Over the review period wipes recorded strong growth, mainly due to increased demand for task-specific brands. Whilst poor economic conditions resulted in consumers moving to alternatives such as water, napkins and handkerchiefs, the category has scope for growth over the forecast period.
Baby wipes is key to overall growth for wipes in Nigeria. Where other categories remain niche, baby wipes is the largest and recorded strong growth in 2018.
Other wipes categories are also expected to grow well, albeit from a low base. Homecare wipes and floor cleaning systems are expected to enjoy demand as consumers with growing incomes seek more sophisticated products for their (more expensive) homes.
The category is characterised by international brands, although a domestic company, Wemy Industries, led wipes in 2018 by providing a range of good-quality products at affordable prices. Whilst multinational brands such as Pampers and Huggies are traditionally well known, they are suffering from price competition from smaller brands imported mainly from Asia, especially Angel, which held second position in the category in 2018.
Following steep price increases in 2016 due to the depreciation of the local currency, average unit prices are steadying with a more stable exchange rate. Over the forecast period, it is expected that price competition will thrive as more players enter the category, mainly in the low end of the spectrum.
As predicted, the most dynamic brand in nappies/diapers/pants, Molfix, entered wipes in 2018 with Molfix Baby Wipes With Baby Lotion. Molfix rapidly took the lead within nappies/diapers through price discounting for a strong quality product and incentives for distributors and is likely to adopt the same strategy within wipes to make Molfix a significant brand.
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This industry report originates from Passport, our Tissue and Hygiene market research database.