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Report
Home Care in Nigeria
Market Direction I 2024-02-22 I 54 Pages I Euromonitor
Home care experienced substantial, double-digit retail value growth in 2023, driven by rising inflation and increased price points. However, the government's removal of the fuel subsidy hit consumers hard, along with rising prices, and the sharp devaluation of the currency and inflationary pressure. These factors challenged retail volume sales throughout the year. This led to moderate retail volume growth in areas of home care that were considered essentials, including laundry care and hygiene p...
Euromonitor International's Home Care in Nigeria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Home Care in Nigeria
Euromonitor International
February 2024
List Of Contents And Tables
HOME CARE IN NIGERIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Distribution of Home Care by Format: % Value 2018-2023
Table 7 Distribution of Home Care by Format and Category: % Value 2023
Table 8 Forecast Sales of Home Care by Category: Value 2023-2028
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail volume growth for essentials such as bar soap and hand wash detergents
Consumers seek affordable price points, driving growth in smaller pack sizes
Eko Supreme Nigeria retains its lead, while Unilever records a loss
PROSPECTS AND OPPORTUNITIES
Lower prices and innovation to drive retail growth over the forecast period
Busier lifestyles aid sales of washing machines, boosting growth of standard powder detergents
Handwash detergents drive innovation while automatic detergents struggle
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2018-2023
Table 12 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 13 Sales of Laundry Aids by Category: Value 2018-2023
Table 14 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 15 Sales of Laundry Detergents by Category: Value 2018-2023
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 17 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 18 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 19 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 23 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Hand dishwashing drives growth as consumers eat at home to save costs
The migration to cheaper brands leads top players to lose market share
Lack of dishwashers leads to hand dishwashing dominating sales
PROSPECTS AND OPPORTUNITIES
Major players innovate as many aim to recover share across the forecast period
Growth for automatic dishwashing tablets, however, dishwasher ownership remains low
Rising purchasing power and population growth support ongoing sales
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2018-2023
Table 27 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 29 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 30 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Essential surface care products record positive volume growth despite rising prices
Leading brand Dettol launches hygiene initiatives to drive awareness across Nigeria
Consumers focus on preventative hygiene drives demand for home care disinfectants
PROSPECTS AND OPPORTUNITIES
Retail volume growth recovers, boosted by the popularity of multi-purpose cleaners
Price remains the key factor in the purchasing decision for surface care
Growth is set to be driven by the increasing availability of cheaper domestic brands
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2018-2023
Table 33 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 34 NBO Company Shares of Surface Care: % Value 2019-2023
Table 35 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 36 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
The essential, multi-purpose nature of bleach drives strong retail value and volume growth
Competition from other home care products rises among higher-income consumers
Hypo retains its lead with over half of the competitive landscape share
PROSPECTS AND OPPORTUNITIES
Ongoing retail volume and value growth driven by the multi-purpose qualities of bleach
Hypo and Jik focus on innovation and price points to gain share
Economic recovery and the boost in e-commerce sales drives growth in bleach
CATEGORY DATA
Table 38 Sales of Bleach: Value 2018-2023
Table 39 Sales of Bleach: % Value Growth 2018-2023
Table 40 NBO Company Shares of Bleach: % Value 2019-2023
Table 41 LBN Brand Shares of Bleach: % Value 2020-2023
Table 42 Forecast Sales of Bleach: Value 2023-2028
Table 43 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care benefits from being considered an essential cleaning product
Government initiatives supports growth of toilet care through education
Leading players focus on community programmes to drive awareness
PROSPECTS AND OPPORTUNITIES
Rising affordability and government initiatives support ongoing growth in toilet care
Affordability makes toilet liquids/foams the most popular product
Innovations focus on appealing scents and fragrance to boost value growth
CATEGORY DATA
Table 44 Sales of Toilet Care by Category: Value 2018-2023
Table 45 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 46 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 47 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 48 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Retail volume declines as consumers consider polish unessential
Major players lose share to affordable options during rising inflation
High importation costs lead to a lack of international players on shelves
PROSPECTS AND OPPORTUNITIES
Price stabilisation and the growing working population drive retail volume sales
Potential for floor polish with the increasing use of tiles and modern floors
International players return to shelves while e-commerce drives growth
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2018-2023
Table 51 Sales of Polishes by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Polishes: % Value 2019-2023
Table 53 LBN Brand Shares of Polishes: % Value 2020-2023
Table 54 Forecast Sales of Polishes by Category: Value 2023-2028
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Affordable air care solutions continue to drive retail volume growth in 2023
Car air fresheners decline as car sales stall during a time of rising price points
Air Wick maintains its lead despite losing share to affordable alternatives
PROSPECTS AND OPPORTUNITIES
Rising employment and ongoing affordability drives retail volume growth
Domestic players become increasingly competitive, offering affordable prices
The evolving retail industry is set to improve consumer awareness
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2018-2023
Table 57 Sales of Air Care by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Air Care: % Value 2019-2023
Table 59 LBN Brand Shares of Air Care: % Value 2020-2023
Table 60 Forecast Sales of Air Care by Category: Value 2023-2028
Table 61 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Rising prices lead to positive retail value growth, with home insecticides considered essential
Major players lose volume sales as consumers opt for more affordable options
Reckitt Benckiser partners with Spar to raise awareness of Malaria
PROSPECTS AND OPPORTUNITIES
Positive growth due to affordable price points and multi-purpose offerings
Consumers become increasingly concerned about toxic ingredients
Traditional retailers drive sales through close proximity and affordable prices
CATEGORY DATA
Table 62 Sales of Home Insecticides by Category: Value 2018-2023
Table 63 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 64 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 65 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 66 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 67 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
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