Despite the economic challenges caused by the pandemic in Nigeria, the latter also helped to raise greater awareness of the need for stringent hygiene. There has also been a shift from the traditional method of caring for babies with the use of towels/cloth towards packaged nappies/diapers.
Hayat Kimya Nigeria Ltd has made continuous investment in terms of resources for the purpose of marketing and advertising its leading Molfix brand of nappies/diapers/pants. Through a strong distribution network and knowledge of the local market, it has ensured availability and visibility for its wide range of products.
Albeit from a low sales base, Bordar Group recorded one of the biggest increases in value share whilst recording particularly dynamic growth in 2021. It further penetrated the category by ensuring that its KissKids brand is available and well-positioned in several leading retail channels.
Following a sharp increase in the average unit price in 2020, 2021 witnessed another strong jump, leading to significantly higher current value growth compared to volume. The weak performance of the economy led to the rapid depreciation of the local currency and high cost of production, which was evident in the final price to consumers.
Consumers of nappies/diapers/pants have been using the standard format over the review period, as it offers greater convenience to traditional reusable cloth options. Although manufacturers such as Kimberly-Clark Corp and Proctor & Gamble have always offered disposable pants, growth of this format has traditionally been relatively organic.
Due to slow economic growth, high unit prices and weakening disposable incomes have meant that smaller pack sizes that offer greater affordability will continue to see rapid growth in most retail outlets. Consumers who are unable to purchase larger pack sizes will naturally “ trade down” to smaller packs that allow them to better manage their finances rather than bulk buying.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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