Executive Summary

Mar 2019
PROSPECTS
Price competition helps drive demand

Nappies/diapers/pants performed well in retail volume terms in 2018 despite sluggish economic growth, largely due to strong price competition instigated by the Molfix brand which meant that average unit price increases were below inflation. Price competition negatively impacted premium prices, with Procter & Gamble Nigeria forced to close a nappies/diapers and sanitary protection factory which only opened in 2017, due to the challenging environment.

Still scope for growth as the urban population increases

Penetration rates of nappies/diapers remains low in Nigeria in 2018. The category thus has strong potential to grow as growth of the baby population is expected to be strong over the forecast period.

Pant format in nappies/diapers likely to develop over the forecast period

Price considerations mean that disposable pants remains a niche category in Nigeria, attracting interest mostly from upper-income consumers (including expatriates). Nevertheless, the introduction of pant diapers (different from training pants) in 2018 by Procter & Gamble, which was supported by advertising, is likely to generate greater interest than the more expensive disposable pants, due to their greater convenience and affordability.

COMPETITIVE LANDSCAPE
Molfix takes the lead over Pampers in retail value terms

Although the Molfix brand from Hayat Kimya Nigeria took the lead in retail volume terms in 2017, Procter and Gamble still led in value terms. However, 2018 will be remembered as the year Molfix increased its volume share and subsequently also overtook pampers in retail value terms.

Supply issues still hampering brand availability

With local production challenges, companies which import products also face obstacles in being able to import regularly and to ensure a stable supply of their products. The weak local currency and high import tariffs mean imports are expensive.

Smaller competitors need to up their game

The surge in sales of Molfix products, taking over the lead from Pampers, caused a stir at the lower end of the category. Huggies, for example, received complaints that its size three nappies/diapers are smaller than other normal size three nappies/diapers.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Nigeria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Nappies/Diapers/Pants industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Nappies/Diapers/Pants in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Nappies/Diapers/Pants in Nigeria?
  • What are the major brands in Nigeria?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

  • 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

This industry report originates from Passport, our Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Nigeria - Category analysis

HEADLINES

PROSPECTS

Price competition helps drive demand
Still scope for growth as the urban population increases
Pant format in nappies/diapers likely to develop over the forecast period

COMPETITIVE LANDSCAPE

Molfix takes the lead over Pampers in retail value terms
Supply issues still hampering brand availability
Smaller competitors need to up their game

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene is far from mature with room to grow
Economic recovery and low unit price growth boosts demand in 2018
Tough competitive environment in 2018
Modern grocery retailers continues to increase its share
Robust growth expected

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources