Home Care in Nigeria
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.
- 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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