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Childrenswear in
Nigeria

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Economic growth to boost sales of childrenswear over the forecast period

Brand new childrenswear through formal retail channels is not considered essential for children in Nigeria, due to parents considering that cheaper clothes, often second-hand or smuggled, are preferable for children as they outgrow clothes quickly. However, in periods of rising disposable incomes, parents increase their spending on new clothes for children, especially for festive periods and outings.

Growing child population and urbanisation expected to drive growth

A strongly growing population of children is expected to boost demand for childrenswear, particularly as urbanisation increases. The population aged 0-14 is expected to grow by 11% over the forecast period, whilst the number of urban households is expected to increase by 22%.

Baby and toddler wear to grow fastest

Whilst girls’ apparel and boys’ apparel are more prone to second-hand purchases and hand-me-downs, except for outings and special occasions, parents prefer to purchase new clothing for babies and toddlers if they can afford to. Babies and toddlers also tend to wear unbranded tailor-made clothing less often than older children.

COMPETITIVE LANDSCAPE
adidas Group leads, supported by brand recognition and increased footprint

In a fragmented category, adidas Group is the leading player within childrenswear in Nigeria. The popularity of the adidas brand in apparel in general feeds down into childrenswear, with its strong global brand recognition influencing its popularity.

Gatimo Nigeria Ltd loses first place

Due to a poor economy and falling incomes, demand has fallen for the sub-premium children’s clothing sold by Gatimo Nigeria Ltd, through its retail brand, Ruff ‘n’ Tumble. The company therefore lost the lead within childrenswear that it had held up until 2018.

Economy brands expected to perform well

As parents generally prefer cheap clothing for their children, except for special occasions and outings, economy brands such as Mr Price and Pep performed well over the review period, through their offering of a wide range of affordable but good quality childrenswear. These retail brands are expected to continue to increase their presence to tap into growing demand among urban consumers and the increasing preference for apparel shopping through modern chains.

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Childrenswear in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Childrenswear 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 Childrenswear industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes 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:

  • What is the market size of Childrenswear in Nigeria?
  • What are the major brands in Nigeria?
  • How dynamic is the growth of clothing and footwear internet sales?
  • What is the performance of women’s clothing vs men’s clothing?
  • What % of clothing and footwear sales goes through grocery retailers?

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 Apparel and Footwear market research database.

Childrenswear in Nigeria - Category analysis

HEADLINES

PROSPECTS

Economic growth to boost sales of childrenswear over the forecast period
Growing child population and urbanisation expected to drive growth
Baby and toddler wear to grow fastest

COMPETITIVE LANDSCAPE

adidas Group leads, supported by brand recognition and increased footprint
Gatimo Nigeria Ltd loses first place
Economy brands expected to perform well

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2013-2018
Table 2 Sales of Childrenswear by Category: Value 2013-2018
Table 3 Sales of Childrenswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Childrenswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Childrenswear: % Value 2014-2018
Table 6 LBN Brand Shares of Childrenswear: % Value 2015-2018
Table 7 Forecast Sales of Childrenswear by Category: Volume 2018-2023
Table 8 Forecast Sales of Childrenswear by Category: Value 2018-2023
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2018-2023

Apparel and Footwear in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear has good potential in Nigeria due to growing urban population
Apparel and footwear records moderate growth in 2018, as economy remains sluggish
A fragmented competitive landscape
Internet retailing for apparel and footwear performs well
A return to strong growth expected over the forecast period

MARKET DATA

DEFINITIONS

SOURCES

Table 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources