Childrenswear in Nigeria posted a partial recovery in 2021 as the country started to experience the normalisation of economic and social activities. Nonetheless, the economic conditions remained challenging, particularly due to high inflation resulting from the weakened local currency.
Baby and toddler wear saw the most dynamic growth in retail volume terms in 2021 as parents typically prefer to purchase brand new clothes for their babies, whilst often relying on hand me downs for older children. The use of social media platforms such as Instagram and Snapchat by small retailers to market baby and toddler wear also had a positive impact on the category in 2021.
Continuing the trend seen in 2020, 2021 saw growing competition and fragmentation in childrenswear as major retailers and imported brands struggled due to the ongoing impact of COVID-19 on the supply chain. The depreciation of the local currency also strongly affected the price of imports.
With an expected recovery of the economy and rising incomes, childrenswear, which still has low penetration in Nigeria due to the high poverty rate, is projected to see healthy growth over the forecast period. Demand will likely also be boosted by ongoing strong growth in the population aged 0 to 14 years.
Whilst second-hand and unregulated imports will limit demand, the growing availability of cheap products from Asia is expected to help attract consumers towards new childrenswear. It is also expected that chains of economy brand retailers will see better performances over the forecast period, having suffered from the economic downturn in 2020 and 2021.
Local brands have benefited somewhat from the impact of COVID-19 on imports and they are expected to secure an even stronger presence in the market over the forecast period. These brands are becoming increasingly available through all price platforms and often enjoy the benefit of more competitive pricing compared to imported childrenswear, while they are also often better suited to local tastes.
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Understand the latest market trends and future growth opportunities for the Childrenswear industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Childrenswear
This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.
See All of Our DefinitionsThis report originates from Passport, our Childrenswear research and analysis database.
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