• 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
    Valco Melton

    Robinson, Inc.

    Alliance Machine and Engraving

    Shemesh Automation

    ELSNER
    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
    Diaper Duty

    The Pull-up Diaper in Africa: Opportunities, Myths and the Self-fulfilling Prophecies

    Brands should look at winning strategies from other regions and add local flair

    Related CONTENT
    • Fibertex Nonwovens to Relocate South African Line
    • Unicharm Indonesia Plans IPO
    • P&G Expands Site in Spartan, South Africa
    • Cotton Incorporated
    • Kimberly-Clark Releases Q3 Earnings
    Raymond Chimhandamba, Handas Consulting (Africa Market Specialist), Johannesburg, South Africa01.03.20
    Opportunities for pull-up diapers in Africa are strong. For example, one market that is pumping on one cylinder is Zimbabwe and it is showing a high preference for pull-up diapers. Every now and again some hustler lands a decent brand of pull-ups in the market and there is excitement all around.

    I also know this because many moons ago (as we say in Africa), I launched a pull up brand in Zimbabwe as well as in a few other markets in the region. A a pull up is a good differentiator, especially when a market is cluttered with too many brands competing against each other, which was the situation in Zimbabwe. A pull-up has a way of silencing the whole discussion and saying, “But you are not pull-up. Keep quiet. Come back here when you are a pull-up. Then we can talk.”

    What I have observed is that there is strength in having a well-priced pull up diaper brand in a market that is cluttered with too many products—and that was easily seven or eight years ago. There were good lessons there.

    There are also good lessons in observing what other winning formulas have been used. To start with, winning is a very conscious decision. Success does not happen by chance. You have to make a decision that you want to succeed, followed by steps and actions that are guided by a clear strategy on how you will win a market. For a long time, the market with the highest penetration of pull ups in the world was Japan—at above 60%, then U.S. and Europe. This changed recently and today, the market with the biggest penetration of pull-ups is India. This changed thanks to Unicharm.

    Sometimes in order to change the game you have to break the mold. Unicharm did. They decided to take pull ups to the emerging market. Not just any emerging market. They focused on the emerging markets with high populations like India and China. It was not anything that someone had done before. They took the decision to lead. And lead they did. \Today India, an emerging market is more than 80% pull-up. Everyone else is now following. Even those that led the market before. Even the ones that had set the rules before.
    They did not just change the diaper format in these markets. They approached the market with a different mindset from other players. A mindset to bring solutions. Solutions that benefited the consumer and the economy and ultimately their own businesses. They approached poor Asian markets with a product that was normally for premium markets at a price that was closer to the standard offering. They decided to create employment and make these poor consumers employees in their business, thereby creating consumers with better disposable incomes so that they had a sustainable base of consumers that can pay better prices for better products.

    If one approaches the African market with the mindset of solving problems, creating employment for the youngest population on the globe, you have a better chance of winning. Have a mindset to support your suppliers by financing them. Think about vertically integrating your supply chain. Think of how you will work with the communities where your businesses operate. Think of how you will genuinely make a difference so that you create the kind of consumer that will pay a better price for your product in time. Is this not investing? Time, money, effort and energy? When you are number one you lead.

    As a parting example for this section, a quick note about leading. When you think of brands that have taken the decision to lead, to start new products, new categories, like Red Bull, who created a whole new category called energy drinks, you realize there are certain advantages that come with that. Red Bull has an amino acid called taurine as well as good old caffeine. They were the first to create a category called energy drink. Other players followed with different active ingredients to give you the kick to stay alert/awake. My observations have been that for a long time in certain markets in Africa, for a product to comply with the description of energy drink, it had to have taurine. Things may have changed now. But can you imagine that level of head start? That is the joy of being a leader?

    A Channel is born
    In the last four weeks I have travelled to Europe, Nigeria, Zimbabwe and the U.S. (for the first time). It reminded me how so different these markets are from each other. In Africa we have street vending, which is a channel that we today take for granted because it’s been here for almost 20 years. But it came about because someone realised that people stuck in traffic in the hot African sun will most likely buy a cold refreshing soft drink if they are offered it, in traffic, at the right price and at the right ice-cold temperature on a hot blazing day.
    With that, the street vending channel was born. On a hot day in summer, and stuck in Johannesburg, Lagos or Nairobi traffic, you can roll down your window, and use your change to buy a cold, sweating soft drink. It is available as arms reach. And served ice cold. And yes, when you are hot and bothered, and stuck in traffic, and someone offers to save you time to take a detour at the next service station, it makes a difference. Unless you plan to fuel up, you can skip the detour and still get refreshed. Instantly. Cold served soft drink at arm’s reach. Exactly the model that some of the big soft drinks players have been aiming to achieve and some have perfected over the years.

    The Pull-up and the Modern Retail in South Africa
    Quite often I have discussions around the potential of the pull-up in South Africa with some of the diaper manufacturers. They are very quick to point out how the category is still very small compared to the open diaper. They challenge me to walk in the aisles and reconfirm. I always argue that the reason the category is small is because the retailer allocates the smallest space possible to the pull-up section because the pull-up is very expensive for now. It does not move as much.

    In other words, if the pull-up’s price was closer to the open diaper, you would getmore movement and the category would grow more quickly. The manufacturer must figure out how to achieve that. Any player that wants to dominate the continent with a pull-up diaper must aim for a price point that is close to that of the open diaper. That was the winning formula for Unicharm in India.

