Nappies/Diapers/Pants in Egypt

PROSPECTS

All categories perform well in 2017

In 2017, nappies/diapers/pants as a whole recorded strong current value growth, while volume growth remained modest. This situation can be attributed to a sharp rise in prices following devaluation of the local currency in November 2016 and consumers subsequently reducing their purchases.

Product penetration remains low

Some Egyptians, especially in rural areas, continue to use cloth diapers. The low penetration of disposable nappies/diapers/pants can be mainly attributed to two factors.

Counterfeit products pose a major threat to brand manufacturers

One major issue for manufacturers in Egypt is the small-scale production of nappies/diapers in homes or workshops in building basements which are then sold under the names of reputable brands. Such products are often able to deceive retailers in rural areas, which then sell these counterfeit products on to customers at normal prices.

COMPETITIVE LANDSCAPE

Procter & Gamble losing share to Hayat Kimya

Proctor & Gamble Egypt remained the clear leader in nappies/diapers/pants in 2017 thanks to its Pampers brand, which commands strong consumer loyalty as a result of its longstanding presence in the Egyptian market and good reputation for quality. However, Procter & Gamble continued to lose share to Hayat Kimya and its Molfix brand, which offers reasonable quality but at a cheaper price.

Huggies brand holds only a minor share

Kimberly-Clark’s Huggies brand used to have a stronger presence in the Egyptian market, being available in hypermarkets and supermarkets which sell imported products. However, it never held a notable share of sales.

Other companies also have a role to play in the local market

Arab International Industrial Development Co’s Baby Joy is the best-known local brand in the category, followed by others such as Fine Baby and Bebem. Bebem is a Turkish brand from Hayat Kimya, which is growing rapidly thanks to its affordable prices, good quality and a range of sizes not offered by other brands.

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