2018 Diaper & Tissue Industry Report


Agusto & Co.’s animal feed milling report segments the Industry into poultry feed, fish feed, swine feed and ruminant feed. The animal feed milling industry has benefitted from recent policy initiatives of the Federal Government of Nigeria in the agriculture sector. As a result, animal feed production has grown at an estimated two year CAGR of 28.5% to 3.8 million metric tonnes in 2017. However, the downturn in the economy which culminated in a recession in 2016, adversely impacted the Industry’s performance as a number of animal husbandry farms (end users of animal feed) discontinued business due to high operating costs and weakening demand for animal products such as poultry meat, eggs, fish and pork. Furthermore, the entry of Olam International Limited, a global agri-business, into the feed milling industry in Nigeria in September 2017 increased aggregate supply particularly in the poultry feed segment, driving down market prices and margins.

Agusto & Co believes that the Industry is set for consolidations given the large number of fringe players and thinning margins. This, coupled with a full economic recovery will spur growth in the near term.

The diaper market has evolved from a single brand market in the early 90’s to one not only dominated by three strong global brands, but also saturated with imports sourced from several countries such as China, Turkey, Egypt, Europe and the United States of America. Currently, there are over 30 brands of diapers of varying quality retailing in the Nigerian market. Competition in the diaper market has intensified, with frequent price wars in a bid to bolster market share. The diaper market in Nigeria has strong growth fundamentals, given that the annual child birth rate is estimated at 5.9 million babies[1], with an estimated diaper penetration rate of about 20%[2]  and the increasing number of women in the workforce. This presents huge opportunities for Industry players, as the babies would require diapers not only for hygiene purposes but also to provide comfort and convenience to the respective caregivers.

The Nigerian tissue market has grown considerably since 2004, when the Federal Government of Nigeria’s protectionist stance led to a wave of import substitution measures in the manufacturing sector. This led to the ban on imports of toilet paper and facial tissue in the country. Prior to the ban, local manufacturers were mainly engaged in the production and distribution of toilet rolls, while the other tissue products were imported to the country. Demand for tissue products has evolved from solely toilet paper to include other tissue products such as kitchen towels, paper napkins and facial tissues, driven by the growing awareness of personal hygiene, changing lifestyle, consumer preferences and growing population. Tissue paper demand has evolved as a product hitherto consumed mainly by the middle and upper class segment of the country to a widely consumed product across all strata of the economy.

[1] United Nations and World Health Organisation

[2] Agusto & Co. Estimates

This report provides a broad insight of the Diaper and Tissue market. In particular, the report:

  • Examines the Industry’s size, structure and key features
  • Provides insights on brand segmentation as well as consumer segmentation
  • Gain competitive positioning strategies of some key operators in the diaper and tissue market.
  • Outlines critical factors pertinent to the success for an operator in the Diaper and Tissue market in Nigeria
  • The report also reviewed the strength, weaknesses, opportunities and threats of the Diaper & Tissue industry in Nigeria

Information that the Report Provides

  • Analysis on the demand drivers of the diaper and tissue market
  • Historical volumes of product consumption and value
  • Cost structure and profit margin of key market operators
  • Market penetration strategies adopted by key operators
  • Three year forecasts of the market growth and trends