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Consumer Electronics in Nigeria
August 2022
Consumer electronics in 2022: The big picture
The negative impacts of high inflation and disruptions to supply will continue to impede the retail volume sales of consumer electronics in 2022. The latter was particularly significant in the importation and production of newer consumer electronics, with supply being unable to meet global demand in the aftermath of the COVID-19 pandemic.
2022 key trends
The Nigerian economy is highly import-driven and virtually all the consumer electronics sold in Nigeria are imported. This will continue to pose a challenge to the economy in 2022 as the cost of importing these items continues to increase under the scarcity of favourable foreign exchange rates and the depreciation of the local currency.
Competitive landscape
Transsion Holdings continues to dominate consumer electronics in Nigeria, particularly benefitting from its dominant position in mobile phones via its three brands that are positioned to meet the needs of varying income groups. This means it has options that appeal to both low-income and high-income Nigerians.
Retailing developments
Appliances and electronics specialists will continue its share recovery in 2022 as business activities increasingly normalise in the aftermath of the COVID-19 pandemic. Consumers vastly prefer to purchase consumer electronics in physical stores as they value being able to touch and test the products before committing to a purchase.
What next for consumer electronics?
Consumer electronics in Nigeria is expected to perform very well over the forecast period, recovering from the declines seen over the pandemic years in 2024. The main reason for the expected strong growth is the anticipated rise in consumers’ disposable income as the economy improves post-COVID-19, allowing them to create a larger budget for consumer electronics purchases.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Computers and Peripherals
In-Car Entertainment
Home Audio and Cinema
Home Video
Imaging Devices
Mobile Phones
Portable Players
Wearable Electronics
If you're in the Consumer Electronics industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Nigeria report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Consumer Electronics in Nigeria?
Which are the leading brands in Nigeria?
How are products distributed in Nigeria?
How is the rise of e-commerce changing the retail landscape?
How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
How are considerations such as urban development and the rise in single-person households driving sales growth?
Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
Where is future growth expected to be most dynamic?
Consumer Electronics in Nigeria
EXECUTIVE SUMMARY
Consumer electronics in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2017-2022Table 2 Sales of Consumer Electronics by Category: Value 2017-2022Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2017-2022Table 4 Sales of Consumer Electronics by Category: % Value Growth 2017-2022Table 5 NBO Company Shares of Consumer Electronics: % Volume 2018-2022Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2019-2022Table 7 Distribution of Consumer Electronics by Channel: % Volume 2017-2022Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2022-2027Table 9 Forecast Sales of Consumer Electronics by Category: Value 2022-2027Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2022-2027Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
Computers and Peripherals in Nigeria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Supply disruptions and high inflation hamper category growth
Laptop and tablet donations for student use aid retail growth; business sales of desktops shows better performance than in retail
Hewlett-Packard dominates thanks to its major presence in laptops
PROSPECTS AND OPPORTUNITIES
Laptops to see double-digit retail growth rates, driving overall category performance
Business sales set to increasingly shift from desktops to laptops
Greater competition expected as more affordable options are launched
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2017-2022Table 13 Sales of Computers and Peripherals by Category: Value 2017-2022Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2017-2022Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2017-2022Table 16 Sales of Computers by Category: Business Volume 2017-2022Table 17 Sales of Computers by Category: Business Value MSP 2017-2022Table 18 Sales of Computers by Category: Business Volume Growth 2017-2022Table 19 Sales of Computers by Category: Business Value MSP Growth 2017-2022Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2018-2022Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2019-2022Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2017-2022Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2022-2027Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2022-2027Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2022-2027Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2022-2027Table 27 Forecast Sales of Computers by Category: Business Volume 2022-2027Table 28 Forecast Sales of Computers by Category: Business Value MSP 2022-2027Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2022-2027Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2022-2027
In-Car Entertainment in Nigeria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rise of second-hand car market aids sales of in-dash media players
Demand for in-car navigation remains low as consumers turn to smartphones
In-car speakers continues its decline due to the improving quality of built-in speakers
PROSPECTS AND OPPORTUNITIES
High second-hand cars sales to lead to positive dynamic for in-dash media players
Growing ubiquity of smartphones will continue to undermine demand for built-in entertainment systems
