According to the findings of a recent report by Transparency Market Research (TMR), the baby diapers market in East Africa is consolidated in nature, with top five companies holding significant shares in 2015. These five companies were Procter and Gamble, Unicharm Corporation, Kimberly Clark, and Johnson and Johnson, and Indevco Group. Among these leaders, Procter and Gamble dominate the Kenya baby diaper market with its highly successful brand called Pampers. In the near future, the report suggests that product innovation will remain the primary strategy to gain ground over the competition, and Procter and Gamble are leading since launching its new range of premium baby diapers, celebrating 15 years in Kenya market in 2014.
The TMR report projects the East Africa baby diapers market to expand at a CAGR of 3.6% during the forecast period of 2016 to 2024, reaching a valuation of US$218.7 mn by the end of 2024, significantly up from its worth of US$155.7 mn in 2015. The key players manufacture and distribute the products via various distribution channels of wholesalers, retailers, or directly to the end users.
Disposable Diapers Most Profitable Segment
The East Africa baby diapers market by product type is bifurcated into disposable diapers, cloth diapers, swim pants, and training nappies. In terms of revenue, the disposable diapers segment held the maximum share at 80.2%, although the demand is expected to decrease slightly to 78.8% by 2024. Increasing awareness of personal hygiene and rising disposable income are some of the factors favoring the disposable diapers market segment. On the other hand, cloth diapers is also expected to turn into a highly profitable segment in the near future, which is due to increasing preference of cloth diapers that are less synthetic and cause fewer rashes than disposable diapers.
Kenya Serves Maximum Demand
Country-wise, the report studies the potential of the baby diapers market in Kenya, Tanzania, Uganda, Rwanda, Burundi, and Rest of the East Africa, and rates Kenya as most lucrative country, followed by Tanzania and Uganda. Large population, increasing disposable income, improving education levels, and growing GDP are some of the factors favoring the growing demand for baby diapers from Kenya. Some of the leading manufacturers of baby diapers operating in Kenya are Keira Group, Nelco Ent Ltd., Kim-Fay East Africa Ltd., Interconsumer Products Ltd., Marvel Five Investments Ltd., Miritini Kenya Ltd., and Beau Bebe Ltee.
Decreasing Infant Mortality Rate Favors Future
Increasing awareness regarding personal hygiene, introduction of biodegradable diapers, high birth rate, and decreasing infant mortality rate are some of the most important factors driving the demand in the East Africa baby diapers market. In the recent past, the report observes that urban population in East Africa has shown significant improvement in education level as well as developed infrastructure. Biodegradable baby diapers do not cause any harm to the environment, and hence are gaining consumer preferences. On the other hand, issues regarding disposable diapers and health concerns are expected to hinder the market from achieving its true potential in the near future.
As per the author of the report, the presence of large number of untapped markets is a huge area of opportunity for the manufacturers of baby diapers in East Africa due to the lower disposable income factor. However, disposable income is expected to increase in the next few years with rising industrialization and urbanization. Improved living standards and consumer purchasing pattern will open new avenues for the vendors of baby diapers in smaller countries in East Africa.
The information presented in this review is based on a Transparency Market Research report, titled, “Baby Diapers Market (Product type - Cloth Diapers, Disposable Diapers, Training Nappy, and Swim Pants) - East Africa Industry Analysis, Size, Share, Growth, Trends and Forecast 2016 - 2024.”
Key Segments of the East Africa Baby Diapers Market
East Africa baby diapers market, by product
East Africa baby diapers market, by Country:
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