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Home Care in Nigeria

Home Care in Nigeria

Nigeria exited its biggest recession only in late 2017. Record inflation, the weak naira, high unemployment and low disposable incomes resulted in increased consumer price-sensitivity for most of the year, driving sales of lower-priced home care products and brands.

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 2022 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 2018
LIST OF CONTENTS AND TABLES
Executive Summary
Lower-priced Home Care Products See Growth
International Brands Remain Dominant in the Market in 2017
the Growing Population, Culture and Advertising Drive Value Sales
New Products With Multiple Uses Gain Traction in 2017
Home Care Is Projected To Sustain Growth Over the Forecast Period
Market Indicators
Table 1 Households 2012-2017
Market Data
Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022
Definitions
Sources
Summary 1 Research Sources
Headlines
Prospects
the Volume Growth of Car Air Fresheners Slows, Due To the Reduction in Sales of Cars
Higher Volume Sales in Northern Nigeria
the Rising Acceptance of Gel Air Fresheners in Nigeria
Competitive Landscape
Glade by Johnson Wax Nigeria Gives Competitors A Run for Their Money
International Brands Continue To Dominate Volume Sales in Air Care
Unbranded Air Care Products Flood the Nigerian Market
Category Data
Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Bleach in Nigeria Is Poised for Further Expansion, Due To Its Multiple Uses in the Home
Low Prices and Smaller Pack Sizes Drive Volume Growth
Recession and the Party Culture Drive Value Sales of Bleach in Nigeria
Competitive Landscape
Multipro Enterprises Leads Bleach in 2017
Foreign Brands Still Dominate Bleach
Aggressive Marketing Campaigns Drive Value Growth
Category Data
Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022
Headlines
Prospects
Hand Dishwashing Dominates Dishwashing in Nigeria
Nigerians Drop Laundry Detergents and Hand Wash for Dishwashing Liquids
Unbranded Home-made Dishwashing Liquids Flood the Market
Competitive Landscape
Pz Cussons Nigeria Remains Dominant With Morning Fresh
Strong Initiatives To Try and Boost Shares
Local Manufacturers Enter the Market
Category Indicators
Table 25 Household Possession of Dishwashers 2012-2017
Category Data
Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022
Headlines
Prospects
97% of Nigeria's Population Are at Risk of Getting Malaria, Which Drives Growth in Home Insecticides
Continued Growth in Insecticide Coils and Other Home Care Insecticides
Whilst Mosquitoes Are Seasonal, Other Insects Are Present All Year Round
Competitive Landscape
Gongoni Co Is the Largest Local Player in Home Insecticides
Gbo SC Johnson & Son Leads Home Insecticides in Nigeria
No Strong Marketing Campaigns by Brand Owners
Category Data
Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022
Headlines
Prospects
Hand Washing Is An Affordable and Reliable Option
Low Sales of Carpet Cleaners, Due To Little Use of Carpets in Nigerian Homes
Weakened Purchasing Power Drives the Demand for Economy Brands
Competitive Landscape
Strong Distribution and Low Prices Drive Sales
Domestic Brands Take Share From Global Brands
Word-of-mouth and Point-of-sale Materials Drive Brand Awareness Amongst Lower-income Groups
Category Indicators
Table 39 Household Possession of Washing Machines 2012-2017
Category Data
Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Volume Sales of Shoe Polish Are Supported by Mobile Shoe Shiners
the Recession and Job Cuts Stifle the Volume Growth of Polishes
Demand for Polishes Will Grow As the Number of Inductees in the Military Grows
Competitive Landscape
International Brands Continue To Dominate Through Distribution in Modern Retailers
Kiwi Remains the Leading Brand, and Black Shoe Polish Accounts for the Highest Value Share
Floor Polish Sees the Highest Sales and Forecast Growth in Business-to-business Sales
Category Data
Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022
Headlines
Prospects
Surface Care Gradually Gains Traction in Nigeria
the Use of Kerosene As A Surface Cleaner Is Seeing A Rapid Decline in Nigeria
Home Care Disinfectants Are Used Mainly for Bathing by Nigerians
Competitive Landscape
Reckitt Benckiser Nigeria Leads Surface Care
Dettol Expands Its Sales in Surface Care
Local Players Battle International Players for Value Share
Category Data
Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Toilet Care Increases in Nigeria in 2017
Many Homes Are Still Using Local Pit Toilets
Falling Health Awareness Campaigns and Cheaper Alternatives To Toilet Care Products
Competitive Landscape
Reckitt Benckiser Nigeria Leads Toilet Care in 2017
Complementary Product Promotions Help To Drive Growth
International Players Still Dominate Value Share in Toilet Care
Category Data
Table 68 Sales of Toilet Care by Category: Value 2012-2017
Table 69 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 70 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 71 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 72 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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