Apparel and Footwear in Nigeria

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Childrenswear
  • Apparel and Accessories
  • Menswear
  • Womenswear
  • Jeans
  • Hosiery
  • Footwear
  • Sportswear

If you're in the Apparel and Footwear industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Apparel and Footwear in Nigeria report includes:

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

This report answers:

  • What is the market size of Apparel and Footwear in Nigeria?
  • Which are the leading brands in Nigeria?
  • How are products distributed in Nigeria?
  • How is the rise of e-commerce shaping demand?
  • What % of apparel and footwear sales are made via grocery retailers?
  • Do consumers want premium quality or fast fashion?
  • How will COVID-19 and recession impact demand?
  • How important is sustainability in Apparel and Footwear in Nigeria?
  • Where is future growth expected to be most dynamic?

Apparel and Footwear in Nigeria

EXECUTIVE SUMMARY

COVID-19 impact on apparel and footwear
COVID-19 country impact
Company response
Retailing shift
What next for apparel and footwear?

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2015-2020 Table 2 Sales of Apparel and Footwear by Category: Value 2015-2020 Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2015-2020 Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2015-2020 Table 5 NBO Company Shares of Apparel and Footwear: % Value 2016-2020 Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2017-2020 Table 7 Distribution of Apparel and Footwear by Format: % Value 2015-2020 Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2020 Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2020-2025 Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2020-2025 Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2020-2025 Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

FACE MASKS

Summary: Fashion Face Masks Usage, Pricing and Market Sizes in Middle East and Africa – 2020

DISCLAIMER

SOURCES

Summary 1 Research Sources

Childrenswear in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Restrictions on school, travel, socialising limit occasions for parental purchase
Childrenswear first casualty as consumer incomes shrink
Limited retail access helps shift sales online

RECOVERY AND OPPORTUNITIES

Reinvigorated economy key to childrenswear
Demographic advantages favour childrenswear
Retail evolution can strengthen sales

CATEGORY DATA

Table 13 Sales of Childrenswear by Category: Volume 2015-2020 Table 14 Sales of Childrenswear by Category: Value 2015-2020 Table 15 Sales of Childrenswear by Category: % Volume Growth 2015-2020 Table 16 Sales of Childrenswear by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Childrenswear: % Value 2016-2020 Table 18 LBN Brand Shares of Childrenswear: % Value 2017-2020 Table 19 Forecast Sales of Childrenswear by Category: Volume 2020-2025 Table 20 Forecast Sales of Childrenswear by Category: Value 2020-2025 Table 21 Forecast Sales of Childrenswear by Category: % Volume Growth 2020-2025 Table 22 Forecast Sales of Childrenswear by Category: % Value Growth 2020-2025

Sportswear in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Recession in the wake of virus biggest threat to sales
Movement restrictions put brakes on demand, but exercise trends grow in importance
Cheap, credible alternatives begin to gain momentum in COVID-19

RECOVERY AND OPPORTUNITIES

Strong underlying demand still in place
Youth trends will continue to offer potential
Sports footwear will benefit from comparative lack of price sensitivity

CATEGORY DATA

Table 23 Sales of Sportswear by Category: Value 2015-2020 Table 24 Sales of Sportswear by Category: % Value Growth 2015-2020 Table 25 NBO Company Shares of Sportswear: % Value 2016-2020 Table 26 LBN Brand Shares of Sportswear: % Value 2017-2020 Table 27 Distribution of Sportswear by Format: % Value 2015-2020 Table 28 Forecast Sales of Sportswear by Category: Value 2020-2025 Table 29 Forecast Sales of Sportswear by Category: % Value Growth 2020-2025

Footwear in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Higher ticket footwear sales hot by economic contraction
Work, education, social restrictions slow volume demand
Casualisation fuelled by virus, younger consumption habits

RECOVERY AND OPPORTUNITIES

Nigeria well set for recovery in footwear
Urbanisation a key trend supporting growth
Retail evolution tilts sales away from informal sales

