Bidco Africa has announced plans to set up a manufacturing facility in Kenya following its entry into the into baby care category.
The firm has unveiled new baby diapers in the Kenyan market as it targets to curve its own market share in the segment through its Gental Care Pant Diapers which it says is currently dominated by imported foreign brands.
“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 50pc women, leveraging their unique understanding of maternal needs,” said the firm in a statement.
According to Bidco, while tape diapers hold an 80pc market share, there is a steady 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,” added Bidco Africa.
The firm further says it will emphasize on affordability without compromising on quality given that it has already influenced competitive pricing strategies among existing imported brands, ensuring greater accessibility for consumers across Kenya.
“As Bidco Africa ventures into this new chapter, we anticipate a dynamic shift in the local diaper market, driven by quality, affordability, and a steadfast commitment to maternal well-being.”
