Home Care in Nigeria


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Home Care in Nigeria

In 2019, home care in Nigeria continued to record low levels of growth compared to the review period, with the economic slowdown causing an increase of price-sensitive consumers. The weak economy partnered with high prices due to a depreciated local currency, meant a significant number of consumers had weak buying power, which limited the growth of home care. While volume growth has been driven by consumers down-trading, with players making a variety of cheap products available across all home c...

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 2024 illustrate how the market is set to change.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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* 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.

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Home Care in Nigeria
Euromonitor International
February 2020
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
Home care records weak growth in 2019; the result of the economic slowdown partnered with consumers low buying power
Consumers focus on what they perceive to be essentials, with added-value items losing share
Eko Supreme Nigeria Ltd retains its lead, as local players battle with international offerings for value share
The weak economy saw a lack of new product developments, however, Sniper insecticide is set to disrupt the home insecticide landscape
Growth will increase significantly over the forecast period, boosted by growing urbanisation and the recovering economic landscape
MARKET INDICATORS
Table 1 Households 2014-2019
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Distribution of Home Care by Format: % Value 2014-2019
Table 7 Distribution of Home Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Home Care by Category: Value 2019-2024
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Gel air fresheners, car air fresheners and spray/aerosol air fresheners drive sales, benefiting from consumers desires for a fresh scent
Strong prospects for air care as urbanisation and the middle class grows
Electric air fresheners will be boosted over the forecast period, and spending confidence grows
COMPETITIVE LANDSCAPE
Air Wick maintains its lead, offering air care products in several areas to appeal to a host of different consumers
Smaller brands and unbranded products challenge leading players
Players compete through innovation, offering consumers different aromas and updated packaging
CATEGORY DATA
Table 10 Sales of Air Care by Category: Value 2014-2019
Table 11 Sales of Air Care by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Air Care: % Value 2015-2019
Table 13 LBN Brand Shares of Air Care: % Value 2016-2019
Table 14 Forecast Sales of Air Care by Category: Value 2019-2024
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
The multi-purpose use of bleach drives growth and value sales, as consumers appreciate its versatility
Bleach players highlight the multiple benefits of the products, increasing growth and boosting sales for multiple players
As the economy improves, more expensive brands are set to grow on the landscape
COMPETITIVE LANDSCAPE
Domestic player Hypo leads, overtaking established players with its attractive price point
Jik retains its second position with its quality, established offering, with sales set to increase over the forecast period
The economic recovery is good news for value-added bleach players
CATEGORY DATA
Table 16 Sales of Bleach: Value 2014-2019
Table 17 Sales of Bleach: % Value Growth 2014-2019
Table 18 NBO Company Shares of Bleach: % Value 2015-2019
Table 19 LBN Brand Shares of Bleach: % Value 2016-2019
Table 20 Forecast Sales of Bleach: Value 2019-2024
Table 21 Forecast Sales of Bleach: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Domestic players have increased opportunities as price-sensitivity remains
Domestic players have increased opportunities as price-sensitivity remains
Growing urbanisation is set to boost growth for dishwashing, over the forecast period
COMPETITIVE LANDSCAPE
PZ Industries Plc retained its lead with Morning Fresh; however, the player has lost share year-on-year due to growing price sensitivity
Mama takes share from leader Morning Fresh, appealing with its no-frills dishwashing offering
Domestic players continue to enter dishwashing as Limpo Clean offers a regional, low priced dishwashing solution
CATEGORY INDICATORS
Table 22 Household Possession of Dishwashers 2014-2019
CATEGORY DATA
Table 23 Sales of Dishwashing by Category: Value 2014-2019
Table 24 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 26 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 27 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Mosquito bites and the threat of malaria drives sales of home insecticides
Spray/aerosol continue to drive value sales, however, they are more prevalent in urban, than rural areas
Brand repositions from outdoor insect repellents to indoor home insecticides
COMPETITIVE LANDSCAPE
Gongoni Co Ltd led sales, benefiting from offering mid-priced items, as well as products for price-sensitive consumers
Newer brands act as a threat to established players, as consumers question established brands effectiveness
Home insecticide manufacturers reposition products to meet changing consumer demands
CATEGORY DATA
Table 29 Sales of Home Insecticides by Category: Value 2014-2019
Table 30 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 31 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 32 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 33 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 34 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Laundry care continues to grow, however price sensitivity sees cheaper products growing in popularity
Multi-purpose detergents are popular, used for multiple cleaning tasks, other than laundry
Automatic detergents record solid growth as Nigerians move away from hand washing, and sales are set to increase in line with the recovering economy
COMPETITIVE LANDSCAPE
Eko Supreme Nigeria Limited maintains its lead, and players compete through promotional activities and affordable price points
As a considerable amount of consumers do not remain brand loyal, player compete through price points
Further new brands expected in bar detergents over the forecast period
CATEGORY INDICATORS
Table 36 Household Possession of Washing Machines 2014-2019
CATEGORY DATA
Table 37 Sales of Laundry Care by Category: Value 2014-2019
Table 38 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 39 Sales of Laundry Aids by Category: Value 2014-2019
Table 40 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 41 Sales of Laundry Detergents by Category: Value 2014-2019
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 43 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 44 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 45 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 46 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 47 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 49 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Shoe polish benefits from being viewed as an essential among some consumer groups in Nigeria
Popular mobile shoe shiners continue to contribute to sales of shoe polish
Floor and furniture polish have limited popularity, but are expected to grow over the forecast period
COMPETITIVE LANDSCAPE
Kiwi maintains its lead, offering variety to consumers through different colours and sizes
There is wide product penetration due to the success of leading brands
International brands continue to lead as domestic players struggle against the competition
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2014-2019
Table 52 Sales of Polishes by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Polishes: % Value 2015-2019
Table 54 LBN Brand Shares of Polishes: % Value 2016-2019
Table 55 Forecast Sales of Polishes by Category: Value 2019-2024
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Growth in urban lifestyles boosts surface care; however growth is hampered by weaker spending power
Disinfectants and scouring agents drive sales, however, both are threatened by alternatives such as bleach
Surface care sales are boosted by advertising and price-conscious consumers reach for multi-purpose products
COMPETITIVE LANDSCAPE
Reckitt Benckiser leads with Dettol; however the player has strong competition from other disinfectants
Disinfectants lead, however, product diversification could be boosted over the forecast period
Multi-purpose cleaners that are utilised for several surface care needs, remain popular
CATEGORY DATA
Table 57 Sales of Surface Care by Category: Value 2014-2019
Table 58 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Surface Care: % Value 2015-2019
Table 62 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 63 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Growth in urban lifestyles and economic recovery is set to have a positive impact on toilet care
Increasing hygiene awareness partnered with more affordable products will boost growth
Rim blockers attract a small consumer base, which is set to grow over the forecast period
COMPETITIVE LANDSCAPE
Reckitt Benckiser continues to lead with Harpic, benefiting from an established position and strong distribution
Domestic player, Multipro Enterprises, competes with Hypo bleach and gains share from Harpic
Brands are expected to recover over the forecast period; however alternative toilet care offerings remain a threat
CATEGORY DATA
Table 65 Sales of Toilet Care by Category: Value 2014-2019
Table 66 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 68 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 69 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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