Nappies/Diapers/Pants in Cameroon

PROSPECTS

High birth rates and rapid urbanisation will continue to drive growth

The high birth rates in Douala and other urban areas will continue to affect the growth of diapers during the forecast period. Diaper use will increase significantly as more births are recorded and mothers search for convenience in baby care.

Increasing number of working women expected to drive demand

The number of working women in Cameroon is expected to increase significantly during the forecast period. Women are expected to be busier through engaging in various economic activities.

Disposable diapers will continue to be favoured over pants and reusable nappies

Disposable diapers will continue to enjoy strong growth compared to pants and reusable nappies because they are widely available on the market and in most channels. Since availability is a major factor in influencing growth, more supermarkets and retailing chains opening in Douala will boost the volume sales of diapers.

COMPETITIVE LANDSCAPE

Cheap imported private label lines fiercely competing with leading brands

Cheap private label lines – usually from China and Nigeria – are competing with the leading brands as they appeal to price-sensitive consumers in particular and are also widely available in most channels. Although the product quality is inferior to premium brands, consumers buy them because they trust the name and also because they are cheaper.

Unique competitive retail and pricing strategy by Molfix helping the brand to “up its game”

Molfix by Hayat Holdings entered the market with a very competitive pricing and store retailing strategy. The diapers are priced at a retail price of XAF100 per unit and can be sold per unit in most outlets.

Big brands Pampers and Huggies continue to lead, while Moby Bébé continues gaining ground

Kimberly-Clark’s Huggies and Proctor & Gamble’s Pampers continue to clearly lead due to the fact that they are both trusted brands with consumer loyalty to their advantage. The good product innovation of these brands, their international appeal and loyalty of the consumers to the brands are their main value propositions.

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