Background and Purpose

Unicharm and Toyota Tsusho aim to provide new value in regions where the use of hygiene products is not widespread, by integrating their respective strengths in non-woven fabrics and absorption processing techniques with local networks and experiences. In the African market, the penetration rate of sanitary napkins is low, particularly in Kenya where it currently stands at about 30%. In response, Unicharm and CFAO Kenya have been importing and selling the premium sanitary napkin "SOFY Deep Absorb" produced at our Egyptian factory to the Kenyan market since August 2023. However, there are still challenges in balancing price and quality, leaving many women unable to use sanitary napkins regularly.

Therefore, this time, our company and Toyota Tsusho will produce the sanitary napkin "SOFY Long Lasting" locally with assured quality at a reduced price, and CFAO Kenya will begin sales. By establishing a local production and sales system, we will promote the creation of an environment where even more women can use hygiene products.

Overview of main initiatives

(1) Product development and production management

Our company listens to the voices of customers in Kenya and conducts product development and production management of the sanitary napkin "SOFY Long Lasting" with assured quality at a reduced price, and will implement contract manufacturing by local companies.

(2) Local sales system

CFAO Kenya will be responsible for the sales of "SOFY Long Lasting," aiming to expand sales by maximizing the local distribution network, while also working on expanding the product lineup and business development into neighboring countries.

Comments from the presidents of both companies on promoting the spread of hygiene products in the African market.

Our company, in collaboration with Toyota Tsusho, aims to realize a society where all people can live with peace of mind through the spread of hygiene products in the African market. This initiative combines Toyota Tsusho's extensive network with our technological capabilities to build a sustainable business model rooted in the region, contributing to the improvement of the quality of life (QOL) for local residents. Additionally, starting December 2023, our project aims to provide high-quality products at fair prices, delivering hygiene products to everyone in need. For this first initiative in Africa, we have chosen Kenya and will establish a local production system to create an environment where everyone can use our products with confidence.

＜Toyota Tsusho Representative Director, President and CEO Ichiro Kashitani＞

Toyota Tsusho aims to contribute to the development of the African region in all 54 countries under the philosophy of "WITH AFRICA FOR AFRICA," focusing on four business areas: "Mobility," "Infrastructure," "Health Care," and "Consumer."

We are very pleased to be able to provide sanitary products with reliable quality that meet local needs in Africa, starting with Kenya, in collaboration with Unicharm, while keeping prices low. By building a local production and sales system, we aim to support the improvement of sanitary conditions and the advancement of women in society, contributing to the revitalization of the regional economy.

(Related sites)

Unicharm Corporation Website

Toyota Tsusho Corporation Website

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