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Country Report

Nigeria Flag Retailing in Nigeria

| Pages: 68

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

The rise of modern retailing drives overall growth in retailing

The Nigerian retailing industry has become steadily more organised in recent years. This is has been partly driven by the efforts of some state governments to ban street trading, revitalise city centres and modernise trading standards and partly due to the efforts of some international retailers and investors to tap into the desires of a growing and young population for convenient, stress-free retailing. The growth of modern retailing continues to contribute to strong overall growth in retailing as more formal retailing means less tax avoidance and a stronger likelihood that products will be genuine rather than cheap imitations. Growth in retailing thus outpaced Nigeria’s GDP growth in 2014 as well as over the entire review period. The growth being recorded in modern retailing is, however, unlikely to lead to the complete disappearance of informal retailing. Three trading platforms still co-exist side-by-side in Nigeria: traditional open markets and street traders; semi-formal modernised open markets; and Western-style shopping centres and formal retail outlets.

Nigeria’s internet retailing boom has begun to emerge

A new retailing channel became significant enough to matter in Nigeria for the first time in 2014: internet retailing. This channel has recorded immense growth since 2012, with particularly strong growth recorded during 2014 as the impact of the investment in internet retailing by Konga and Jumia, two new online retail brands, bore fruit. Furthermore, several new small players including supermart.ng, addiba.com, webmall.ng, buyam.com.ng, and drinks.ng rode on the success of these two giants. Internet retailing maintains a particularly attractive unique selling point in Nigeria: the growing urban population is more internet conscious and more likely to prefer internet retailing to store-based retailing due to the severe traffic congestion in Nigeria’s major cities, which makes home delivery a very attractive option. Nevertheless, internet retailing is likely to continue accounting for a very small proportion of overall retailing value sales for the foreseeable future as the majority of Nigerians still prefer traditional modes of shopping including haggling and the hustle and bustle of open markets and it is likely to take considerable amount of time to convince them to change deeply ingrained habits.

Grocery retailers increase their stock of non-grocery items

In recent years, Nigeria’s traditional grocery retailers have increased the range of non-grocery items they offer. This is the result of several factors, notably the increased purchasing power of some middle-income and high-income Nigerians, particularly those working in buoyant services industries such as banking and telecommunications. This is the main reason for the re-emergence of a middle class which demands more than the usual grocery items. In addition to groceries, many grocery retailers now also sell items such as apparel and footwear, consumer electronics, consumer appliances, books, toys and games, beauty and personal care products and home care products as well as homewares, furniture and furnishings.

International players continue to expand, although local brands remain key players

During 2013 and 2014, Retail Supermarkets Nigeria Ltd opened eight more Shoprite stores, whilst Artee Industries Ltd opened three new Spar stores in Nigeria over the same period. Furthermore, following the acquisition of Game’s Massmart Holding Ltd by Walmart Inc, the company has begun its own expansion, opening new Game stores but, more significantly, creating a new brand called Valumart in convenience stores, a move which represents a bold move away from the large-format outlets which international chains have traditionally used when entering modern grocery retailers in Nigeria. In fact, the path to smaller outlets was paved by local player Addide Ltd, which some time ago recognised the strong potential for small grocery retailers outlets in densely populated urban areas. Apparel and footwear specialist retailers has also begun to see some consolidation following the exit of Woolworths as Mr Price Apparel has assumed leadership in the channel.

Retailing expected to register a positive performance over the forecast period

Nigeria’s large and growing urban population is set to provide steady and ever-growing demand for retailing during the forecast period. In addition, the anticipated entry and expansion of international retailers is set to continue driving growth in the industry over the forecast period. Many companies are expected to strive to develop new ways to win over sceptical, conventional Nigerians to more convenient shopping formats in which profit margins are higher, bearing in mind that, despite the positive GDP growth, the majority of the Nigerian population maintain low levels of discretionary spending, a situation which could deteriorate in the future due to the oil price slump and the devaluation of the Nigerian naira. Finally, as the vast majority of high-income Nigerians are concentrated in handful of key urban areas, developments in retailing can be expected to focus on these areas during the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in Nigeria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retailing industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Nigeria for free:

