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Country Report

Childrenswear in

Childrenswear in Nigeria

13 pages, Feb 2018

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

Strong child population growth expected to drive childrenswear performance

Strong child population growth alongside growing urbanisation helps to boost sales of childrenswear in Nigeria. The population aged 0 to 14 years increased by 13% over the review period (representing almost 10 million people) and is expected to increase by 11% over the forecast period (representing 9 million people).

Sales limited by competition with second-hand and non-duty paid products

The potential of retail sales of new duty-paid childrenswear has been limited by the fact that the vast majority of childrenswear sales are of second-hand products and undeclared imports. Most small independent specialist retailers tend to directly import children’s clothing in small quantities through relatives or friends abroad, and frequently avoid paying import duties (since imports are through personal luggage in many cases).

Baby and toddler wear records the fastest growth

Although baby and toddler wear is the smallest category in childrenswear, it recorded the strongest current value growth in 2017. Parents prefer to purchase brand new items for babies and toddlers if they are able to afford them, so there is a lower rate of second-hand sales compared with older children’s clothing.

COMPETITIVE LANDSCAPE

Ruff ‘n’ Tumble is the leading brand in a fragmented category

The local player, Gatimo Nigeria Ltd, led childrenswear in Nigeria in 2017 with its Ruff ‘n’ Tumble brand. This retail brand has a longstanding presence in the country, being present prior to the lifting of the import ban on apparel in 2012, and has built up a large number of outlets across the country, reaching 15 in 2017.

Big chained retailers Mr Price and Pep enjoy share growth

Apparel chain retailers Mr Price Apparel and Pepkor Holdings Ltd, which retail their own brands, Mr Price and Pep, have been growing their share in childrenswear in Nigeria since entering in 2012 after Nigeria’s import ban on apparel was lifted. With their affordable but good-quality brands, they are attracting consumers formerly reliant largely on second-hand and undeclared imports.

Competitive landscape is fragmented

Nigeria’s childrenswear is very fragmented due to the presence of a large number of international brands, many of which are retailed by independent apparel specialists and mother and baby specialist retailers. With the growing presence of leading international brand retailers, such as Pep, Mr Price, Max, and RedTag, the fragmentation is being reduced.

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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

Strong child population growth expected to drive childrenswear performance

Sales limited by competition with second-hand and non-duty paid products

Baby and toddler wear records the fastest growth

COMPETITIVE LANDSCAPE

Ruff ‘n’ Tumble is the leading brand in a fragmented category

Big chained retailers Mr Price and Pep enjoy share growth

Competitive landscape is fragmented

CATEGORY DATA

Table 1 Sales of Childrenswear by Category: Volume 2012-2017
Table 2 Sales of Childrenswear by Category: Value 2012-2017
Table 3 Sales of Childrenswear by Category: % Volume Growth 2012-2017
Table 4 Sales of Childrenswear by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Childrenswear: % Value 2013-2017
Table 6 LBN Brand Shares of Childrenswear: % Value 2014-2017
Table 7 Forecast Sales of Childrenswear by Category: Volume 2017-2022
Table 8 Forecast Sales of Childrenswear by Category: Value 2017-2022
Table 9 Forecast Sales of Childrenswear by Category: % Volume Growth 2017-2022
Table 10 Forecast Sales of Childrenswear by Category: % Value Growth 2017-2022

Apparel and Footwear in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear sales in Nigeria limited by second-hand sales

Poor Nigerian economy limits growth in 2017

Fragmented competitive landscape

Internet retailing of apparel is growing well

Strong forecast growth expected

MARKET DATA

Table 11 Sales of Apparel and Footwear by Category: Volume 2012-2017
Table 12 Sales of Apparel and Footwear by Category: Value 2012-2017
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2012-2017
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2012-2017
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2013-2017
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2014-2017
Table 17 Distribution of Apparel and Footwear by Format: % Value 2012-2017
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2017
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2017-2022
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2017-2022
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2017-2022
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2017-2022

Megatrends

Country Report

Childrenswear in Nigeria

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Executive Summary

New Report Guarantee

PROSPECTS

Strong child population growth expected to drive childrenswear performance

Sales limited by competition with second-hand and non-duty paid products

Baby and toddler wear records the fastest growth

COMPETITIVE LANDSCAPE

Ruff ‘n’ Tumble is the leading brand in a fragmented category

Big chained retailers Mr Price and Pep enjoy share growth

Competitive landscape is fragmented

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Childrenswear in Nigeria - Category analysis

HEADLINES

PROSPECTS

Strong child population growth expected to drive childrenswear performance

Sales limited by competition with second-hand and non-duty paid products

Baby and toddler wear records the fastest growth

COMPETITIVE LANDSCAPE

Ruff ‘n’ Tumble is the leading brand in a fragmented category

Big chained retailers Mr Price and Pep enjoy share growth

Competitive landscape is fragmented

CATEGORY DATA

Apparel and Footwear in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear sales in Nigeria limited by second-hand sales

Poor Nigerian economy limits growth in 2017

Fragmented competitive landscape

Internet retailing of apparel is growing well

Strong forecast growth expected

MARKET DATA

DEFINITIONS

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