Asia, Then The World
    Pegas Reports 2017 Revenues Pegas Reports 2017 Revenues
    EDANA Outlook Asia Held in Singapore EDANA Outlook Asia Held in Singapore
    Unicharm Wins Outlook Asia Award Unicharm Wins Outlook Asia Award
    Pegas Receives Incentives for New R5 Line Pegas Receives Incentives for New R5 Line
    Ontex Reports Successful 2017 Ontex Reports Successful 2017

    Related Features

    • Diaper, Baby | South Africa
      Baby Diapers in Nigeria

      Baby Diapers in Nigeria

      Competitors are fighting to be part of the action.
      Danielle le Clus-Rossouw, Senior Analyst, Euromonitor Cape Town, South Africa 01.05.18

    Breaking News
    • DuPont to Acquire Osmosis Specialist
    • Nice-Pak to Expand in Indiana
    • Hospeco Launches Compact Fem Hy Dispenser
    • Simavita Set to License Sensor Technology in EU
    • NDC Appoints President
    View Breaking News >
    CURRENT ISSUE

    November 2019

    • Airlaid Market Report
    • Nonwovens in Filtration
    • WHO’S WHO IN SAN PRO MACHINERY
    • Feminine Hygiene Brand Owners Directory
    • Feminine Hygiene Manufacturers Shift Focus
    • View More >



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

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Deerland Obtains Certification from Australia’s Therapeutic Goods Administration
    OptiMSM Shown to Improve Hair & Nail Appearance and Condition
    DCC Acquires Contract Manufacturer Ion Laboratories
    Coatings World

    Latest Breaking News From Coatings World

    Arkema: Bostik Acquires Danish Company LIP
    Axalta Adds New Epoxy Primer to Tufcote Liquid Industrial Coatings Portfolio
    Chromaflo Technologies Promotes Sergio Duenas to Country Manager of Mexico
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    FDA OKs World's First Single-Use Duodenoscope
    Dr. Stephen Hahn Confirmed as New FDA Leader
    FDA OKs First Test to Help Screen for Newborn Duchenne Muscular Dystrophy
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Sanofi Awarded $226M by US Gov't for Pandemic Influenza Preparedness
    Amgen Selects Location For R&D Facility
    Arctoris Opens Oxford R&D Facility
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Time Features 5 Best Beauty Inventions
    CES 2020 Preview - Innovation Award Honorees in Health & Wellness
    Prada & L’Oréal Sign Long-Term Licensing Deal
    Happi

    Latest Breaking News From Happi

    Cosmetic Assessments Revealed at CIR Panel
    T-Boz Launches CBD Line
    DRF and Flowerkist Develop CBD Range
    Ink World

    Latest Breaking News From Ink World

    Ripon Printers Adds Ricoh Pro C9210
    LogoJet Opens Bogota, Colombia Office
    Canon Solutions America Powers University of Notre Dame Athletics' Printing Capabilities
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    GSE products provide quality assurance for Pharmalabel
    Luminer promotes Heather Bookman to prepress manager
    Materials Exchange launches to solve excess inventory issue
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    DuPont to Acquire Osmosis Specialist
    Nice-Pak to Expand in Indiana
    Hospeco Launches Compact Fem Hy Dispenser
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    FDA OKs First Test to Help Screen for Newborn Duchenne Muscular Dystrophy
    Europe, North America Comprise More Than 80 Percent of Global Bone Marrow Transplantation Demand
    TriMed Closes Out FDA Warning Letter
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    3D Printing Materials Market to Grow at 23.9% CAGR Through 2025: GVR
    Kyocera, TactoTek Collaborate on Injection Molded Structural Electronics Solutions
    Toray Opens R&D Innovation Center for the Future

    Copyright © 2019 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.