Across Africa, diapers are commonly available in two main forms – reusable cloth diapers and disposable diapers which are made from synthetic materials. Households usually purchase large volumes of diapers when a baby is born because soiled diapers need to be changed on a regular basis to avoid skin problems like diaper rash (also called nappy rash‘).
With most babies, diaper changes can happen up to five times in a single day. For a growing number of parents who prefer the convenience provided by disposable diapers, the amount spent on nappies can be huge.
Although they tend to cost more than reusable cloth diapers, disposable diapers are fast becoming a favorite with middle class African families. Many middle-income mothers are busy nowadays because they work at a job or run their own business.
Disposable diapers allow them to avoid the dirty and time-consuming task of cleaning cloth diapers in order to bring them back to a reusable state.
As a result of this growing preference for disposables, millions of dollars will be spent by African parents on this commodity alone over the next 30 years.
Business Concept
There are two ways to go about the diaper business: You can either import diapers from China and re-brand them for the African market to add value, or you can manufacture your own African diaper brand, which is rarely available across Africa.
In some of Africa‘s leading cities many mums have become used to international brands such as Pampers and Huggies, so it will be difficult to compete with those; but there is a great space for quality low-cost African brands.
Most of the affordable brands available in Africa are of poor quality, feature Chinese babies on them, or are still too expensive for the lower middle class families. This is the gap you could fill: Offering an African brand with which local mums can identify more – low cost and of decent quality.
Niche Ideas
Diaper sizes for premature babies and larger-than-average babies
Diaper sizes for disabled children
Top Countries & Policy Guidance
Diapers will sell most successfully in countries with a fast-rising middle and consumer class, for example: Nigeria, Kenya, Ghana, Uganda, Morocco, Zambia, Botswana, Mozambique, Tanzania, Uganda, Ethiopia, Angola and Senegal, among others.
Action & Tips
Speak to local mums to find out more about the diaper market and visit euromonitor.com to get a market summary. Type in diapers + [country]‘ in the search engine.