Nappies/Diapers/Pants in Egypt

PROSPECTS

Disposable pants registers the strongest value growth in 2018

The category that saw the highest growth rates in both value and volume terms in nappies/diapers/pants in 2018 was disposable pants. This was due to both higher prices in 2018 as well as strong volume growth.

Junior nappies/diapers shrinks in value terms in 2018

Junior nappies/diapers declined in value terms in 2018 due to lower unit prices and stagnation in volume growth. This is expected to be reversed in the coming years and throughout the forecast period due to a number of factors.

Hypermarkets and supermarkets are expected to continue leading distribution

Modern retail channels such as hypermarkets and supermarkets are the leading distribution channels for nappies/diapers/pants in Egypt. This is expected to continue in the forecast period.

COMPETITIVE LANDSCAPE

Procter & Gamble Egypt SAE continues to dominate nappies/diapers/pants in 2018

Procter & Gamble Egypt SAE maintained its leading position in nappies/diapers/pants due to the dominance of its Pampers brand across all categories. Pampers is a household name for families with babies and the brand is often synonymous in many homes with “diapers”.

Hayat Kimya is gaining ground as a significant competitor

Hayat Kimya cemented its second place ranking in nappies/diapers/pants in 2018 and even increased its value share over the previous year. The company’s leading brand, Molfix, has gained popularity among Egyptian consumers owing to its perceived value for money, as it is more affordable than other leading brands.

Al Bardi Paper Mill Co SAE (Fine) Egypt is slowly regaining brand share

After suffering a significant blow to brand share in 2017 due to fierce competition from Procter & Gamble Egypt SAE and Hayat Kimya, Al Bardi Paper Mill Co SAE (Fine) Egypt increased its value share in 2018. Its brand, Fine Baby, is now more widely available across more modern distribution channels and pharmacies, and the company also intensified its promotional marketing activities to reach a wider customer base.

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