Household
Household Care

Household Care in Nigeria

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: 62  |  Publication date: Feb 2009
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Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Laundry care continues to dominate household care in Nigeria

Overall, household care continued to witness positive growth in 2007. Laundry care remained by far the biggest contributor to sales of household care products in Nigeria. The main reason behind this growth is that Nigerians use laundry detergents for all sorts of cleaning purposes, including wiping floors, cleaning cars and washing surfaces. Lack of consumer sophistication, combined with limited purchasing power, led to rapid value growth of powder detergents during the review period, at the expense of more task-specific products.

Multi-purpose products remain very popular due to price considerations

Most Nigerian consumers prefer to use multi-purpose products rather than task-specific products, for the simple reason that it will cost them less money for the same job. Amongst multi-purpose products, powder detergents are used for washing clothes, dishwashing and cleaning kitchens, doors and windows. The presence of cheap chlorine bleach also limits the expansion of task-specific cleaners.

Multinationals hold the lion’s share of sales

Multinationals strongly dominate household care. Their success in Nigeria is attributed to the international reputation of their products, coupled with long trading experience in Nigeria. As pioneers in household care in Nigeria, multinationals such as Unilever Group and PZ Cussons Plc developed a good understanding of consumer preferences in terms of packaging and pricing. Adapting to the needs of the local market has been the key to their success in Nigeria.

Small grocery retailers remains the most popular channel

Household care products are mainly sold in small grocery retailers in Nigeria. This is due to the fact that these outlets are generally located close to consumers’ homes, and offer lower prices as well as products on credit to loyal consumers. By contrast, operators of supermarkets/hypermarkets tend not to know their customers on a personal basis, and thus they generally do not offer credit. In addition, they market products at higher prices, therefore they are mainly patronised by consumers in the upper income segment. Supermarkets are expected to expand geographically over the forecast period and also offer more affordable prices, which will impact positively on sales of household care products in Nigeria.

Positive outlook for task-specific products

The outlook for household care products is positive. Thanks to improved economic conditions, Nigerians are expected to see their purchasing power increase significantly over the forecast period. Therefore manufacturers will further expand their investment in production facilities to meet the growing sophistication of Nigerians.

Table of contents

HOUSEHOLD CARE IN NIGERIA : MARKET INSIGHT

EXECUTIVE SUMMARY

Laundry care continues to dominate household care in Nigeria

Multi-purpose products remain very popular due to price considerations

Multinationals hold the lion’s share of sales

Small grocery retailers remains the most popular channel

Positive outlook for task-specific products

MARKET INDICATORS

Table 1 Households 2002-2007

MARKET DATA

Table 2 Sales of Household Care by Sector: Value 2002-2007

Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007

Table 4 Household Care Company Shares 2003-2007

Table 5 Household Care Brand Shares 2004-2007

Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007

Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007

Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012

Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012

DEFINITIONS

Summary 1 Research Sources

LAUNDRY CARE IN NIGERIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 10 Sales of Laundry Care by Subsector: Value 2002-2007

Table 11 Sales of Laundry Care by Subsector: % Value Growth 2002-2007

Table 12 Sales of Laundry Detergents by Type: Value 2002-2007

Table 13 Sales of Laundry Detergents by Type: % Value Growth 2002-2007

Table 14 Laundry Care Company Shares 2003-2007

Table 15 Laundry Care Brand Shares 2004-2007

Table 16 Laundry Detergents Company Shares 2003-2007

Table 17 Laundry Detergents Brand Shares 2004-2007

Table 18 Forecast Sales of Laundry Care by Subsector: Value 2007-2012

Table 19 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012

DISHWASHING PRODUCTS IN NIGERIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 20 Sales of Dishwashing Products by Subsector: Value 2002-2007

Table 21 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007

Table 22 Dishwashing Products Company Shares 2003-2007

Table 23 Dishwashing Products Brand Shares 2004-2007

Table 24 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012

Table 25 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012

SURFACE CARE IN NIGERIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 26 Sales of Surface Care by Subsector: Value 2002-2007

Table 27 Sales of Surface Care by Subsector: % Value Growth 2002-2007

Table 28 Surface Care Company Shares 2003-2007

Table 29 Surface Care Brand Shares 2004-2007

Table 30 Forecast Sales of Surface Care by Subsector: Value 2007-2012

Table 31 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012

CHLORINE BLEACH IN NIGERIA

Headlines

Trends

Competitive LandscapE

Prospects

Sector Data

Table 32 Sales of Chlorine Bleach: Value 2002-2007

Table 33 Sales of Chlorine Bleach: % Value Growth 2002-2007

Table 34 Chlorine Bleach Company Shares 2003-2007

Table 35 Chlorine Bleach Brand Shares 2004-2007

Table 36 Forecast Sales of Chlorine Bleach: Value 2007-2012

Table 37 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012

TOILET CARE PRODUCTS IN NIGERIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 38 Sales of Toilet Care Products by Subsector: Value 2002-2007

Table 39 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007

Table 40 Toilet Care Products Company Shares 2003-2007

Table 41 Toilet Care Products Brand Shares 2004-2007

Table 42 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012

Table 43 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012

POLISHES IN NIGERIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 44 Sales of Polishes by Subsector: Value 2002-2007

Table 45 Sales of Polishes by Subsector: % Value Growth 2002-2007

Table 46 Polishes Company Shares 2003-2007

Table 47 Polishes Brand Shares 2004-2007

Table 48 Forecast Sales of Polishes by Subsector: Value 2007-2012

Table 49 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012

AIR CARE IN NIGERIA

INSECTICIDES IN NIGERIA

Headlines

Trends

Competitive Landscape

Prospects

Sector Data

Table 50 Sales of Insecticides by Subsector: Value 2002-2007

Table 51 Sales of Insecticides by Subsector: % Value Growth 2002-2007

Table 52 Insecticides Company Shares 2003-2007

Table 53 Insecticides Brand Shares 2004-2007

Table 54 Forecast Sales of Insecticides by Subsector: Value 2007-2012

Table 55 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012

UNILEVER NIGERIA PLC

Strategic Direction

Key Facts

Summary 2 Unilever Nigeria Plc: Key Facts

Summary 3 Unilever Nigeria Plc: Operational Indicators

Company Background

Production

Competitive Positioning

Summary 4 Unilever Nigeria Plc: Competitive Position 2007

PZ CUSSONS NIGERIA

Strategic Direction

Key Facts

Summary 5 PZ Cussons Nigeria: Key Facts

Summary 6 PZ Cussons Nigeria: Operational Indicators

Company Background

ProduCtion

Competitive Positioning

Summary 7 PZ Cussons Nigeria : Competitive Position 2007

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