Exodus: Huggies diapers maker joins other multinationals to leave Nigeria after $100 million failed investment

Kimberley Clark, a renowned manufacturer of diapers and sanitary pads, is on the brink of announcing the closure of its Ikorodu production facility merely two years after injecting $100 million into Nigeria’s economy. Sources within the company disclosed to Arbiterz that the plant has been operating below capacity since late 2023 due to the challenging economic climate in the country.

The Journey in Nigeria

A publicly traded global entity on the NYSE, KC specialises in manufacturing hygiene products like Huggies diapers and Kotex pads. Major investment firms such as Blackrock and Vanguard hold a controlling stake in the company. Kimberly-Clark’s foray into the Nigerian market commenced in 2012, albeit unfavourable economic conditions compelled them to suspend operations in 2019 after a five-year stint. Undeterred, they re-entered the market in 2021.

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Struggles Amidst Economic Hardship

In 2022, the company inaugurated a $100 million production facility in Ikorodu, Lagos State, with hopes of rejuvenating operations post the 2019 hiatus. However, challenges persisted, with sources citing high raw material and energy costs coupled with reduced customer demand amidst Nigeria’s economic hardship. Consequently, the company downsized its workforce and reduced production shifts to mitigate operational costs.

Economic Climate and Operational Challenges

According to insiders familiar with the matter, Kimberly Clark Nigeria encountered significant hurdles, leading to a drastic reduction in operations. The company scaled back production shifts and ceased weekend operations due to exorbitant production costs, predominantly fueled by import-based raw material expenses.

Companies Exit Nigeria’s Market

Industry-Wide Exodus

Kimberly Clark’s planned exit mirrors similar decisions by other multinational corporations in Nigeria. High production costs, currency depreciation affecting raw material imports, and diminished consumer purchasing power are cited as primary reasons. Notably, Procter and Gamble, a major American personal care conglomerate, ceased Nigerian operations last year despite a substantial $300 million investment. Similarly, PZ Cussons, another key player, is reviewing its African business operations, with Nigeria being its largest market.

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Competitive Landscape and Market Dynamics

Despite the Nigerian baby diaper market’s promising growth trajectory, valued at $920 million and projected to expand at an impressive 11 per cent CAGR by 2028, competition remains intense. Approximately 15 brands, including household names like Pampers, Molfix, and Huggies, vie for market dominance.

Consequences of Planned Exit

Impact on Nigeria’s Investment Climate

Kimberly Clark’s impending departure deals a severe blow to Nigeria’s aspirations of attracting foreign investment. This move reflects the broader challenges confronting businesses in the real economy, echoing the struggles of other manufacturers. Moreover, with two of the three industry leaders (P&G and Kimberly Clark) discontinuing production within the past year, the sector faces substantial upheaval.

Implications for Consumers and Government

If Kimberly Clark follows Procter & Gamble’s lead by resorting to imports, it could substantially inflate diaper and sanitary product prices for Nigerians. This scenario, exacerbated by the weakened Naira, risks exacerbating the country’s import bill and contradicting the government’s push for local production, posing further economic strain.

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