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Report
Home Care in Nigeria
Market Direction I 2025-02-26 I 60 Pages I Euromonitor
In 2024, the performance of the home care sector in Nigeria was significantly affected by sharp increases in unit prices, ranging from 50% to 100% across most categories. This price surge was primarily driven by the depreciation of the local currency and a strong rise in energy costs, which in turn led to higher import and production expenses. The prevailing inflationary pressures further weakened consumer spending power, forcing many consumers to prioritise products.
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 2029 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 2025
List Of Contents And Tables
HOME CARE IN NIGERIA
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
The essential nature of laundry care supports its strong performance in 2024
Strong competitive activity benefits sales of hand wash and bar detergents
Laundry service providers support sales of automatic detergents
PROSPECTS AND OPPORTUNITIES
Urban population growth and improvements in the economy are expected to support positive results
Hand wash detergents is expected to continue driving overall growth
Niche categories such as carpet cleaners and automatic detergents will post a strong performance
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2019-2024
Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 14 Sales of Laundry Aids by Category: Value 2019-2024
Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Dishwashing posts a retail volume decline as consumers seek cheaper options
Strong competition helps to limit the retail volume decline in dishwashing
Automatic dishwashing struggles as economic uncertainties impacts consumer and commercial use
PROSPECTS AND OPPORTUNITIES
Improvements in the economy and growth in the urban population is expected to support dishwashing
Strong competition will continue to support sales as a wide range of brands are offered for different income groups
Automatic dishwashing is set to post the strongest growth as the upper-income population grows
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2019-2024
Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Surface care records a retail volume decline, negatively impacted by poor economic conditions
Home care disinfectants and scouring agents are the best performing products
Task specific, niche products record strong volume declines as consumers reach for affordable goods
PROSPECTS AND OPPORTUNITIES
Surface care is predicted to grow as the economy in Nigeria begins to recover
Home care disinfectants and scouring agents are expected to drive strong growth
Niche categories, including multipurpose cleaners, have strong opportunities for growth
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2019-2024
Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Bleach benefits from its essential nature, recording positive retail value and volume growth
Bleach is used as a substitute for surface care and toilet care products
Hypo retains its lead while Jik maintains a strong retail value share in 2024
PROSPECTS AND OPPORTUNITIES
Economic improvement and the rising urban population are expected to drive demand
Strong price competition should continue to benefit sales of bleach across the forecast period
Competition from task specific products is expected to increase
CATEGORY DATA
Table 44 Sales of Bleach: Value 2019-2024
Table 45 Sales of Bleach: % Value Growth 2019-2024
Table 46 NBO Company Shares of Bleach: % Value 2020-2024
Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
Table 48 Forecast Sales of Bleach: Value 2024-2029
Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Toilet care records a retail volume decline as consumers seek cheaper options
Strong competition helps to limit the retail volume decline for toilet care
Toilet liquids is the only significant category as niche products suffer from high import costs
PROSPECTS AND OPPORTUNITIES
Economic recovery and a rising urban population is expected to support demand
Local brands are expected to drive competition across the next five years
Niche categories, including rim blocks, have solid scope to boost sales
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2019-2024
Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Polishes record a retail volume decline as consumers seek cheap substitutes
Furniture polish records a strong decline due to poor economic conditions
Low presence of local brand as consumers trust the quality of international players
PROSPECTS AND OPPORTUNITIES
The economic recovery will drive demand, while sales of shoe polish lead
Furniture polish is expected to record the strongest grow, in line with real estate development
Floor polish has scope to see significant sales across the next five years
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2019-2024
Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Polishes: % Value 2020-2024
Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Air care records a retail volume decline as harsh economic conditions impact sales
Gel air fresheners record the strongest retail volume performance with new brand offerings
Air Wick maintains its lead despite losing share to affordable alternatives
PROSPECTS AND OPPORTUNITIES
Economic improvement is set to drive growth for air care over the forecast period
Gel air fresheners and spray/aerosol air fresheners are set to support sales
Liquid and electric air fresheners have strong growth prospects in line with economic recovery
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2019-2024
Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 65 NBO Company Shares of Air Care: % Value 2020-2024
Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN NIGERIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Home insecticides record a retail volume decline as consumers reach for cheap substitutes
Insecticide coils record positive retail volume growth, benefiting from affordability
Electric insecticides performs poorly as consumers focus on most affordable options
PROSPECTS AND OPPORTUNITIES
Economic improvements are expected to drive growth for home insecticides
Consumers are expected to rely on familiar products, as companies develop new formulations
Electric insecticides are set to record growth as consumers seek convenient and safer products
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2019-2024
Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
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