{"id":665880,"date":"2025-05-25T00:00:00","date_gmt":"2025-05-25T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/inside_industry\/manufacturer-of-the-month-hayat-egypt\/"},"modified":"2025-05-25T00:00:00","modified_gmt":"2025-05-25T00:00:00","slug":"manufacturer-of-the-month-hayat-egypt","status":"publish","type":"inside_industry","link":"https:\/\/enterpriseam.com\/egypt\/inside_industry\/manufacturer-of-the-month-hayat-egypt\/","title":{"rendered":"Manufacturer of the Month: Hayat Egypt"},"content":{"rendered":"

MANUFACTURER <\/strong>OF THE MONTH-<\/strong> Each month, we spotlight a major industrial player shaping Egypt\u2019s manufacturing landscape. Whether homegrown or international, these companies play a crucial role in driving the country\u2019s industrial ambitions. For today\u2019s edition, we sat down with Senol Keserlioglu (LinkedIn<\/a>), general manager of Hayat Egypt, the local arm of Turkey\u2019s Hayat Group \u2014 a global player in hygiene and tissue products.<\/p>\n

Hayat Egypt was established as part of Hayat Group, one of the largest producers of <\/strong>baby diapers<\/strong> and the biggest tissue paper manufacturer in the Middle East, Eastern Europe, and Africa. The Turkish group operates six production facilities in Egypt \u2014 in Sixth of October City and Ain Sokhna\u2019s industrial zone \u2014 with total local investments reaching USD 632 mn to date, making it the largest Turkish investor in Egypt. Its brands include Molfix, Bebem Natural, Molped, Papia, and Familia. The Sixth of October facility focuses on baby and feminine hygiene products, while the Ain Sokhna complex handles nonwoven textiles, facial tissues, packaging, face masks, and sanitary pads.<\/p>\n

Hayat Egypt\u2019s factories produce 2.1 bn baby diapers<\/strong>, 450 mn sanitary pads, 60k tons of tissue paper, and 50k tons of nonwoven rolls each year, Keserlioglu tells us. Its latest facility, a tissue paper plant in Ain Sokhna launched this month<\/a> with an annual capacity of 60k tons. Dedicated entirely to exports, the plant is expected to bring in USD 75 mn in export revenue annually, with Europe and Saudi Arabia among its key destinations.<\/p>\n

Its new Ain Sokhna factory mirrors the Turkish parent company\u2019s advanced <\/strong>sustainability practices, especially in water usage.<\/strong> According to Keserlioglu, Hayat\u2019s water-efficient engineering makes it the lowest water consumer per ton of tissue output in Turkey \u2014 and the third lowest across Europe.<\/p>\n

Hayat is gearing up to invest another USD 80 mn in two new local plants by the end of <\/strong>2026<\/strong>, raising its Egypt investments above USD 710 mn. The first new plant \u2014 slated to break ground within two months \u2014 will launch by 1Q 2026 and cater entirely to exports. The second, still in feasibility stage, will split output between the local market and exports.<\/p>\n

Vertical integration and value chain localization are central to the company\u2019s approach.<\/strong> Its nonwoven fabric plant ensures local control over one of the key raw materials for diaper manufacturing. \u201cWe produce core components in-house and innovate at every step \u2014 from raw materials to finished goods,\u201d Keserlioglu says.<\/p>\n

That said, full self-sufficiency isn\u2019t possible.<\/strong> Hayat still imports pulp from Brazil and Finland and some chemicals from Saudi Arabia\u2019s SABIC, as they\u2019re not locally produced. \u201cIf local alternatives meet our quality standards, we\u2019ll switch,\u201d Keserlioglu adds.<\/p>\n

Hayat holds roughly 20% of Egypt\u2019s baby diaper market and 25% of the feminine care <\/strong>segment.<\/strong> From July 2023 to July 2024, its feminine care business grew 15%, and its tissue segment grew 9%. Globally, the company is the fourth-largest baby diaper producer and the top tissue producer across the Middle East, Eastern Europe, and Africa.<\/p>\n

