Cotton Wool/Buds/Pads in Nigeria

TRENDS

Cotton wool/buds/pads products in Nigeria benefited from increased usage for a variety of personal uses by consumers who enjoyed higher disposable incomes and who were becoming more health conscious. Its use extended beyond first aid to be used for cosmetic care as ear cleaners, nail cleaners and face cleaners, as well as for baby care. The category also benefited from the increase in the baby population, as much of its use was for baby care. Nevertheless, the category continued to record one of the lowest value growth rates in retail tissue and hygiene, due to the continued use of substitutes for the health and cosmetic cleaning needs among much of the population.

COMPETITIVE LANDSCAPE

Surprisingly, a relatively unknown company in Nigeria, Morning Star, led the cotton wool/buds/pads category in 2014, with a 32% value share. Whilst Johnson’s Baby from Johnson & Johnson was the best known brand name, it suffered from higher pricing and less stable visibility and distribution, whilst Morning Star ensured wide visibility and competitive pricing for its Baby Cherie brand. Its brands were available in basically all retail channels for the category, ranging from supermarkets/hypermarkets, to open markets, independent small grocers, and chemists/pharmacies.

PROSPECTS

Cotton wool/buds/pads is expected to record a value CAGR of 2% at constant 2014 prices over the forecast period. Growth will likely be driven by the continued switch among Nigerian consumers from cleaning substitutes, such as tissue paper, to the task-specific products of cotton wool/buds/pads as increased availability of products in stores, growing urbanisation and its attendant sophistication, and more emphasis on baby care lead to increased demand.

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