Nappies/Diapers and pants in the Middle East and Africa

Key Findings

The region offers huge potential due to low per capita usage but remains hampered by price sensitivity

quality product with the spending power of the population is just one of many hurdles producers have to overcome in order to unlock the region’s potential.   However, balancing the cost of producing or importing a  Africa and Middle East offers tremendous opportunity for growth within nappies and diapers due to low per capita usage – with many potential consumers still using traditional products.

Positive growth in value terms in 2018 despite economic difficulties

Economic difficulties in the region have hampered growth over the review period. In 2018 growth was on the up and driven largely by heavy price promotion, a high birth rate, increasing rate of urbanisation and adoption of disposable nappies by lower income families.

Social media plays key role in developing brand relationship and awareness across region

Africa and Middle East is a disparate region but one trend linking the developed markets like Saudi Arabia with the underdeveloped markets such as Nigeria is the importance of social media in communicating a brands values and presence. Building this emotional connection with the parents around the care of their child is increasingly the tool of choice for nappies manufacturers.

Top global players losing ground to regional companies investing in local production

Chasing P&Gs share are regional players such as Hayat which has invested in local production across the region enabling it to position its nappies as affordable quality.   loosing share in many countries, to the extent it has been knocked off the top spot in a number of countries.   Procter and Gamble’s Pampers, still occupies the top spot across the region but is

The expansion of modern retailing is key to growth

The expansion of modern retailing has been key to driving sales of nappies with sales evolving from pharmacies into grocery stores, modern grocery and now in many countries online is starting to have a presence. Economy brands focus on kiosks where the rural population shop.