The pandemic has had a limited impact on sales of nappies/diapers/pants in 2020 and 2021, although lockdown measures may have seen consumers changing nappies less frequently than they might if they were travelling or outside the house. With no sales of disposable pants in the country, all sales are of nappies/diapers, with new born nappies/diapers remaining the largest category and seeing the strongest growth.
The economic impact of the pandemic on Kenya has been severe; not only lower-income households, but many urban middle-class consumer bases have seen disposable incomes contract sharply. As a result, many consumers have sought to trade down to cheaper products and brands wherever possible; domestic brands such as Hayat Kimya Kenya Ltd’s Molflix and Bordar Group’s Kiss Kids have benefited as a result.
As consumer price sensitivity has sharpened, brand operators have become more aggressive in ensuring they are remain competitive and as visible as possible to their consumer bases. This has seen more flexibility in marketing in 2021; producers continue to spend on traditional advertising, but are also hiring leading social media influencers to endorse their brands.
COVID-19 has had a limited impact on sales of nappies/diapers/pants, and the category is set to see solid positive growth over the forecast period in both retail volume and value sales terms. Kenyan demographics will be the main driver of this; the population of children aged 0-3 is set to see ongoing growth, and more Kenyan parents will adopt the convenience of these products as urbanisation trends continue and disposable incomes rise.
Demographic changes will be key to organic growth over the forecast period, but there is substantial opportunity as more consumers make the switch from reusable to disposable nappies/diapers. Although most Kenyans live below the poverty line, many are striving to shift away from the use of traditional nappies/diapers/pants to disposable products.
The pandemic has seen consumer health awareness rise sharply in 2020 and 2021, and increasingly this trend is marching in step with green and sustainable positions; ‘natural’ products are perceived to deliver better health outcomes. This is driving demand for more naturally hygienic products, and manufacturers are focusing on developing bio based disposable diapers to meet this demand.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See All of Our DefinitionsThis report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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