The Retailing in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic number of stores, selling space and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How big is the grocery/non-grocery/non-store channel in Nigeria?
  • Who are the leading retailers in Nigeria?
  • How is retailing performing in Nigeria?
  • What is the retailing environment like in Nigeria?
  • Which channels are winning or losing in the fight for consumers’ money?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Retailing in Nigeria - Industry Overview

EXECUTIVE SUMMARY

The rise of modern retailing drives overall growth in retailing

Nigeria’s internet retailing boom has begun to emerge

Grocery retailers increase their stock of non-grocery items

International players continue to expand, although local brands remain key players

Retailing expected to register a positive performance over the forecast period

KEY TRENDS AND DEVELOPMENTS

Economic outlook: oil price slump highlights the weakness and strengths of Nigeria’s economy

Urbanisation remains the key driver of growth in modern retailing

Nigeria’s population is young and growing

MARKET INDICATORS

  • Table 1 Employment in Retailing 2009-2014

MARKET DATA

  • Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2009-2014
  • Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2009-2014
  • Table 4 Sales in Store-Based Retailing by Channel: Value 2009-2014
  • Table 5 Store-Based Retailing Outlets by Channel: Units 2009-2014
  • Table 6 Sales in Store-Based Retailing by Channel: % Value Growth 2009-2014
  • Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2009-2014
  • Table 8 Sales in Retailing by Grocery vs Non-Grocery: 2009-2014
  • Table 9 Retailing Company Shares: % Value 2010-2014
  • Table 10 Retailing Brand Shares: % Value 2011-2014
  • Table 11 Store-based Retailing Company Shares: % Value 2010-2014
  • Table 12 Store-based Retailing Brand Shares: % Value 2011-2014
  • Table 13 Store-based Retailing Brand Shares: Outlets 2011-2014
  • Table 14 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
  • Table 15 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
  • Table 16 Forecast Sales in Store-Based Retailing by Channel: Value 2014-2019
  • Table 17 Forecast Store-Based Retailing Outlets by Channel: Units 2014-2019
  • Table 18 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2014-2019
  • Table 19 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2014-2019

APPENDIX

Operating environment

  • Summary 1 Standard Opening Hours by Channel Type 2014
  • Table 20 Number of Shopping Centres/Malls 2011-2014

Cash and carry

DEFINITIONS

SOURCES

  • Summary 2 Research Sources

Retailing in Nigeria - Company Profiles

Artee Industries Ltd in Retailing (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Artee Industries Ltd: Key Facts
  • Summary 4 Artee Industries Ltd: Operational Indicators2012-2014

INTERNET STRATEGY

COMPANY BACKGROUND

  • Chart 1 Artee Industries Ltd: Park n Shop, Supermarkets in Lagos
  • Chart 2 Artee Industries Ltd: Spar_Park n Shop, Supermarkets in Lagos

PRIVATE LABEL

  • Summary 5 Artee Industries Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 6 Artee Industries Ltd: Competitive Position 2014

Exclusive Stores Ltd in Retailing (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Exclusive Stores Ltd: Key Facts
  • Summary 8 Exclusive Stores Ltd: Operational Indicators 2012-2014

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 9 Exclusive Stores Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 10 Exclusive Stores Ltd: Competitive Position 2014

Massmart Holdings Ltd in Retailing (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Massmart Holdings Ltd: Key Facts
  • Summary 12 Massmart Holdings Ltd: Operational Indicators 2012-2014

INTERNET STRATEGY

COMPANY BACKGROUND

  • Chart 3 Massmart Holdings Ltd: Valumart, Convenience Stores in Lagos
  • Chart 4 Massmart Holdings Ltd: Game, Variety Stores in Lagos

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 13 Massmart Holdings Ltd: Competitive Position 2014

Retail Supermarkets Nigeria Ltd in Retailing (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 14 Retail Supermarkets Nigeria Ltd: Key Facts
  • Summary 15 Retail Supermarkets Nigeria Ltd: Operational Indicators 2012-2014

INTERNET STRATEGY

COMPANY BACKGROUND

  • Chart 5 Retail Supermarkets Nigeria Ltd: Shoprite, Hypermarkets in Lagos
  • Chart 6 Retail Supermarkets Nigeria Ltd: Shoprite, Hypermarkets in Lagos

