The consistent marketing efforts of leading brands continued to increase the awareness of nappies/diapers/pants in Pakistan, resulting in rapid growth of this category in 2021. Rising fertility rates, rapid urbanisation and a growing middle-income group in the country also expanded the consumer base for these products.
Nappies/diapers/pants remained highly fragmented in 2021. While a few leading brands hold the leadership position nationally, many small, mushroom brands dominate smaller areas across the country and are usually strong in a particular region.
Hayat Kimya’s Molfix brand in nappies/diapers strongly invested in marketing and focused on its sales and distribution strategy to quickly gain share in the market in 2021. Some of the key initiatives included the building up of the sales force.
The nappies/diapers category is expected to retain a growth trajectory in the forecast period. Rapid urbanisation, an expanding middle-income group and the increasing participation of women in the workforce are all factors that will keep the market booming.
Given the groundwork laid out by Molfix and its growth trajectory, all industry experts spoken to in the trade interviews are of the opinion that the brand will continue its growth momentum in the coming years. Procter & Gamble’s Pampers brand, meanwhile, is expected to reverse its declining trajectory.
Pakistan is a price-sensitive market with consumers generally on the look-out for cheaper, value for money alternatives. Whilst international players generally focus on offering product quality even if that comes at relatively expensive price points than the local players, local players cater to the price-sensitive consumers with more value for money products.
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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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