Nappies/Diapers/Pants in Kenya

PRE-COVID-19 PERFORMANCE

In 2019, an increasing amount of parents turn to using cloth nappies/diapers/pants, wary of counterfeit products on the marketplace

In 2019, the increased amount of counterfeit nappies/diapers/pants encouraged parents in Kenya to opt for cloth diapers. Parents who would usually purchase budget nappies/diapers/pants were gradually switching to cloth diapers; aware of times that counterfeit nappies/diapers/pants have been seized.

Growth is driven by the rise of premium offerings in 2019, partnered with the popularity of disposable pants

Some parents in 2019 preference disposable pants, with product aspects such as flexibility appealing to them. Disposable pants offer children a flexible waistband, which ensures a snug fit.

Hasbah Kenya Ltd retains its lead in 2019, as local players focus on good fit and comfort to appeal to parents

In 2019, local players were increasingly fine-tuning their messages to reach and retain parents’ attention. For example, player Bouncy has an inviting image of a baby crawling on the packaging, implying the products good fit and comfort, as well as highlighting the stretch features of the diapers.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 7% in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This compares to a 6% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

COVID-19 will lead to an increase in growth for nappies/diapers/pants in 2020, compared to the forecast growth pre-COVID-19. This will mainly be due to stockpiling behaviour at the start of the outbreak when areas of the country were also placed in isolation, driving panic buying as consumers didn’t want to run out of stock.

Recovery and opportunities

The COVID-19 pandemic will result in a slight increase in growth for nappies/diapers/pants in 2020, compared to the pre-COVID-19 forecast figure. However, by 2021, growth will be back-on-track with the pre-COVID-19 predictions, which highlight steady growth across the forecast period, albeit at a lower level than that of 2019.

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