In 2018, about 1.25 billion people are living in Africa, and Nigeria is one of the most populous nation on the African continent. It is estimated that by 2050, Nigeria will be the third most populous country in the world. Nigeria’s growing population is a result of a high fertility rate, increasing life expectancy, and a rising population growth rate.
Nigeria was ranked 10th among the countries with the highest average birth ratefor the time period between 2010 and 2015. For the past decade, the fertility rate in Nigeriahas been at around 5.75%. For comparison, the fertility rate in the United Statesis less than half that. In addition, due to increased medical support, health and living conditions, life expectancy at birthhas increased by approximately 5 years during the same time span.
In 2017, the birth rate in Nigeria was 36.9 births per thousand, which was higher than the average birth rate of the African continent (estimated at 32 births per thousand of population in 2016). The high birth rate in Nigeria is a supportive factor that ensures that the number of babies born every year will be relatively high which would drive the demand for baby diapers.
Market Potential for personal care
The Nigerian market is an emerging market. There is huge demand for consumer goods especially personal care products. Being a heavily populated country, with a very high proportion of population aged between 0 and 4 years that keeps growing each year, Nigeria’s baby diapers market is the largest among the regional markets. Nigerian consumers are very conscious about baby care products. Besides the increase of baby diapers consumption over the past few years, the use of the adult incontinent pads is also on the increase.
The market for disposable baby diapers was expected to grow during the past few years, due to stable conditions, balanced growth, rising per capita disposable income, and diversified distribution channels in some countries, however, the market growth didn’t pick up as expected due to the currency depreciation and economic crisis.
In Nigeria, the diaper usage per baby per day is very low in the range of 0.05 to 0.1 compared to 8-10 diaper usage per baby per day in the western countries.
Consumer behavior in different regions
The Nigerian economy is showing unstable economic growth.
At the same time, the population of Nigeria is growing rapidly and the proportion of Nigerians living in poverty is increasing every year.
Due to the high poverty level, most of the Nigerian consumers are price oriented. However, there is a wealthy class of people who are conscious regarding the purchase of personal care products. They buy better quality branded products that offer better comfort and safety to their families.
When it comes to the retail sector, there are huge differences between the North and the South of the country. The poverty in the North is in contrast with the more developed South.
The international retail players such as Wal-Mart, Spar and others, are invading the Nigerian market. During the past 5 years the international-store openings were growing at a 36% year and some of them have introduced their own brands (i.e. Lidl).
An attractive market for multinational companies
Despite the weak economy, the consumption of baby diapers in Nigeria is expected to grow in 2018.
International companies already started manufacturing baby diapers in West Africa (i.e. P&G and Hayat Kimya in Nigeria).
The new comer to the Nigerian market was Hayat Kimya with its Molfix baby diaper brand which was introduced in the market at a competitive price. As a result and due to the economic crisis, other quality brands started reducing their prices. This helped the consumer maintaining his purchasing habit despite the severe depreciation of the local currency.
Procter and Gamble has already its manufacturing facility in Nigeria and planning for further expansions. From Nigeria, P&G as well as Hayat Kimya are exporting their products to the West African region.
Other local manufacturers are also well established in the market (i.e. Wemy Industries, Kimberley-Clark Corp, Angel Commodities Industries, Epesok Paper Mill, PZ Indistries, Femina Hygienical Products Ltd., Fidson Healthcare Products, Sankin Industries, Eleganza Group, Drylove, Grandex Products Ltd.
However, for disposable diapers Procter and Gamble, leads the market in Nigeria followed by Kimberly-Clark and Wemy Industries.
Market growth driven by competition
In Nigeria, there is a big competition between local diapers manufacturers.
They are pushing their brands with price discounts and advertising which is expected to stimulate growth as well. There is a large number of new brands entering the Nigerian market. Some of the new comers are well established in other countries. Growing brand awareness among Nigerian consumers is further expected to drive the market growth in near future.
Baby diapers and feminine napkins brands distributed in Nigeria
There are more than 30 diaper brands in the Nigerian market.
The Nigerian market is full of small shops, retail stores and also new shopping malls. The well-established and international manufacturers are mostly working in collaboration with local suppliers or wholesale dealers to reach the consumer. The local diapers manufacturers rely on small dealers and local super markets.