PRIVATE LABEL

  • Summary 16 Retail Supermarkets Nigeria Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 17 Retail Supermarkets Nigeria Ltd: Competitive Position 2014

Sahad Stores Ltd in Retailing (Nigeria)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 18 Sahad Stores: Key Facts
  • Summary 19 Sahad Stores: Operational Indicators 2012-2014

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 20 Sahad Stores: Competitive Position 2014

Grocery Retailers in Nigeria - Category Analysis

HEADLINES

TRENDS

TRADITIONAL VS MODERN

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 7 Modern Grocery Retailers: Valumart, Convenience Stores in Lagos
  • Chart 8 Modern Grocery Retailers: Shoprite, Hypermarket in Lagos
  • Chart 9 Modern Grocery Retailers: Mobil Mart, Forecourt Retailer in Lagos
  • Chart 10 Traditional Grocery Retailers: Open market, Other grocery retailers in Lagos

CHANNEL DATA

  • Table 21 Grocery Retailers: Value Sales, Outlets and Selling Space 2009-2014
  • Table 22 Sales in Grocery Retailers by Channel: Value 2009-2014
  • Table 23 Grocery Retailers Outlets by Channel: Units 2009-2014
  • Table 24 Sales in Grocery Retailers by Channel: % Value Growth 2009-2014
  • Table 25 Grocery Retailers Outlets by Channel: % Unit Growth 2009-2014
  • Table 26 Grocery Retailers Company Shares: % Value 2010-2014
  • Table 27 Grocery Retailers Brand Shares: % Value 2011-2014
  • Table 28 Grocery Retailers Brand Shares: Outlets 2011-2014
  • Table 29 Grocery Retailers Brand Shares: Selling Space 2011-2014
  • Table 30 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2014-2019
  • Table 31 Forecast Sales in Grocery Retailers by Channel: Value 2014-2019
  • Table 32 Forecast Grocery Retailers Outlets by Channel: Units 2014-2019
  • Table 33 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2014-2019
  • Table 34 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019

Non-Grocery Specialists in Nigeria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL FORMATS

  • Chart 11 Non-Grocery Retailers: Foschini, Apparel and Footwear Specialist Retailers in Lagos
  • Chart 12 Non-Grocery Retailers: GNC, Health and Beauty Specialist Retailers in Lagos
  • Chart 13 Non-Grocery Retailers: Swatch, Leisure and Personal Goods Specialists in Lagos
  • Chart 14 Non-Grocery Retailers: Street Stall, Other non-grocery retailers in Lagos

CHANNEL DATA

  • Table 35 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2009-2014
  • Table 36 Sales in Non-Grocery Specialists by Channel: Value 2009-2014
  • Table 37 Non-Grocery Specialists Outlets by Channel: Units 2009-2014
  • Table 38 Sales in Non-Grocery Specialists by Channel: % Value Growth 2009-2014
  • Table 39 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2009-2014
  • Table 40 Non-Grocery Specialists Company Shares: % Value 2010-2014
  • Table 41 Non-Grocery Specialists Brand Shares: % Value 2011-2014
  • Table 42 Non-Grocery Specialists Brand Shares: Outlets 2011-2014
  • Table 43 Non-Grocery Specialists Brand Shares: Selling Space 2011-2014
  • Table 44 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2014-2019
  • Table 45 Forecast Sales in Non-Grocery Specialists by Channel: Value 2014-2019
  • Table 46 Forecast Non-Grocery Specialists Outlets by Channel: Units 2014-2019
  • Table 47 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
  • Table 48 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019

Non-Store Retailing in Nigeria - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL DATA

  • Table 49 Mobile internet retailing 2014-2019
  • Table 50 Sales in Non-Store Retailing by Channel: Value 2009-2014
  • Table 51 Sales in Non-Store Retailing by Channel: % Value Growth 2009-2014
  • Table 52 Non-Store Retailing Company Shares: % Value 2010-2014
  • Table 53 Non-Store Retailing Brand Shares: % Value 2011-2014
  • Table 54 Forecast Sales in Non-Store Retailing by Channel: Value 2014-2019
  • Table 55 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019

Segmentation

This market research report includes the following:

