Molfix Topples Pampers, Huggies, To Emerge Market Leader
By Jeremiah Agada
Barely two years after it entered the Nigerian market, premium diaper brand, Molfix, has assumed the leadership position of the diaper category with 44.3% of the total market share according to the Q3 2017 Nielsen report.
The report also indicates that Pampers, the hitherto leader in that category, is trailing with 37.3% of the total market share while Huggies, Nice Baby, Dr. Brown, Dry Love, Little Angel and other brands share the remaining 18.4% of the total market share.
At its launch into Nigeria two years ago, the brand had through its management projected reaching 30% of the market share in Nigeria in three years. The implication of this is that the Molfix brand has surpassed its projections by 14.3% in less time.
The Molfix diaper brand is produced under the stables of Hayat Kimya, a leading manufacturer of home care and hygiene products. It is believed to be the 5th largest branded diaper producer in the world.
Hayat Kimya is a strong establishment in the regions in which it operates, with approximately 14,000 employees and their 22 manufacturing sites, a S$3 billion revenue, and S$4 billion in assets. Headquartered in Turkey, Hayat Kimya manufactures in Turkey, Egypt, Algeria, İran, Bulgaria, Romania, Bosnia Herzegovinia and Russia.