Molfix cuts into diaper market share with 44%


Molfix, diaper premium brand, has taken 44 per cent market-share, according to the market report of AC Nielsen just two years after Hayat Kimya made entry into the Nigerian market. Molfix which was previously a market challenger has eventually eclipsed Pampers share of the market. Pampers, the initial market leader now struggle to hold a 37.3 per cent market-share while Huggies, Nice Baby, Dr. Brown, Dry Love, Little Angel and other brands have been pushed to a lean market-share of 18.4per cent.

Earlier in the year, Molfix invested $100 million into production, erecting an ultra modern diaper/tissue factory in Agbara Industrial Layout, Ogun State. Molfix drove the competitors into a price war and supported its operations with backward integration and power generation. Molfix has surpassed its projections of owning 30 per cent of the market by 2018 by 14.3 per cent and also achieved within 2/3 of the targeted period.

Molfi’s brand slogan is “happy babies” with a focus on global quality. The brand has earned an ISO 9001 quality assurance certificate. Mothers who use it for their babies said “it provides dryness and comfort”.  With a combination of physiological and psychological attributes, Molfix  has warmed its way into the hearts of Nigerian women, who previously shopped for foreign alternatives and cost effective diapers.

Molfix, produced by Hayat Kimya Nigeria Ltd, is said to be cheaper and significantly offers quality. The manufacturer says the product is designed to give “babies full protection and keeps their skin dry and healthy around the clock”. Hayat Kimya, which started producing Molfix baby diapers in 1998 in Turkey, presently has production centres in Algeria, Iran and Egypt. The company came into Nigeria in 2015 when Pampers owned 41.9 per cent of the market share. However, marketing drives and product development strategies have helped the company to take market leadership in a short time.

Commenting, Managing Director of Hayat Kimya Nigeria, Hakan Misri said: “I’m very proud to be part of this success and lead great Nigeria team.” The company plans to churn out more innovation and also produce more customer-centric products for the “happy babies”.


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