The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreSep 2019
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Africa and Middle East offers great potential as it currently has the lowest per capita usage of nappies and diapers globally. Sales are growing due to more women entering the workforce and changing cultural practices encouraged by company and governmental activity. However, it remains a challenging environment and growth is hampered by price sensitivity. The key to success in the region is a reliable supply of affordable, quality products – best facilitated by local production.
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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.
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.
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.
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 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.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.