Among the present brands in the Nigerian market: Cuddles; Pampers; Rose Tenders; Happies; Huggies; Duckies, Gorich; Tekeone; Dinno; Mary Diamond, Joy Links; Tova; Sunfree; Baby friends, Abella; Lovely Baby, Joyous, Zahra Soft; Camera, Sunny Baby, Nicky, Braps, POLO Babe, Conmigo; A+ Care; Susu, Kiddi Soft, BEN 10, Smart Baby; De Lords, Mamy Care; Sweet Mother; Bonita; Baby Star; Uni4Star; Procare; Wiflux Baby; Sunny Baby; Baby Friends, Good Partner; Tete Baby; Dalyla; Look Baby, Lotus, Happy baby, Good Choice; Cuddsies; Bunny Hugs; Toujours; Little Angels.
Private label and new brands
Some of the importers/distributors started to be involved in manufacturing; few of them installed small Chinese machines and have been trying to produce for the private label market.
This trend could be interesting to watch as the market could pick up very fast.
Some of the convertors/producers in Nigeria are considering investing in new diapers manufacturing lines.
Other projects/expansions of International manufactures like P&G, KC which were under consideration are held back due to the currency regulations.
Conclusion / Opportunities
The Nigerian market is very dynamic. There is a good potential for better quality baby diapers and other products related to adults and feminine care. This trend will continue in the next years in other countries.
The highest share of baby diapers market in 2016 was in Nigeria followed by Ivory Coast, Cameroon and Ghana; the estimated market size is of 2,065,296,466 pieces per year with around 1,746,545,000 baby diapers consumed per year.
Despite the high competition in the baby diapers market, there are many other personal hygiene products that can be produced locally. This can be an opportunity for the baby diapers manufacturers to offer a complete product portfolio in the future. Among which are feminine napkins and adults incontinent pads.
For the disposable baby diapers market, the major countries of the West African sub-continent, which hold high potential in terms of market size and growth, are Nigeria, Ghana, Ivory Coast, Cameroon and Senegal.
Except for Nigeria, the baby diapers market in the West African region is dominated by Chinese suppliers under local brand names.
Consumer awareness about the frequency of diaper change is very low in most of the regions.
Therefore, if efforts are laid on increasing awareness about benefit of using diapers and the frequency of changing them, the market volume can be increased between 20 to 25% during the next 5 years, which holds significant potential for the future.
Seventy-one percent of Nigeria's population does not have access to a sanitary toilet and disparities concentrate in rural areas. This means that often people will defecate in plastic bags, roadsides, railway tracks or bushes surrounding their communities for lack of a better option.How important is hygiene and sanitation in your industry? ›
Maintaining a clean work environment is critical in preventing foodborne illness. Bacteria can grow on unsanitary surfaces and then contaminate food. Just because a work surface looks clean does not mean that it is sanitary. Always ensure that you clean and sanitize a work area before starting to prepare food.What are some of the problems caused by poor hygiene? ›
- Athlete's Foot (tinea pedis)
- Body Lice.
- Chronic Diarrhea.
- Dental Caries (Tooth Decay)
- Head Lice.
- Hot Tub Rash (Pseudomonas Dermatitis/Folliculitis)
- Lymphatic Filariasis.
Poor access to improved water and sanitation in Nigeria remains a major contributing factor to high morbidity and mortality rates among children under five.What are the five major health issues in Nigeria today? ›
- HIV/AIDS. The country has the second largest number of people living with HIV globally and accounts for nine percent of the global HIV burden. ...
- TUBERCULOSIS. ...
- MALARIA. ...
- MATERNAL AND CHILD HEALTH.
Signs of bad hygiene
body odor from not showering regularly. unwashed or disheveled hair. bad breath, food between teeth, or signs of tooth decay and gingivitis. wearing soiled clothing.
Proper hygiene such as hand washing, ventilation, personal protective equipment such as gloves or respirators, and in certain cases, isolation of the hazard, can all help minimize the risks associated with biological hazards.How can we improve workplace hygiene? ›
- Regularly clean your desk. Stop infections from spreading, and dust from gathering, by cleaning your desk.
- Sanitise your hands at least once day. ...
- Regularly wash your cups, mugs, plates and cutlery. ...
- Keep a box of tissues on your desk.
Many diseases and conditions can be prevented or controlled through appropriate personal hygiene and by regularly washing parts of the body and hair with soap and water. Good body washing practices can prevent the spread of hygiene-related diseases. Learn when and how you should wash your hands to stay healthy.Why do people struggle with hygiene? ›
In addition to depression, anxiety disorders and sensory processing disorders can make it difficult to shower and maintain personal hygiene.