    There is an example, still within the FMCG category that I can use to illustrate my point. In South Africa, all milk generally is packaged in tetra pack. This development was determined by the retailers. In an effort to have less hassle and to avoid the inconvenience of having to handle glass returns, retailers ensured that suppliers complied to a one way pack, which in this case was tetra, by a given time frame, or else I will place all my orders with your competitor. This threat ensured that the whole market shifted to tetra even though the consumer actually prefers glass to tetra. So the retailer has enough clout to determine whether a category thrives or not. I believe the pull-up category is still small because the retailer prefers it that way.

    I have also observed, especially in the case of South Africa that pull-ups were popular in the informal market and more readily available here way before they were big in the modern trade. I took my marketing team to the warehouse of one of the biggest traders in the informal channel, who had several containers of stock of pull-ups in his warehouse. Coincidentally, this was at a time when we were debating about the potential for pull-ups in the South African market and we were still debating whether the market was ready or not. What does that tell us? Here is what I think. This points towards the likeability of the pull-up with the consumer. Build it and they will come. Build the category and the consumer will show up. Build the channel. And the consumer will show up. How do you build it. Make the price right. At the right price the consumer will buy and the category will grow.

    Pull Up Diaper School
    One of the lessons that we learned in our time when we were marketing and distributing pull-up diapers in Zimbabwe was that the consumer needed education on how to remove the soiled pull-up. Putting it on I think was fairly easy to figure out— all you need to know was which was the front and you are good to go. However, removing a soiled pull-up all the way to the end of the child’s legs is difficult So we realized that we needed to educate the market and we were showing them that they simply have to tear the sides. We make sure our product packs had the instructions on each pack.

    Solutions Made in Africa
    There is a saying that goes…everything ever created, a business idea, a piece of art, a piece of music…started off as an idea in someone’s head. With that in mind, I want us to think what new distribution models can work in Africa that are strictly African distribution models. And again, not necessary to re-invent the wheel here. What can one borrow from other industries. Other categories? Other markets? What can one leverage in Africa that is already existing and you simply can take it to the next level? What does Africa have, that Europe, Asia and the U.S. do not have that one can leverage to create, improve or build a new distribution model? Approach this with a “What if” mind-set? What if we could leverage Africa’s sense of community and build a model that already exists somewhere or in another industry?

    Africa has a sense of community that does not exist elsewhere and hygiene companies should use this to their advantage. What could you do to use women in communities to sell your products within the communities they live in? Could a hygiene manufacturer with a good adventurous approach to business leverage Africa’s sense of community to full advantage? Maybe combine this with a unique model of e-commerce that is uniquely African? Has this been done before? Is there a model that one can improve on?. From other markets? I would say absolutely yes. Unilever has a model in India where they use women in communities to sell their brands. This is nothing new and here are some of the advantages. You will have women in communities that can recommend a brand for your little one and give you the confidence that this will work. And you can go back to her if things go wrong. This is a seller who is invested in this community, so when she recommends to you as a mother to try this, she is putting her friendships, her relations on the line. Think about the power in that for a moment. We all know about the power of word of mouth in advertising. What could be more powerful that this example. This is not just a recommendation. This is a sale.
    Related Searches
    • suppliers
    • india
    • china
    • diaper
    Related Knowledge Center
    • Diaper, Baby
    • Middle East/North Africa
    Suggested For You
    Fibertex Nonwovens to Relocate South African Line Fibertex Nonwovens to Relocate South African Line
    Unicharm Indonesia Plans IPO Unicharm Indonesia Plans IPO
    P&G Expands Site in Spartan, South Africa P&G Expands Site in Spartan, South Africa
    Cotton Incorporated Cotton Incorporated
    Kimberly-Clark Releases Q3 Earnings Kimberly-Clark Releases Q3 Earnings
    Focus on China Focus on China
    What’s Your Secret? What’s Your Secret?
    Bondex Names President Bondex Names President
    Loparex Buys Infiana Loparex Buys Infiana
    Hifyber Partners with Oxco Hifyber Partners with Oxco
    PFNonwovens Reports Flat Revenues PFNonwovens Reports Flat Revenues
    IDEA 2022 International Engineered Fabrics Conference & Exposition IDEA 2022 International Engineered Fabrics Conference & Exposition
    Technology, Low Income Channels and the Diaper Category Technology, Low Income Channels and the Diaper Category
    EDANA Elects Board EDANA Elects Board

    Related Content

    • Automotive and Transportation | Needlepunch | North America | South Africa

      Fibertex Nonwovens to Relocate South African Line

      Capacity will be shifted to North America
      11.26.19

    • Diaper, Baby | Feminine Hygiene | Pacific Rim

      Unicharm Indonesia Plans IPO

      Funds to be used to add new lines, pay back debts
      11.26.19

    • Feminine Hygiene
      P&G Expands Site in Spartan, South Africa

      P&G Expands Site in Spartan, South Africa

      Upgrades to add Always production, upgrade Pampers output
      11.20.19


    • Cotton Incorporated

      Cotton Incorporated

      ...
      11.11.19

    • Kimberly-Clark Releases Q3 Earnings

      Sales up over 1%, reaching $4.6 billion
      10.22.19

      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

      AGC Biologics Expands Capabilities at North America Campus
      Emergent CDMO Case Studies: Project Design & Implementation of Fill/Finish Technologies
      Aptar Pharma Launches HeroTracker Sense
      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

      Wiliot Launches Battery-Assisted Version of its IoT Pixel Tags
      From Phygital to Virtual IDs
      Zebra Technologies Board Approves Additional $1 Billion Share Repurchase

      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