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 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.
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.
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 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.
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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This industry report originates from Passport, our Tissue and Hygiene market research database.