Nappies/Diapers/Pants in Kenya

PROSPECTS

Baby disposable pants gaining popularity

Some parents are preferring disposable baby pants due to the flexibility they offer their children through their flexible waistband, which ensures a snug fit. This is compared to ordinary diapers, which are perceived to become loose as an active baby plays.

Manufacturers increasingly use online retailing and direct selling for promotion

Manufacturers continue to leverage their social media pages to create awareness of a brand, connect with buyers and get feedback, as well as offer tips to parents. In addition, brands have collaborated with online retailing sites to market their offers, an example was the one-day promotion that Huggies promoted on its Facebook page that online retailer Jumia Kenya was running a 40% sale on its Huggies Dry Comfort Jumbo pack.

Local players continue to produce value brands

The emergence of local players offering value brands is eroding the multinationals’ sales share due to customers looking to make cost savings in an economy with rising costs of living. Marvel Diapers, for example, offers a unisex diaper available in four different sizes.

COMPETITIVE LANDSCAPE

International brands continue their segmentation

Procter & Gamble has expanded its Pampers brand to cater to the premium segment. The premium Pampers products are geared towards creating a better experience for both mother and baby.

Chinese manufacturers compete with international manufacturers

The presence of Chinese diapers has increased in the marketplace, attributable to their value offering and the presence of good distributor networks. These diapers are mostly retailed directly from their warehouses where they sell to wholesalers and retailers to supply their stores.

Counterfeit diapers remain a challenge

The threat of counterfeit diapers remains a challenge in the marketplace, making parents reluctant to purchase diapers at smaller retail outlets. In the review period, 5,000 tonnes of expired diapers with an estimated value of KES30 million were impounded.

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