Declining Infant Mortality Rates and Strengthening Economies to Give Baby Diaper Sales in East Africa a Fillip, States Tmr

Markets for baby diapers in most countries across East Africa are consolidated, with companies such as Procter and Gamble, Kimberly Clark, and Unicharm Corporation accounting for a large share in the markets’ revenues, states TMR in a new report. In Kenya, the largest contributor to the East Africa baby diapers market in terms of revenues, Procter and Gamble, held a share of 22% in 2015. Product cost being a key determinant of growth in the East Africa baby diapers market, with most countries falling in the developing category, companies have adopted strategies that can help cut down the final selling price of products.

Favoring employment of their own distribution agents against the normal strategy of selling products through third party distribution channels is one such strategy that has worked for companies in East Africa. Market players are also focusing on the development of products with biodegradable materials to appeal to the environmentally conscious parents and innovative designs capable of tackling issues concerning effects of diapers on the health of infants. Among the other key vendors in the East Africa baby diapers market are Indevco Group, SCA Hygiene, Johnson and Johnson, Interconsumer Products Ltd., and Mega Soft (Fujian) Hygiene Products Co. Ltd.

Rising Awareness about Personal Hygiene and Decline in Infant Mortality Rate Fuel Demand for Diapers in East Africa

In the past few years, awareness regarding the need for diapers as a personal hygiene measure for infants and babies has significantly increased among the urban dwelling population in East African countries. Active efforts undertaken by government and non-government organizations to educate the rural population about the need for maintaining hygiene to prevent the outbreak and contracting of infectious diseases has also significantly increased the usage of baby diapers across many countries in East Africa.
Rise in disposable incomes and a notable decline in infant mortality...