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Strategy Briefing

Nappies/Diapers/Pants in Middle East and Africa

59 pages, Jun 2017

US$1,325

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About This Report

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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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Overview

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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.

Significant unmet potential in developing MEA markets provides opportunity for growth, but price remains a barrier

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.

Consolidated market led by global players, with regional and domestic brands growing in share

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.

Modern retail gains ground in many markets, though traditional still dominates in most

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.

Shifting cultural norms

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.

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Introduction

Scope

Key findings

Regional Overview

Putting Middle East and Africa into context

Positive growth rates expected to continue through to 2021

Significant expansion in nappies/diapers in Iran

Saudi Arabia leads growth, while Cameroon grows the fastest

Egypt and Israel are market outliers, with negative growth

Disposable pants growth in South Africa

Modern retail grows in some markets; traditional dominates in others

Promotions through modern retail to reach new consumers

Leading Companies and Brands

MEA markets fairly consolidated; limited private label presence

Global players lose share as regional Hayat’s share grows significantly

Pampers brand remains at top, but Molfix gaining ground

Forecast Projections

Most MEA markets are expected to see positive growth

Untapped consumers versus pricing pressure

Growth drivers: Population versus soft drivers

Future performance: Wider availability and competitive prices

Country Snapshots

Algeria: Market context

Algeria: Competitive and retail landscape

Cameroon: Market context

Cameroon: Competitive and retail landscape

Egypt: Market context

Egypt: Competitive and retail landscape

Iran: Market context

Iran: Competitive and retail landscape

Israel: Market context

Israel: Competitive and retail landscape

Kenya: Market context

Kenya: Competitive and retail landscape

Morocco: Market context

Morocco: Competitive and retail landscape

Nigeria: Market context

Nigeria: Competitive and retail landscape

Saudi Arabia: Market context

Saudi Arabia: Competitive and retail landscape

South Africa: Market context

South Africa: Competitive and retail landscape

Tunisia: Market context

Tunisia: Competitive and retail landscape

United Arab Emirates: Market context

United Arab Emirates: Competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

Nappies/Diapers/Pants in Middle East and Africa

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Significant unmet potential in developing MEA markets provides opportunity for growth, but price remains a barrier

Consolidated market led by global players, with regional and domestic brands growing in share

Modern retail gains ground in many markets, though traditional still dominates in most

Shifting cultural norms

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting Middle East and Africa into context

Positive growth rates expected to continue through to 2021

Significant expansion in nappies/diapers in Iran

Saudi Arabia leads growth, while Cameroon grows the fastest

Egypt and Israel are market outliers, with negative growth

Disposable pants growth in South Africa

Modern retail grows in some markets; traditional dominates in others

Promotions through modern retail to reach new consumers

Leading Companies and Brands

MEA markets fairly consolidated; limited private label presence

Global players lose share as regional Hayat’s share grows significantly

Pampers brand remains at top, but Molfix gaining ground

Forecast Projections

Most MEA markets are expected to see positive growth

Untapped consumers versus pricing pressure

Growth drivers: Population versus soft drivers

Future performance: Wider availability and competitive prices

Country Snapshots

Algeria: Market context

Algeria: Competitive and retail landscape

Cameroon: Market context

Cameroon: Competitive and retail landscape

Egypt: Market context

Egypt: Competitive and retail landscape

Iran: Market context

Iran: Competitive and retail landscape

Israel: Market context

Israel: Competitive and retail landscape

Kenya: Market context

Kenya: Competitive and retail landscape

Morocco: Market context

Morocco: Competitive and retail landscape

Nigeria: Market context

Nigeria: Competitive and retail landscape

Saudi Arabia: Market context

Saudi Arabia: Competitive and retail landscape

South Africa: Market context

South Africa: Competitive and retail landscape

Tunisia: Market context

Tunisia: Competitive and retail landscape

United Arab Emirates: Market context

United Arab Emirates: Competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool

Overview

Competitors

Market Overlap

Treemap

Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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