CATEGORY DATA

Table 30 Sales of Footwear by Category: Volume 2015-2020 Table 31 Sales of Footwear by Category: Value 2015-2020 Table 32 Sales of Footwear by Category: % Volume Growth 2015-2020 Table 33 Sales of Footwear by Category: % Value Growth 2015-2020 Table 34 NBO Company Shares of Footwear: % Value 2016-2020 Table 35 LBN Brand Shares of Footwear: % Value 2017-2020 Table 36 Distribution of Footwear by Format: % Value 2015-2020 Table 37 Forecast Sales of Footwear by Category: Volume 2020-2025 Table 38 Forecast Sales of Footwear by Category: Value 2020-2025 Table 39 Forecast Sales of Footwear by Category: % Volume Growth 2020-2025 Table 40 Forecast Sales of Footwear by Category: % Value Growth 2020-2025

Womenswear in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Pandemic-altered behaviour slows sales, but macroeconomic impact of virus more worrying
Casual trends strengthened by young consumers, falling incomes and workplace closures
Virus accelerates fragmentation as consumer choice proliferates

RECOVERY AND OPPORTUNITIES

Demographics and recovery make Nigeria very well positioned for strong growth
Back to work trends can reinvigorate formal demand
Social media now an inescapable sales tool in Nigeria

CATEGORY DATA

Table 41 Sales of Womenswear by Category: Volume 2015-2020 Table 42 Sales of Womenswear by Category: Value 2015-2020 Table 43 Sales of Womenswear by Category: % Volume Growth 2015-2020 Table 44 Sales of Womenswear by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Womenswear: % Value 2016-2020 Table 46 LBN Brand Shares of Womenswear: % Value 2017-2020 Table 47 NBO Company Shares of Women's Outerwear: % Value 2016-2020 Table 48 LBN Brand Shares of Women's Outerwear: % Value 2017-2020 Table 49 Forecast Sales of Womenswear by Category: Volume 2020-2025 Table 50 Forecast Sales of Womenswear by Category: Value 2020-2025 Table 51 Forecast Sales of Womenswear by Category: % Volume Growth 2020-2025 Table 52 Forecast Sales of Womenswear by Category: % Value Growth 2020-2025

Menswear in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Economic impact of virus is greatest brake on growth
Workplace upheaval in 2020 shapes demand trends
Brand loyalty hit by effects of pandemic

RECOVERY AND OPPORTUNITIES

Sales environment should see rapid return to normal
Nigeria’s perfect demographics offers opportunity
Shifting cultural trends offer opportunity, but climate still key consideration for Nigerian men

CATEGORY DATA

Table 53 Sales of Menswear by Category: Volume 2015-2020 Table 54 Sales of Menswear by Category: Value 2015-2020 Table 55 Sales of Menswear by Category: % Volume Growth 2015-2020 Table 56 Sales of Menswear by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Menswear: % Value 2016-2020 Table 58 LBN Brand Shares of Menswear: % Value 2017-2020 Table 59 NBO Company Shares of Men’s Outerwear: % Value 2016-2020 Table 60 LBN Brand Shares of Men’s Outerwear: % Value 2017-2020 Table 61 Forecast Sales of Menswear by Category: Volume 2020-2025 Table 62 Forecast Sales of Menswear by Category: Value 2020-2025 Table 63 Forecast Sales of Menswear by Category: % Volume Growth 2020-2025 Table 64 Forecast Sales of Menswear by Category: % Value Growth 2020-2025

Jeans in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Pandemic effect on economy biggest bar to growth
Economy jeans perform best, but travel ban has hidden benefits
Brand equity still priority for most consumers, although cheaper brands proliferate

RECOVERY AND OPPORTUNITIES

Recovery should see consumers trade up
Product development, differentiation can deliver competitive edge
E-commerce can help build brand equity for premium, super premium jeans

