Nappies/Diapers/Pants in Nigeria

PRE-COVID-19 PERFORMANCE

Nappies/diapers/pants records strong growth in 2019, driven by high birth rates and increasing disposable incomes

In 2019, the continued increasing population growth in Nigeria, and particularly the high birth rate, was a significant driver of growth for the nappies/diapers/pants. This is expected to continue over the forecast, supported by the availability of affordably priced products.

In 2019, disposable pants gain popularity, appealing to consumers through their ease and convenience

Disposable pants recorded the most significant growth in 2019, boosting overall growth for nappies/diapers/pants. This growth was driven by disposable pants being suitable for working nursing mothers, who seek convenience and ease, with these items being quicker and simpler to use than nappies/diapers.

Hayat Kimya Nigeria continues to gain share in 2019, while Procter & Gamble’s share declines, impacted by Molfix stealing sales from Pampers

Hayat Kimya Nigeria extends its leadership in 2019, offering Molfix to the landscape. Its quality, and affordable price-points, partnered with its wide availability in most retailers, leads to its success.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 12% in 2019 constant value terms in 2020 overall. This aligns with the 12% 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

Recovery and opportunities

In Nigeria, the COVID-19 outbreak resulted in a slight increase in sales in Q1 of 2020, due to stockpiling; however, its overall 2020 result is set to align with the pre-COVID-19 forecast figure. Growth will increase significantly in 2020, and this is expected to continue throughout the forecast period, with growth increasing year-on-year until it experiences a dip in 2024.

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