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Learn moreFeb 2020
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Discounters remained an emerging channel in 2019, with only two players present on the landscape; Dia and U Save. Despite this, awareness of the channel is growing due to its favourable low prices and wide variety of products.
The low prices of discounters has attracted consumers who are price-sensitive, to shop at discounters for their daily needs. However, the concept of discounting remains undeveloped in modern retailing in Nigeria as many consumers who use modern retailers like to shop in more convenient and larger sized supermarkets and hypermarkets, while the majority of Nigerians prefer to shop at traditional open markets, where prices are competitive, and bargains can be found.
The slow growth of discounters has been affected by the slow economic activities in Nigeria. However, across the forecast period, there will be a boost in trade, and consumers purchasing power is expected to increase.
First Master Retailers with Dia continued to lead discounters in 2019, due to the wider spread number of outlets it has, mostly in neighbourhoods with a high population of consumers. The operator of Dia focuses on opening outlets close to residential neighbourhoods, aiming to attract busy consumers in these areas who are looking for convenience and do not want to travel long distances for their shopping.
In 2019, the second and only other discounter in the landscape, U-Save, continued to have only one outlet in Nigeria. U-Save was launched across the review period by Retail Supermarkets Nigeria, the owner of the successful hypermarket chain Shoprite.
In 2019, discounters was still an emerging area in the landscape and is therefore expected to see more entries in future, driven by the price sensitivity of consumers who are looking for low priced goods, partnered with the convenience it provides.
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Discover the latest market trends and uncover sources of future market growth for the Discounters industry in Nigeria with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Retailing market research database.
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.