CATEGORY DATA

Table 65 Sales of Jeans by Category: Volume 2015-2020 Table 66 Sales of Jeans by Category: Value 2015-2020 Table 67 Sales of Jeans by Category: % Volume Growth 2015-2020 Table 68 Sales of Jeans by Category: % Value Growth 2015-2020 Table 69 Sales of Men’s Jeans by Category: Volume 2015-2020 Table 70 Sales of Men’s Jeans by Category: Value 2015-2020 Table 71 Sales of Men’s Jeans by Category: % Volume Growth 2015-2020 Table 72 Sales of Men’s Jeans by Category: % Value Growth 2015-2020 Table 73 Sales of Women’s Jeans by Category: Volume 2015-2020 Table 74 Sales of Women’s Jeans by Category: Value 2015-2020 Table 75 Sales of Women’s Jeans by Category: % Volume Growth 2015-2020 Table 76 Sales of Women’s Jeans by Category: % Value Growth 2015-2020 Table 77 NBO Company Shares of Jeans: % Value 2016-2020 Table 78 LBN Brand Shares of Jeans: % Value 2017-2020 Table 79 Forecast Sales of Jeans by Category: Volume 2020-2025 Table 80 Forecast Sales of Jeans by Category: Value 2020-2025 Table 81 Forecast Sales of Jeans by Category: % Volume Growth 2020-2025 Table 82 Forecast Sales of Jeans by Category: % Value Growth 2020-2025 Table 83 Forecast Sales of Men’s Jeans by Category: Volume 2020-2025 Table 84 Forecast Sales of Men’s Jeans by Category: Value 2020-2025 Table 85 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2020-2025 Table 86 Forecast Sales of Men’s Jeans by Category: % Value Growth 2020-2025 Table 87 Forecast Sales of Women’s Jeans by Category: Volume 2020-2025 Table 88 Forecast Sales of Women’s Jeans by Category: Value 2020-2025 Table 89 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2020-2025 Table 90 Forecast Sales of Women’s Jeans by Category: % Value Growth 2020-2025

Hosiery in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Recession hits demand for non-essential hosiery
Restrictions on workplace and lockdown reduce need for purchase
Exercise trends strengthening again for specialist hosiery

RECOVERY AND OPPORTUNITIES

Economic recovery and evolving consumer habits open door for functional innovation
Return to the workplace will drive volume demand, but value development will be a challenge
Climate will always be a challenge to hosiery in Nigeria

CATEGORY DATA

Table 91 Sales of Hosiery by Category: Volume 2015-2020 Table 92 Sales of Hosiery by Category: Value 2015-2020 Table 93 Sales of Hosiery by Category: % Volume Growth 2015-2020 Table 94 Sales of Hosiery by Category: % Value Growth 2015-2020 Table 95 Forecast Sales of Hosiery by Category: Volume 2020-2025 Table 96 Forecast Sales of Hosiery by Category: Value 2020-2025 Table 97 Forecast Sales of Hosiery by Category: % Volume Growth 2020-2025 Table 98 Forecast Sales of Hosiery by Category: % Value Growth 2020-2025

Apparel Accessories in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Recession sees consumers delay replacing apparel accessories
Workplace shut down hits demand for work aligned products like belts, ties, cuffs
Mask sales drives other apparel accessories

RECOVERY AND OPPORTUNITIES

Economic recovery and new middle classes to drive demand across all price positions
Premiumisation can satisfy increasingly aspirational consumer base
Female professionals offer opportunity

CATEGORY DATA

Table 99 Sales of Apparel Accessories by Category: Volume 2015-2020 Table 100 Sales of Apparel Accessories by Category: Value 2015-2020 Table 101 Sales of Apparel Accessories by Category: % Volume Growth 2015-2020 Table 102 Sales of Apparel Accessories by Category: % Value Growth 2015-2020 Table 103 Forecast Sales of Apparel Accessories by Category: Volume 2020-2025 Table 104 Forecast Sales of Apparel Accessories by Category: Value 2020-2025 Table 105 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2020-2025 Table 106 Forecast Sales of Apparel Accessories by Category: % Value Growth 2020-2025
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  • Track key industry trends, opportunities and threats
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This report originates from Passport, our Apparel and Footwear research and analysis database.

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