The biggest cause of poor sanitation globally is simply lack of education. Even the simple act of washing hands regularly can have a huge impact on the overall health of a community.Do people in Nigeria have access to clean water? ›
Access to clean water and improved sanitation facilities is a daily challenge for many Nigerians. This problem is particularly acute in northern Nigeria, where only 30 percent of the population has access to safe drinking water and adequate sanitation.What is the sanitation rate in Nigeria? ›
Forty-eight percent of the population has access to basic drinking water sources, and 33 percent have access to sanitation.How can we improve sanitary system in Nigeria? ›
- Implementation Of The Integrated Solid Waste Management (ISWM) Project. ...
- Promotion Of Environmental Sanitation In The Country. ...
- Promotion Of Sanitation Via Collaboration With Relevant National And International Bodies. ...
- Proper Disposal Of Hospital Waste To Prevent Potential Health Hazard.
Malaria is the most significant public health problem in Nigeria.What type of health care system does Nigeria have? ›
Nigeria has a pluralistic health care system with public and private health providers, with both modern and traditional health care systems. Health care provision is the concurrent responsibility of the three tiers of the Government.What are 4 common sources of health in Nigeria? ›
Sources of healthcare system in Nigeria
This include; Western/Orthodox or Modern medicine, faith belief healing system and traditional healthcare system. Each of these healthcare systems also have varieties of subdivision and practitioners.
- cleaning your body every day.
- washing your hands with soap after going to the toilet.
- brushing your teeth twice a day.
- covering your mouth and nose with a tissue (or your sleeve) when sneezing or coughing.
- washing your hands after handling pets and other animals.
The Industrial Hygiene Principles: Anticipation, Recognition, Evaluation, Control and Confirm.What are the 4 primary responsibilities of an industrial hygienist? ›
Implements applicable occupational health and safety regulations and procedures. Creates and presents reports regarding the work environment. Recommends precautions and corrective actions that should be taken in response to identified hazards. Performs other related duties as assigned.
Examples of OSHA's industrial hygiene standards are those that require workplaces to do the following: Provide fall protection. Prevent mining cave-ins. Prevent exposure to certain infectious diseases.What is the effect of poor hygiene in workplace? ›
The Impact of Poor Hygiene at Work
Research also shows that poor standards of hygiene reduce people's ability to focus on their work, and trigger a negative mindset.  This can affect productivity and morale. A dirty or untidy office puts off potential clients and hires, too.
1 Hair hygiene; 2 Face hygiene; 3 Body hygiene; 4 Hand hygiene; 5 Feet hygiene; 6 Nail hygiene; 7 Armpit hygiene; 8 Oral hygiene; 9 Eye hygiene.What is public hygiene? ›
Public hygiene is the science and practices to make our surroundings clean from the spread of communicable diseases. It is equally important for personal hygiene to keep the environment clean and free of germs.When did hygiene become important? ›
In the late-19th century, people began to realize the relationship between cleanliness and good health. In the 1880s, French scientist Louis Pasteur discovered the link between microbes and the transmission of diseases. “Pasteur's ideas had profoundly influenced western medical thinking,” Ward said.What is hygiene in short answer? ›
Hygiene refers to the state of lifestyle which follows cleanliness that can lead to good health, such as frequent hand washing, bathing, cleanliness of the surrounding, etc.What is the difference between cleanliness and hygiene? ›
What is the difference between hygiene and cleanliness? At first glance, they may seem to have much in common but whilst hygiene involves practices, such as hand-washing, required to protect us from infectious diseases, cleanliness refers to the absence of “dirt”.How does poor hygiene affect you socially? ›
As well as having negative social affects, poor hygiene and hand washing causes health problems. Poor hygiene can cause sickness and disease. Poor hygiene can also cause social rejection and may also lead to bullying, low confidence and low self-esteem.How many people lack basic hygiene? ›
According to the World Bank, hygiene promotion is the most cost-effective health action to reduce disease. As of 2020, 2.3 billion people lacked basic hygiene services (handwashing facility with soap and water), and 1.6 billion people had access to handwashing facilities that lacked water or soap.
There's no one-size-fits-all answer to this question. Many doctors say a daily shower is fine for most people. (More than that could start to cause skin problems.) But for many people, two to three times a week is enough and may be even better to maintain good health.
