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Country Report

Childrenswear in

Childrenswear in Nigeria

Mar 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Growing child population and urbanisation driving growth

The strong growth of the population of children is helping to boost sales of childrenswear in Nigeria. The population aged 0 to 14 years is also expected to increase well over the forecast period.

Sales supported by growth of modern retailers

Growth of modern retailers, such as Pep, Mr Price, Redtag and Max, which have a wide range of children’s clothing, has given a boost to the growing demand for brand new childrenswear in Nigeria, although the performance of these retailers has been limited by the slow economy since 2016. Their offering of affordable but good-quality clothing in a comfortable environment is expected to appeal over the forecast period as the economy returns to good growth.

Girls’ apparel dominates, whilst baby and toddler wear records the highest growth

Girls’ apparel continues to account for the majority of sales in childrenswear in Nigeria, reflecting parents’, mostly mothers’ (who mainly make children’s’ purchasing choices), desire to dress their girls in cute outfits, especially for outings and special occasions. Over the forecast period, this trend is expected to continue, although boys’ apparel should grow at a similar rate to girls’ apparel as parents begin to also choose new items for their boys instead of second-hand clothing.

COMPETITIVE LANDSCAPE

Bonnie Jean leads with its good-quality yet affordable items

In a very fragmented category, Bonnie Jean is the leading childrenswear brand in Nigeria. This foreign retail brand, which does not have a direct presence in Nigeria, has seen a surge in popularity over the review period as independent small apparel retailers travel abroad to purchase products at affordable prices and have therefore increased its visibility in stores in Nigeria.

Ruff ‘n’ Tumble negatively impacted by poor economy, but future share gain expected

The traditional leader in the category, local brand Ruff ‘n’ Tumble, has dropped to third place as it has been hit by the negative impact of a poor economy since 2016. The brand has a longstanding presence in the country and has built up a large number of outlets across the country.

Apparel chain retail brands set to regain lost share over the forecast period

Whilst apparel chain retail brands Mr Price and Pep have also lost share over 2018-2019 due to the poor buying power of lower-income consumers, they remain well placed to perform well over the forecast period. With their affordable but good-quality brands they are likely to attract consumers formerly reliant largely on second-hand and undeclared imports.

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Childrenswear Market Sample Report Childrenswear Market Sample Data

Overview

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.

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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.

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Childrenswear in Nigeria - Category analysis

HEADLINES

PROSPECTS

Growing child population and urbanisation driving growth

Sales supported by growth of modern retailers

Girls’ apparel dominates, whilst baby and toddler wear records the highest growth

COMPETITIVE LANDSCAPE

Bonnie Jean leads with its good-quality yet affordable items

Ruff ‘n’ Tumble negatively impacted by poor economy, but future share gain expected

Apparel chain retail brands set to regain lost share over the forecast period

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2014-2019
Table 2 Sales of Childrenswear by Category: Value 2014-2019
Table 3 Sales of Childrenswear by Category: % Volume Growth 2014-2019
Table 4 Sales of Childrenswear by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Childrenswear: % Value 2015-2019
Table 6 LBN Brand Shares of Childrenswear: % Value 2016-2019
Table 7 Forecast Sales of Childrenswear by Category: Volume 2019-2024
Table 8 Forecast Sales of Childrenswear by Category: Value 2019-2024
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2019-2024
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2019-2024

Apparel and Footwear in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear remains an emerging category with strong scope to grow

Urbanisation and growth of professional employment drive sales

A fragmented competitive landscape led by well-known sportswear brands

E-commerce records dynamic growth and further growth expected

Strong growth potential of apparel and footwear over the forecast period

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 12 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 17 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

Megatrends

Country Report

Childrenswear in Nigeria

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Growing child population and urbanisation driving growth

Sales supported by growth of modern retailers

Girls’ apparel dominates, whilst baby and toddler wear records the highest growth

COMPETITIVE LANDSCAPE

Bonnie Jean leads with its good-quality yet affordable items

Ruff ‘n’ Tumble negatively impacted by poor economy, but future share gain expected

Apparel chain retail brands set to regain lost share over the forecast period

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Childrenswear in Nigeria - Category analysis

HEADLINES

PROSPECTS

Growing child population and urbanisation driving growth

Sales supported by growth of modern retailers

Girls’ apparel dominates, whilst baby and toddler wear records the highest growth

COMPETITIVE LANDSCAPE

Bonnie Jean leads with its good-quality yet affordable items

Ruff ‘n’ Tumble negatively impacted by poor economy, but future share gain expected

Apparel chain retail brands set to regain lost share over the forecast period

CATEGORY DATA

Apparel and Footwear in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear remains an emerging category with strong scope to grow

Urbanisation and growth of professional employment drive sales

A fragmented competitive landscape led by well-known sportswear brands

E-commerce records dynamic growth and further growth expected

Strong growth potential of apparel and footwear over the forecast period

MARKET DATA

APPENDIX

CORONAVIRUS (COVID-19)

DEFINITIONS

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