With a legacy spanning over three and a half decades in the East African market, Bidco Africa Ltd, renowned for its expertise in edible oils, has unveiled its latest venture into the baby care category. The introduction of Gental Care Pant Diapers marks a significant leap for Bidco into a market segment previously dominated by imported brands.
The decision to diversify into baby diapers prompts the question: what drives an established edible oil manufacturer to enter the baby care market? Delving deeper into this strategic move, Bidco's exploration into the Kenyan diaper market reveals a landscape comprising over 10 international brands. While tape diapers hold an 80 per cent market share, there is a noticeable rise in the popularity of pant diapers, underscoring a shift towards convenience and comfort in diaper usage.
Lack of accessible information on diaper care for mothers emerges as a critical gap identified by Bidco during their research. One poignant insight uncovered by their team highlights the common misconception among mothers regarding the removal of pant diapers, indicative of the need for educational initiatives within the market.
In response, Bidco has launched Gental Care Pant Diapers, positioned as a premium-quality product at an accessible price point. The initiative not only aims to meet a fundamental childcare need but also to empower local manufacturing capabilities. Bidco plans to establish a state-of-the-art manufacturing facility in Kenya, with a commitment to employing over 50% women, leveraging their unique understanding of maternal needs.