Improve sanitation facilities by providing toilets and latrines that flush into a sewer or safe enclosure. Promote good hygiene habits through education. Proper hand washing with soap and water can reduce diarrhea cases by up to 35 percent.How can you improve hygiene and sanitation in the community? ›
Improving sanitation, in a nutshell: First, provide more support to local level sanitation plans and strategies. Second, do more work on faecal sludge monitoring and management. Third, communicate the benefits of investing in sanitation to communities.What is WASH policy in Nigeria? ›
The acronym given by the World Health Organisation and UNICEF and adopted by Nigeria as an initiative used in promoting water, sanitation and hygiene practice in healthcare facilities is known as WASH. According to WHO, there are eight practical steps countries can take to improve on WASH in healthcare facilities.What is rural sanitation and hygiene promotion in Nigeria? ›
The Rural Sanitation and Hygiene Promotion in Nigeria (RUSHPIN) is ground-breaking 5-year initiative, funded by the Global Sanitation Fund, that is transforming the health of 2.2 million people in over 1,200 communities in Cross River and Benue states, setting the framework for replication in other states.Which state is clean in Nigeria? ›
Akwa Ibom has won the awards for cleanness state for the fifth conservative time followed by Ebonyi State to beat other 34 states across the country in the Cleanest State for the Year 2022 in Nigeria released by Clean Up Nigeria (CUN).Why does Nigeria have poor sanitation? ›
Lack of Sewer Systems: Except for certain areas of Lagos, there are very little infrastructure and services to manage waste disposal. Seventy-one percent of Nigeria's population does not have access to a sanitary toilet and disparities concentrate in rural areas.Why does Nigeria not have clean water? ›
The crisis is compounded by poverty — a large majority of Nigerians are finding it difficult to pay for clean water, because of their low income amid competing needs. The lack of clear government financing in the water sector has led to avoidable deaths from water-borne diseases like cholera.How much waste does Nigeria produce? ›
According to the Federal Ministry of the Environment, Nigeria generates some 32 million tonnes of waste per year, among the highest in Africa. Of the waste generated yearly, 2.5 million tonnes is plastic waste, most of which (70 percent) ends up in landfills, sewers, beaches and water bodies.What are the sanitation problems in Nigeria? ›
In rural areas, 39% of households lack access to at least basic water supply, while only half have access to improved sanitation and almost a third (29%) practice open defecation – a fraction that has marginally changed since 1990. Women and girls suffer disproportionately from the lack of adequate WASH services.How can poor countries improve sanitation? ›
Building pipes and pumps around villages can deliver clean water, while building toilets and sewage systems can eliminate unhygienic practices like open defecation.
They include, fragmented governance and coordination, poor and dilapidated health facilities, shortage of human resources and poor funding.What are the factors that affect health especially in Nigeria? ›
Political instability, corruption, limited institutional capacity and an unstable economy are major factors responsible for the poor development of health services in Nigeria.What is the biggest health issue in Nigeria? ›
Malaria is the most significant public health problem in Nigeria. The economic cost of malaria, arising from cost of treatment, loss of productivity and earning due to days lost from illness, may be as high as 1.3% of economic growth per annum.What are the three largest issues facing primary care clinics in Nigeria today? ›
Presently, most of the PHC facilities in Nigeria lack the capacity to provide essential health-care services, in addition to having issues such as poor staffing, inadequate equipment, poor distribution of health workers, poor quality of health-care services, poor condition of infrastructure, and lack of essential drug ...What are the four challenges of public health in Nigeria? ›
The major public health challenges Nigeria faces are infectious diseases, control of vector some diseases, maternal mortality, infant mortality, poor sanitation and hygiene, disease surveillance, non-communicable diseases and road traffic injuries etcetera.What is right to health care in Nigeria? ›
The National Health Act set up the National Health System, with the mandate to “provide for persons living in Nigeria the best possible health services within the limits of available resources” and to “protect, promote and fulfil the rights of the people of Nigeria to have access to health care services”.How can we promote hygiene and sanitation? ›
- Wash your hands with soap after using the toilet and handling children's stools (faeces), and before preparing food, eating or breastfeeding.
- Wash your face every day with water and soap.
- Clean your teeth every day.
- Keep your clothes clean.
- Keep your fingernails short.
Nigeria Clean Water Access 2000-2023.
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