Household Care in Nigeria
Euromonitor International's Household 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, 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 illustrate how the market is set to change.
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Tables: 72 | Publication date: Jul 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Improved economic conditions and increased marketing drive demand
Household care in Nigeria experienced strong and steady value growth in 2008. This can mainly be attributed to improved economic conditions, which improved the earnings of consumers and enabled them to spend more money on household care products. Industry players also increased their marketing activities, which further stimulated demand.
Packaging in small units remains a key strategy
Packaging in small units is strategic in Nigeria, since it suits most consumers’ needs and enables companies to push volume sales. So Klin took the household care market by storm when it was first imported into Nigeria. Previously, most laundry detergents sold in the country were blue and packaged in folding cartons of at least 200g. So Klin is a white powder detergent, packaged in a 35g plastic pouch. This marketing strategy attracted immediate attention, especially as it made the product more affordable. Since the introduction of So Klin, most new products in Nigerian household care have been introduced in small units.
Multinationals dominate
Multinationals such as PZ Industries, Procter & Gamble Nigeria, Unilever Nigeria, Reckitt Benckiser Nigeria and Johnson Wax Nigeria dominate the Nigerian household care market. Most of the leading brands are manufactured in Nigeria by local subsidiaries, although some are imported. Nigerian subsidiaries have the financial and technical backing of their parent companies and usually spend huge amounts of money on marketing and advertising. They also typically have nationwide distribution capabilities and products of exceptional quality. These advantages help them to dominate Nigerian household care, in both volume and value terms.
Independent small grocers remains the main distribution channel
Independent small grocers led distribution of Nigerian household care in 2008, with a 35% value share. The outlets are located conveniently close to consumers, typically in open markets and within the neighbourhood. Supermarkets/hypermarkets held the second highest value share of 27% in 2008. The outlets offer customers a superior and less hectic shopping experience compared to shopping in the frequently unstructured open markets.
Manufacturers squeezing their margins over the forecast period
Increasingly higher washing machine penetration, as well as major brands such as Omo or Elephant driving the market will benefit laundry care, boosting value sales in constant value terms over the forecast period. At the same time, polishes will benefit from the fact that many Nigerians will increasingly groom their appearance at work, boosting sales of shoe polish. On the other hand, dishwashing products and surface care are likely to suffer as consumers stick to more basic product for their household chores.
Table of contents
HOUSEHOLD CARE IN NIGERIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Improved economic conditions and increased marketing drive demand
Packaging in small units remains a key strategy
Multinationals dominate
Independent small grocers remains the main distribution channel
Manufacturers squeezing their margins over the forecast period
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 8 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Summary - Research Sources
LOCAL COMPANY PROFILES - NIGERIA
GONGONI CO LTD - HOUSEHOLD CARE - NIGERIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Summary - Gongoni Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Summary - Gongoni Co Ltd: Competitive Position 2008
NIGERIAN-GERMAN CHEMICALS PLC - HOUSEHOLD CARE - NIGERIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Summary - Nigerian-German Chemicals Plc: Key Facts
Summary 5 Summary - Nigerian-German Chemicals Plc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Summary - Nigerian-German Chemicals Plc: Competitive Position 2008
RIVER VEGETABLE OIL CO LTD - HOUSEHOLD CARE - NIGERIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Summary - River Vegetable Oil Company Limited: Key Facts
Summary 8 Summary - River Vegetable Oil Company Limited: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Summary - River Vegetable Oil Company Limited: Competitive Position 2008
LAUNDRY CARE IN NIGERIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 10 Household Penetration of Washing Machines 2003-2008
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2003-2008
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 13 Sales of Laundry Detergents by Type: Value 2003-2008
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 15 Laundry Care Company Shares 2004-2008
Table 16 Laundry Care Brand Shares 2005-2008
Table 17 Laundry Detergents Company Shares 2004-2008
Table 18 Laundry Detergents Brand Shares 2005-2008
Table 19 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 20 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN NIGERIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 21 Household Penetration of Dishwashers 2003-2008
SECTOR DATA
Table 22 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 23 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 24 Dishwashing Products Company Shares 2004-2008
Table 25 Dishwashing Products Brand Shares 2005-2008
Table 26 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 27 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN NIGERIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Sales of Surface Care by Subsector: Value 2003-2008
Table 29 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 30 Surface Care Company Shares 2004-2008
Table 31 Surface Care Brand Shares 2005-2008
Table 32 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 33 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN NIGERIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 35 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
Table 36 Sales of Chlorine Bleach: Value 2003-2008
Table 37 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 38 Chlorine Bleach Company Shares 2004-2008
Table 39 Chlorine Bleach Brand Shares 2005-2008
TOILET CARE PRODUCTS IN NIGERIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 41 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 42 Toilet Care Products Company Shares 2004-2008
Table 43 Toilet Care Products Brand Shares 2005-2008
Table 44 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 45 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN NIGERIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 47 Polishes Company Shares 2004-2008
Table 48 Polishes Brand Shares 2005-2008
Table 49 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 50 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
Table 51 Sales of Polishes by Subsector: Value 2003-2008
AIR CARE IN NIGERIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Air Care by Subsector: Value 2003-2008
Table 53 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 54 Air Care Company Shares 2004-2008
Table 55 Air Care Brand Shares 2005-2008
Table 56 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 57 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN NIGERIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Insecticides by Subsector: Value 2003-2008
Table 59 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 60 Insecticides Company Shares 2004-2008
Table 61 Insecticides Brand Shares 2005-2008
Table 62 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 63 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013