E-commerce will continue to grow in importance thanks to rising number of affordable offerings online
CATEGORY DATA
Table 31 Sales of In-Car Entertainment by Category: Volume 2017-2022Table 32 Sales of In-Car Entertainment by Category: Value 2017-2022Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2017-2022Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2017-2022Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2018-2022Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2019-2022Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2017-2022Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2022-2027Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2022-2027Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2022-2027Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2022-2027
Home Audio and Cinema in Nigeria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Small growth in home cinema and speaker systems as affluent consumers invest in home theatre spaces to watch films
In a difficult economic environment, lower-priced brands gain ground
Distribution landscapes normalises with appliance and electronics specialists remaining the vastly dominant channel
PROSPECTS AND OPPORTUNITIES
Return to growth will be driven by young tech savvy adults purchasing home cinema and speaker systems
Growing popularity of smartphones will continue to weigh heavily on demand growth for home audio and cinema
Existing brands to come under mounting pressure from cheaper Chinese brands
CATEGORY DATA
Table 42 Sales of Home Audio and Cinema by Category: Volume 2017-2022Table 43 Sales of Home Audio and Cinema by Category: Value 2017-2022Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2017-2022Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2017-2022Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2018-2022Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2019-2022Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2018-2022Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2022-2027Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2022-2027Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2022-2027Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2022-2027
Home Video in Nigeria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Decline is driven by video players as on-demand streaming services diminishing demand
LCD TVs and OLED TVs both record growth, though LCD TVs remains the most dynamic and largest category
Existing players come under increased pressure from cheaper Chinese brands
PROSPECTS AND OPPORTUNITIES
LCD TVs will remain the most popular amongst consumers and the main driver of growth in home video
Dynamic growth expected for OLED TVs as promotional activities makes this category more accessible to a wider customer base
Entry of more affordable brands and models will help stimulate volume growth
CATEGORY DATA
Table 53 Sales of Home Video by Category: Volume 2017-2022Table 54 Sales of Home Video by Category: Value 2017-2022Table 55 Sales of Home Video by Category: % Volume Growth 2017-2022Table 56 Sales of Home Video by Category: % Value Growth 2017-2022Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2017-2022Table 58 NBO Company Shares of Home Video: % Volume 2018-2022Table 59 LBN Brand Shares of Home Video: % Volume 2019-2022Table 60 Distribution of Home Video by Channel: % Volume 2017-2022Table 61 Forecast Sales of Home Video by Category: Volume 2022-2027Table 62 Forecast Sales of Home Video by Category: Value 2022-2027Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2022-2027Table 64 Forecast Sales of Home Video by Category: % Value Growth 2022-2027Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2022-2027
Headphones in Nigeria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fashionable and convenient, TWS earbuds grow in popularity at the expense of wireless earphones
Music enthusiasts and gamers support sales of premium wireless headbands
Oraimo Technology is the strongest individual player in a highly fragmented category
PROSPECTS AND OPPORTUNITIES
Strong volume sales to be driven by TWS earbuds
Expected improvement in economy to increase demand for premium headphones
Faster, more reliable internet will facilitate e-commerce growth
CATEGORY DATA
Table 66 Sales of Headphones by Category: Volume 2017-2022Table 67 Sales of Headphones by Category: Value 2017-2022Table 68 Sales of Headphones by Category: % Volume Growth 2017-2022Table 69 Sales of Headphones by Category: % Value Growth 2017-2022Table 70 NBO Company Shares of Headphones: % Volume 2018-2022Table 71 LBN Brand Shares of Headphones: % Volume 2019-2022Table 72 Distribution of Headphones by Channel: % Volume 2017-2022Table 73 Forecast Sales of Headphones by Category: Volume 2022-2027Table 74 Forecast Sales of Headphones by Category: Value 2022-2027Table 75 Forecast Sales of Headphones by Category: % Volume Growth 2022-2027Table 76 Forecast Sales of Headphones by Category: % Value Growth 2022-2027
Imaging Devices in Nigeria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Smartphones render imaging devices obsolete for a growing number of consumers
A strong reputation for quality and wide distribution underpin Canon’s dominance
Appliances and electronics specialists monopolise category sales thanks to importance of in-person experience
PROSPECTS AND OPPORTUNITIES
For younger consumers imaging devices will edge towards obsolescence
Professional photographers will remain the main drivers of growth
Canon to continue dominating as players shift production to smaller affordable cameras to mitigate the category decline
CATEGORY DATA
