The Growth Stragecy Of Hayat Holding Centers Upon Africa

Bringing together both Turkish and African business people together, TABEF is a significant place of meeting, where we discuss the challenges faced by countries, their needs and mutual business opportunities. I am glad to take part in this event where we came together to do business together and strengthen our economic relations in a way that will provide trade, investment, innovation, and employment.

As Hayat Holding, we set out in 1937 with the vision of providing benefits for generations both in our country and abroad. We are a global player with 41 companies and more than 17 thousand employees today. We bring 46 Turkish brands with which we make production through advanced technologies in our 36 production facilities spread over 12 countries to millions of consumers around the world. As Hayat Holding, we have invested in Russia, Bulgaria, Romania, Iran, Algeria, Egypt,Morocco, Nigeria, Kenya, Pakistan, Vietnam, Bosnia and Herzegovina, and Italy as well as Türkiye.

WE ARE THE BIGGEST MANUFACTURER OF CLEANING PAPERS IN THE MIDDLE EAST, EASTERN EUROPE, AND AFRICA

Thanks to our big effort as the Hayat Holding family that has grown over the years we are the world’s 5th largest branded manufacturer of baby diapers and the largest manufacturer of tissue paper in the Middle East, Eastern Europe, and Africa. In forest products, we rank 1st in Turkey, 4th in Europe, and 6th in the world in the woodbased panel sector with our Kastamonu Entegre company. Furniture made with our products is used in every corner of the world today.

WE ARE ONE OF THE FIRST TWO BRANDS IN THE AFRICAN MARKET

Currently, we are one of the first two brands of the market in Africa with our Bingo, Test, Molfix, Molped, Papia, and Familia brands. We are the leader of the market in Algeria, Cameroon, and Madagascar, where we penetrated into the market with our baby diaper brand Molfix, and we are the second in the market in Egypt and Morocco. In Kenya, where we got into only 2 years ago, we became the third in the market.

WE HAVE WRITTEN A SUCCESS STORY IN NIGERIA

In our opinion, Africa is a great opportunity for Turkey with its consumers who love quality Turkish brands and make them leaders. Especially North African countries are close to Turkey both in terms of distance and culture. We have penetrated 80 percent of the North African market.

In North Africa, we have production facilities in Algeria and Egypt. We will launch our Molped brand in Egypt at the end of this month. Our nonwoven fabric investment, which is the raw material of baby diapers and sanitary pads, in Egypt will be finished at the end of 2022. Looking at West Africa, we have written a success story in Nigeria that we are proud of. We reached 50 percent of market share through Molfix in two years. We achieved such a big success that in the third year, the biggest of our competitors had to shut down its factory. In East Africa, we started investing in Kenya. With the motivation we got from our achievements in Africa, we decided to establish a factory in Kenya. We will maintain our growth in Africa through our facility to be put into operation in Kenya.

Secretary General at Hayat Holding Osman Aksoy