In an otherwise non-exciting detergent market in Ghana, Wilmar is trying to introduce products that can appeal to consumers. It recently launched three soaps at its premises.
Wilmar says that ‘convenience’ is a key thing consumers are looking for when buying soaps and detergents. For instance, consumers want a soap which not only cleans but also has anti-bacterial properties and the new launches are in tune with these trends.
This is venture into the soap and detergent market is a forward integration production for Wilmar as it refines oil palm to produce fresh stearin which is used in soap making. Wilmar uses the refined product immediately in production, maintaining its freshness.
Wilmar is also adding glycerine, shea butter and other essential oils that are good for the skin to the soaps.
Although, soap making is not Wilmar’s core business, they have formed a JV with Kappa Oil, a leading soap manufacturer in Kenya and East Africa, to establish Africa Consumer Product Limited, which would be the main vehicle for manufacturing of soaps and detergents.
Learn more about soaps and detergent trends in Africa at CMT’s Africa Home and Personal Care Markets Summit on 26-27 September, 2018 in Johannesburg, South Africa.
