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 Herzegovina, and Russia.