Baby and Child-Specific Products in Nigeria

PROSPECTS

Growing baby population drives growth

The Nigerian baby and child population has been on the increase for many years and there were over sixty million children aged up to nine years old in the country in 2018. This growing baby population continued to stimulate volume sales of baby and child specific products throughout the review period.

Growing urbanisation drives shift away from traditional products

As the economy of Nigeria is set to continue recovering over the forecast period, baby and child-specific products is expected to see a return to strong growth. The penetration of baby and child-specific products in Nigeria is quite low and the category is still quite far from reaching its full sales potential.

Growth in sub-premium brands expected

Baby and child-specific products in Nigeria has traditionally been dominated by mass products. However, the companies producing these products have increasingly seen the need to present their products as premium or sub-premium in the face of competition from premium imported products.

COMPETITIVE LANDSCAPE

Johnson & Johnson Inc leads this category

In 2018, Johnson & Johnson led baby and child-specific products due to its strong brand name, longstanding presence and wide distribution network. The company offers a wide variety of baby and child-specific products, although it is best known for its Johnson’s Baby Oil skin care brand.

Unilever Nigeria Plc ranks third

Unilever Nigeria was in third position in baby and child-specific products in 2018 due to its wide distribution and longstanding presence in Nigeria. In particular, its Pears and Vaseline brands are quite popular and benefit from wide distribution and strong brand recognition.

Multinationals dominate baby and child specific products

Baby and child specific products remained dominated by multinational companies and international brands in 2018. Johnson & Johnson, PZ Cussons and Unilever occupy the top three positions respectively in the category.

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