  • Retailing
    • Store-based Retailing
      • Grocery Retailers
        • Modern Grocery Retailers
          • Convenience Stores
          • Discounters
          • Forecourt Retailers
            • Chained Forecourts
            • Independent Forecourts
          • Hypermarkets
          • Supermarkets
        • Traditional Grocery Retailers
          • Food/Drink/Tobacco Specialists
          • Independent Small Grocers
          • Other Grocery Retailers
      • Non-Grocery Specialists
        • Apparel and Footwear Specialist Retailers
        • Electronics and Appliance Specialist Retailers
        • Health and Beauty Specialist Retailers
          • Beauty Specialist Retailers
          • Chemists/Pharmacies
          • Optical Goods Stores
          • Drugstores/Parapharmacies
          • Other Healthcare Specialist Retailers
        • Home and Garden Specialist Retailers
          • Home Improvement and Gardening Stores
          • Homewares and Home Furnishing Stores
        • Leisure and Personal Goods Specialist Retailers
          • Bags and Luggage Specialist Retailers
          • Jewellery and Watch Specialist Retailers
          • Media Products Stores
          • Pet Shops and Superstores
          • Sports Goods Stores
          • Stationers/Office Supply Stores
          • Traditional Toys and Games Stores
          • Other Leisure and Personal Goods Specialist Retailers
        • Other Non-Grocery Specialists
      • Mixed Retailers
        • Department Stores
        • Mass Merchandisers
        • Variety Stores
        • Warehouse Clubs
      • Luxury Retailing
        • Luxury Department Stores
        • Luxury Apparel and Footwear Specialist Retailers
        • Luxury Jewellery and Watch Specialist Retailers
        • Luxury Bags and Luggage Specialist Retailers
    • Non-Store Retailing
      • Direct Selling
        • Apparel and Footwear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Electronics Direct Selling
        • Consumer Healthcare Direct Selling
        • Consumer Appliances Direct Selling
        • Food and Drink Direct Selling
        • Home Care Direct Selling
        • Home Improvement and Gardening Direct Selling
        • Housewares and Home Furnishings Direct Selling
        • Media Products Direct Selling
        • Personal Accessories and Eyewear Direct Selling
        • Pet Care Direct Selling
        • Traditional Toys and Games Direct Selling
        • Video Games Hardware Direct Selling
        • Other Direct Selling
      • Homeshopping
        • Apparel and Footwear through Homeshopping
        • Beauty and Personal Care Homeshopping
        • Consumer Appliances Homeshopping
        • Consumer Electronics Homeshopping
        • Consumer Healthcare Homeshopping
        • Food and Drink Homeshopping
        • Home Care Homeshopping
        • Home Improvement and Gardening Homeshopping
        • Housewares and Home Furnishings Homeshopping
        • Media Products Homeshopping
        • Personal Accessories and Eyewear through Homeshopping
        • Pet Care Homeshopping
        • Traditional Toys and Games Homeshopping
        • Video Games Hardware Homeshopping
        • Other Homeshopping
      • Internet Retailing
        • Apparel and Footwear through Internet Retailing
        • Beauty and Personal Care Internet Retailing
        • Consumer Appliances Internet Retailing
        • Consumer Electronics Internet Retailing
        • Consumer Healthcare Internet Retailing
        • Food and Drink Internet Retailing
        • Home Care Internet Retailing
        • Home Improvement and Gardening Internet Retailing
        • Housewares and Home Furnishings Internet Retailing
        • Media Products Internet Retailing
        • Personal Accessories and Eyewear through Internet Retailing
        • Pet Care Internet Retailing
        • Traditional Toys and Games Internet Retailing
        • Video Games Hardware Internet Retailing
        • Other Internet Retailing
      • Vending
        • Packaged Drinks Vending
        • Packaged Foods Vending
        • Personal Hygiene Products Vending
        • Tobacco Products Vending
        • Hot Drinks Vending
        • Traditional Toys and Games Vending
        • Other Products Vending
      • Mobile Internet Retailing
      • Internet Pure Play Retailers

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Employment
  • Grocery vs Non-grocery
  • Taxation
  • Mobile Internet Retailing

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Sites/outlets
  • Sites/outlets % growth
  • Sites/outlets per capita
  • Selling space
  • Selling space % growth
  • Selling space per capita
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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