Baby and Child-Specific Products in Nigeria

PROSPECTS

Rising baby population boosts growth

The growing baby population in Nigeria fuelled demand for baby and child specific products over the review period, except in 2016, when the economic recession led to poor growth as incomes stagnated. Over the forecast period, sales are expected to return to growth as the economy improves and the baby population increases.

Competitive marketing activities boost demand

Marketing activities for baby and child-specific products will help drive sales over the forecast period. As the area becomes more competitive, producers will look to drive sales by investing in marketing, thus boosting awareness of the benefits of baby and child-specific products.

Nappy rash treatments to perform strongly

With the growth of the baby population and urbanisation supporting the use of nappies/diapers/pants, nappy (diaper) rash treatments is expected to be the best performing area over the forecast period. Rapidly increasing usage of nappies/diapers/pants will lead to growing demand for rash treatments, with parents with higher incomes also spending more on such products.

COMPETITIVE LANDSCAPE

Johnson & Johnson leads sales

Johnson & Johnson led baby and child-specific products in 2017. The company’s Johnson’s Baby brand range has built up strong recognition through its long-standing presence in Nigeria.

Unilever ranks second

Unilever was the second leading player in baby and child-specific products in 2017 due to wide distribution and a long lasting presence in Nigeria. In order to continue to boost its brand, Unilever repackaged its Pears baby range in 2017 to give it a new look.

Multinationals dominate but growing competition from Asian brands

Multinationals Johnson & Johnson, Unilever and PZ Cussons dominate baby and child-specific products in Nigeria. The leading position of these domestic multinational players can be attributed to continuous marketing activities, national coverage and promotions.

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