Egypt has become Hayat\u2019s second-largest production center after Turkey<\/strong>, thanks to its location and trade agreements with Europe, Asia, Africa, and Arab countries. Keserlioglu says export sales have exceeded USD 460 mn since the company began operations here in 2012 \u2014 USD 150 mn of which came in 2024 alone. Exports now account for 37% of total revenue, with the local market making up the remaining 63%.<\/p>\n

Amid inflationary pressure and weakened purchasing power, Hayat Egypt is doubling <\/strong>down on innovation. <\/strong>\u201cWe\u2019re offering a wide product range tailored to different affordability levels, without sacrificing quality,\u201d Keserlioglu. During the previous shortage of foreign currency, Hayat Turkey stepped in to help the Egypt arm meet its import commitments. Expanding exports, Keserlioglu says, remains the most reliable path toward financial resilience and a stronger local economy.<\/p>\n

The B2B segment is gaining traction, <\/strong>with Hayat Egypt\u2019s dedicated business solutions line \u2014 branded Fox \u2014 targeting hotels, hospitals, and restaurants. The segment accounts for 10% of domestic sales and is expected to grow.<\/p>\n

E-commerce remains small \u2014 but it\u2019s evolving. <\/strong>While Hayat sells online, e-commerce still represents a small share of total sales. \u201cWe\u2019re not aggressively chasing growth in this channel, but we\u2019re laying the groundwork for future expansion as the local market evolves,\u201d Keserlioglu says.<\/p>\n

The company is in the final stages of securing the <\/strong>EU Ecolabel<\/a><\/strong> for its tissue products <\/strong>\u2014 a prestigious certification that affirms environmental safety and manufacturing quality, and a requirement to access European markets, we were told.<\/p>\n","protected":false},"excerpt":{"rendered":"

Hayat is gearing up to invest another USD 80 mn in two new local plants by the end of 2026<\/p>\n","protected":false},"featured_media":665881,"template":"","categories":[7334],"tags":[633,10773,7333,131],"class_list":["post-665880","inside_industry","type-inside_industry","status-publish","has-post-thumbnail","hentry","category-inside-industry","tag-enterprisepm","tag-hayat","tag-inside-industry","tag-manufacturing","wpautop","entry"],"acf":{"mongo_id":"bd838f11-7749-40dc-a76e-1db8e98ce5be","order":"9","is_powered_by":false,"story_type":"2","photo_url":"https:\/\/ent.news\/2025\/5\/2040.jpg","photo_position":"above","homepage_title":"","full_issue_title":"","related_issue":[665864],"teaser":"Hayat is gearing up to invest another USD 80 mn in two new local plants by the end of 2026","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2025\/5\/.81c4f5aa-ae70-43fd-9804-856a79c2a2e1.mp3"},"yoast_head":"\nManufacturer of the Month: Hayat Egypt - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/inside_industry\/manufacturer-of-the-month-hayat-egypt\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Manufacturer of the Month: Hayat Egypt\" \/>\n<meta property=\"og:description\" content=\"Hayat is gearing up to invest another USD 80 mn in two new local plants by the end of 2026\" \/>\n<meta property=\"og:url\" content=\"https:\/\/enterpriseam.com\/egypt\/inside_industry\/manufacturer-of-the-month-hayat-egypt\/\" \/>\n<meta property=\"og:site_name\" content=\"EnterpriseAM Egypt\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/ent.news\/2025\/5\/2040.jpg?fit=%2C&ssl=1\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/enterpriseam.com\/egypt\/inside_industry\/manufacturer-of-the-month-hayat-egypt\/\",\"url\":\"https:\/\/enterpriseam.com\/egypt\/inside_industry\/manufacturer-of-the-month-hayat-egypt\/\",\"name\":\"Manufacturer of the Month: Hayat Egypt - 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