Table 77 Sales of Imaging Devices by Category: Volume 2017-2022Table 78 Sales of Imaging Devices by Category: Value 2017-2022Table 79 Sales of Imaging Devices by Category: % Volume Growth 2017-2022Table 80 Sales of Imaging Devices by Category: % Value Growth 2017-2022Table 81 NBO Company Shares of Imaging Devices: % Volume 2018-2022Table 82 LBN Brand Shares of Imaging Devices: % Volume 2019-2022Table 83 Distribution of Imaging Devices by Channel: % Volume 2017-2022Table 84 Forecast Sales of Imaging Devices by Category: Volume 2022-2027Table 85 Forecast Sales of Imaging Devices by Category: Value 2022-2027Table 86 Forecast Sales of Imaging Devices by Category: % Volume Growth 2022-2027Table 87 Forecast Sales of Imaging Devices by Category: % Value Growth 2022-2027
Mobile Phones in Nigeria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising prices and supply disruption leads to mild decline even with the continued dynamism of smartphones
Affordable pricing underpins the dominance of Transsion Holdings
Frequent launches of affordable smartphones encourages consumers to upgrade their devices
PROSPECTS AND OPPORTUNITIES
Faster and cheaper internet access will support growth in demand for smartphones
Diverging sales trends for smartphones and feature phones lead to overall low retail volume growth for mobile phones
Rising purchasing power and greater variety of new phone models will encourage more frequent upgrades
CATEGORY DATA
Table 88 Sales of Mobile Phones by Category: Volume 2017-2022Table 89 Sales of Mobile Phones by Category: Value 2017-2022Table 90 Sales of Mobile Phones by Category: % Volume Growth 2017-2022Table 91 Sales of Mobile Phones by Category: % Value Growth 2017-2022Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2019-2022Table 93 NBO Company Shares of Mobile Phones: % Volume 2018-2022Table 94 LBN Brand Shares of Mobile Phones: % Volume 2019-2022Table 95 Distribution of Mobile Phones by Channel: % Volume 2017-2022Table 96 Forecast Sales of Mobile Phones by Category: Volume 2022-2027Table 97 Forecast Sales of Mobile Phones by Category: Value 2022-2027Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2022-2027Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2022-2027Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2022-2027
Portable Players in Nigeria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Popularity of wireless speakers rises due to wide variety of usage occasions
Smartphones drive long-term decline in demand for portable media players
Affordability remains key to success in wireless speakers competitive landscape
PROSPECTS AND OPPORTUNITIES
Wireless speakers to enjoy strong growth thanks to wide usage in everyday life and continued innovations
Portable media players will continue declining trend, saved only by demand from older rural consumers
Other portable media players to suffer as digital and electrical infrastructure is improved in rural areas
CATEGORY DATA
Table 101 Sales of Portable Players by Category: Volume 2017-2022Table 102 Sales of Portable Players by Category: Value 2017-2022Table 103 Sales of Portable Players by Category: % Volume Growth 2017-2022Table 104 Sales of Portable Players by Category: % Value Growth 2017-2022Table 105 NBO Company Shares of Portable Players: % Volume 2018-2022Table 106 LBN Brand Shares of Portable Players: % Volume 2019-2022Table 107 Distribution of Portable Players by Channel: % Volume 2017-2022Table 108 Forecast Sales of Portable Players by Category: Volume 2022-2027Table 109 Forecast Sales of Portable Players by Category: Value 2022-2027Table 110 Forecast Sales of Portable Players by Category: % Volume Growth 2022-2027Table 111 Forecast Sales of Portable Players by Category: % Value Growth 2022-2027
Wearable Electronics in Nigeria
KEY DATA FINDINGS
2022 DEVELOPMENTS
Health monitoring functions continue to boost sales of smart wearables
Wide range of affordable products and reputation for quality supports Xiaomi’s leadership
E-commerce dominates distribution thanks to wide product offering and specific customer base of wearable electronics
PROSPECTS AND OPPORTUNITIES
Despite health awareness leading to accelerating growth for smart wearables, the category will remain relatively niche in the forecast period
E-commerce to remain dominant distribution channel despite more consumer interest in testing before purchasing
Category to see major investments in innovation and product development
CATEGORY DATA
Table 112 Sales of Wearable Electronics by Category: Volume 2017-2022Table 113 Sales of Wearable Electronics by Category: Value 2017-2022Table 114 Sales of Wearable Electronics by Category: % Volume Growth 2017-2022Table 115 Sales of Wearable Electronics by Category: % Value Growth 2017-2022Table 116 NBO Company Shares of Wearable Electronics: % Volume 2018-2022Table 117 LBN Brand Shares of Wearable Electronics: % Volume 2019-2022Table 118 Distribution of Wearable Electronics by Channel: % Volume 2017-2022Table 119 Forecast Sales of Wearable Electronics by Category: Volume 2022-2027Table 120 Forecast Sales of Wearable Electronics by Category: Value 2022-2027Table 121 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2022-2027Table 122 Forecast Sales of Wearable Electronics by Category: % Value Growth 2022-2027
The following categories and subcategories are included:
Consumer Electronics
Desktops
Laptops
Tablets
Monitors
Printers
In-Car Navigation
In-Car Speakers
In-Dash Media Players
Audio Separates
Digital Media Player Docks
Hi-Fi Systems
Home Cinema and Speaker Systems
Speakers
Other Home Audio and Cinema
Analogue TVs
LCD TVs
OLED TVs
Plasma TVs
Other TVs
TV Combis
BD Players
DVD Players
Video Recorders
Mass Wireless Headbands
Premium Wireless Headbands
Mass Wireless Earphones
Premium Wireless Earphones
Mass TWS Earbuds
Premium TWS Earbuds
Digital Cameras
Digital Camcorders
Feature Phones
Smartphones
E-Readers
Portable Multimedia Players
Other Portable Media Players
Wireless Speakers
Activity Bands
Activity Watch (Analogue)
Activity Watch (Digital)
Smart Wearables
Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.