The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2017
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Urbanisation, rising disposable incomes, high birth rates and expansion of modern retail have driven growth in nappies/diapers/pants across markets in the Middle East and Africa. However, price and cultural habits remain a barrier to purchase, and there is still significant unmet potential in the region. Pricing pressures and consumer preference for low-cost options will keep value growth down, though healthy volume expansion is expected over the forecast period as products become more
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The region Middle East and Africa recorded positive growth in nappies/diapers/ pants in 2016 in both volume and value terms, supported by improving product diversity and availability, as well as urbanisation and rising disposable incomes. With a low per capita consumption, there is much room for further growth in most markets in the region. However, many consumers in rural areas are still unable to afford disposable products, opting for more cost-effective cloth nappies.
The nappies/diapers/pants market in the Middle East and Africa has historically been controlled by a few global brands. While on the whole, Procter & Gamble is still ranked the number one overall in the Middle East and Africa’s nappies/ diapers/pants sales, the company has been steadily losing its share of sales while a number of regional, especially Turkish, and domestic brands have made significant progress, placing emphasis on a good balance between competitive price and quality. Cheap Asian products have also infiltrated the markets.
While traditional independent grocers remains an important retail distribution channel in the majority of Middle East and Africa markets, modern retail chains continued to expand and benefit from the urbanisation trend across countries in the region. Expansion of modern retail continues to support price promotions and diverse product assortments, allowing low- and middle-income consumers to purchase products that they were not previously able to afford.
Many consumers in Middle East and Africa markets continue to use traditional cloth nappies/diapers. While some of this is due to tradition, it is also an affordability issue, as it is more cost effective to use cloth nappies/diapers. However, as an increasing number of women join the workforce, they choose disposable products for convenience. Disposable pants is not a large category currently, though is growing in some markets as potty training is delayed.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.