Japanese personal care goods maker Unicharm plans to introduce its Sofy menstrual pads in Ghana, Ivory Coast, and Kenya by November, targeting 2 billion yen (US$13 million) in sales by 2026. As part of its expansion strategy, the company will not only sell the products through supermarkets but also explore providing local women with free storefronts to distribute the pads.
With disposable sanitary products not widely used in these markets, Unicharm aims to educate consumers about their benefits. The company already operates in Egypt and chose these new markets for their growing economies and relatively stable consumer demand. Future expansions into Nigeria and South Africa are also under consideration.
As markets in Japan and China mature, Unicharm seeks to capitalize on Africa’s population growth and economic potential, positioning its Sofy brand for long-term success in the region.
