Starting diaper production in emerging markets: product first, then the machine

The global diaper market is racing toward USD 133 billion by 2036, and the strongest growth is in emerging markets: Africa, the Middle East, South-East Asia and Latin America. In many of these countries most products are still imported — which means duties, costly logistics and higher retail prices. That is exactly where the opportunity for local production begins — but the first question to answer is not which machine to buy.

Product first, then the machine

In our experience, the most important work with a new investor starts before the machine catalogue: it starts by defining the product. Baby diaper or baby pants? What size range does the local market really need? Is the product meant for modern retail or for the traditional channel? These questions determine everything else — from line speed to applicator configuration — and need to be addressed before any order is signed. Helping investors answer these questions, before even proposing a machine, is one of the capabilities we have built over 40+ years working with new manufacturers.

The right speed beats the maximum speed

Once the product is clear, the second most common mistake new investors make is sizing the line for the market they dream of, not the one they have. A 600 pieces-per-minute line running steadily across two shifts produces over 100 million pieces a year: for most emerging national markets that is more than enough to start, with an investment and complexity far more manageable than a high-speed line.

People matter as much as the machine

In markets with no converting tradition, operational simplicity is a design requirement, not a detail. Our lines are designed to be run by two operators, with intuitive adjustments and easy access: training becomes faster and start-up depends less on outside technicians.

Spare parts and support decide the second year

The difference between a project that consolidates and one that stalls is rarely visible at commissioning: it shows up a year later, when spare parts and quick answers are needed. That is why we maintain dedicated spare parts support for the entire installed base and direct technical assistance, wherever it is needed.

Experience in the field

We have installed lines in around 30 countries, including Libya, Tunisia, Algeria, Egypt, Senegal, Ivory Coast, Kenya, South Africa, Iraq, Lebanon and Guatemala: projects that often started with a conversation about the product before the machine, and grew over time. If you are evaluating an investment in your market, tell us about the product you want to make, the market and the end user: that is where the first technical screening begins to identify the right configuration.