Disposable Diaper Market - The Most Effective Way To Thrive
Release Date
Jun 16, 2023



Africa population has since time seen exponential growth leaving most countries in Africa with broad-base population pyramid. About 1.4bliion people in africa constitute 18% OF THE WORLD POPULATION. In 2022, report shows $2.9Trillion was estimated GDP for Africa - about 10% growth rate from previous year(2021- $2.7T GDP). Its obvious there is huge opportunity in africa and there are many untapped consumer products for new market entries. Again, this is a fragmented market, the channel of distributing goods and services in africa is complteley different from developed countries of the world. A closer simulation to africa could only be found in South-East Asia. The disposable baby diapers industry in West Africa is just at its beginning phase and is expected to become stronger and grow bigger.

  • 75% of the consumers change their baby's diaper 3times daily under normal circumstances. Some mentioned 4-5times daily, however, this depends largely on circumstances. Also, the analysis reveals women who have used diapers for 5 years and above had worse experience with diapers that cause rashes The prices considered as best pricing for consumers were obtained from the FGD[Focus group Discussion. Participants across the region considered N300-N550 for 8-10pcs(small packs), N1000-N3000 for 32-40pcs(medium packs) and N3500-N6000 for 62-82pcs(large packs).

Research Justification The value of the baby diaper market was estimated to be worth approximately 70.2 billion U.S. dollars worldwide by 2028. This is an increase of just under 20 billion U.S. dollars over the 12-year forecast period. The product driving the industry is the disposable baby diaper, holding around 65 percent of the global market. Biodegradable diapers had the lowest market share at around 3.5 percent. While in Nigeria ideal market size of diapers is approximately 2.07 billion pieces annually; the current consumption is about 1.75 billion pieces.   Brands driving the consumption of diapers are Pampers by Procter & Gamble, Huggies by Kimberly Clark, Molfix by Hayat Kimya, and Kiss Kids by Bordargroup. There are also local brands like Dr. Brown by Wemy Nigeria Limited, Huggies, produced by Huggies Nigeria, and other players alike. there are other low-end players like Cuddsies diaper, produced by Rainbow Fame Industries, Nut-Meg, pull-up, True love, Fit-Night, Mario & Juliet, Tena, Bebem, Angel, and many others. But the biggest hurdle in achieving better growth for the diaper category is price. As a result, quality mid-priced disposable diapers, as well as smaller packs, are attractive to middle and lower-income earners. A special market survey by MARKETING EDGE, the leading brand, and advertising-focused magazine, has revealed that the choice of consumers differs based on how and what they feel as each brand has a specific appeal to the consumers. For Emeka Okafor, a wholesaler at Oke-Arin Market on Lagos Island the fastest moving diaper brands in his shop are Kiss Kids and Molfix economy packs.   His words: “Molfix economic park is N5,600 while kiss kid N5,700 but both moves sales more than any other brand, people prefer to buy these two brands instead of the rest.” When asked what the sales is like between Huggies and Pampers which used to be the kings of diaper brands years back, Mr. Okafor said, “I don’t sell Pampers, but Huggies is the next product people demand after Molfix and Kiss Kids.”   According to Miss. Afusa, a wholesaler too, customers prefer KissKids and Molfix, to any other diaper brand. She mentioned that she doesn’t sell pampers because the pack fades easily thereby making her customers reject it because they feel it’s old stock or expired diapers. A nursing mother, who identifies herself as Mrs. Lola Akanbi, from Surulere, told MARKETING EDGE that she prefers to use Molfix to any other diaper because it doesn’t give her baby rashes.   On her part Mrs. Aladeolo from Ogba said, she prefers to use Huggies because one is sold for N60 while Molfix which is next preferred rand N 80 naira each.   Her words: “I don’t like Kiss Kids; I prefer to use Molfix or Huggies. Molfix is very nice but I buy Huggies now because of the price. That is not to say if I have my way, I won’t stick to using Molfix for my child.”   Mrs. Idowu Lawrence, a shopper at Ikeja Shopping Mall said she uses Molfix for her child because she likes the brand adding that it absorbs easily and doesn’t give her baby rashes.   Her words: “I prefer to use Molfix because it is not too bulky and doesn’t give my baby rashes. I can’t even remember the last time I bought another brand since the one I am using is good. I am not saying other brands are not good but I think Molfix is good for my baby.” Continuing with the market survey, a retailer in Ikorodu, Mallam Yakubu said, he sells almost all brands. When asked which of the diaper brands sells more, he said: people buy anyone that is cheap from me, but before now everybody wants Molfix but because things are now expensive they rather ask for the cheap one instead of being selective of brands.”   Marketing edge also conducted a poll on WhatsApp and most of the people who participated in the poll said they preferred Molfix diapers to other brands.   While we are humble enough to admit that this survey is not conclusive, the response from people who use and sell these diaper brands, however, indicates that Molfix is the best-selling diaper brand with Kiss Kid gaining prominence and market presence through innovative pricing and distribution. This diaper segment of the market remains a dynamic and competitive one where brands strive to use innovation, distribution channel, price, and promotion to create top-of-the-mind awareness and increase their share of the market. Methodology The research was conducted using triangular techniques(multi-research design approach), and both quantitative and qualitative research techniques were employed to answer the objective of the study.  Conduct 5FGD(Focus GroupDiscussion) in each region in Nigeria with relevant consumers(women of reproductive age) - 10 participants/FGD Conduct 20IDIs(Indepth Interview) with individual woman in each region in Nigeria who currently have babies age 0-4years


1. Generally, the use of disposable diapers is growing fast among mothers both in the urban and rural communities in Nigeria- From the analysis, its obvious all consumers engaged use disposable diapers instead of reusable diapers like napkin. 2. Preference for brands is highly specific to each consumer, their definition of a brand is defined by what appeals to them and their experience with different diaper brands used 3. Consumers strongly recommend a brand with good quality(diapers with good absorbance texture) and products available within their reach 4. Consumers emphasized promotional incentives- its apparent they aren't getting many incentives from their current diaper brand

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