Executive Summary

Feb 2019
PROSPECTS
Dishwashers remains a niche and luxury consumer appliance

Dishwashers remained a category within consumer appliances restricted to a small number of affluent Nigerians. The category is seen as very expensive, as the appliances are mostly affordable only to high-income consumers.

New entrants expected to drive growth

Dishwashers was dominated by only two major players in 2018, which are expected to enjoy steady growth over the forecast period, as they continue to create awareness of the category’s benefits by being innovative. These new appliances are aimed at mid-income consumers who have some disposable incomes for aspirational goods.

Price competition and economic stability to stimulate growth

The low demand observed in dishwashers and gradual economic growth has led to declines in the average unit price, with falling prices expected to continue into the forecast period as retailers aim to increase volume sales. Consumers prove to be increasingly price sensitive and the affordability of dishwashers is expected to increase demand in the future.

COMPETITIVE LANDSCAPE
Fouani Nigeria dominates dishwashers, but consumers remain price sensitive

The low demand for dishwashers and gradual economic growth has led to a decline in prices and is expected to continue over the forecast period if the economy remains stable and competition intensifies amongst established and new players. Local consumers remain sensitive to price and affordability of the category is expected to lead to increased demand in the future, if retailers and major players are able to convince consumers to purchase these appliances despite their high than average unit prices.

Low demand is not encouraging for the category

As dishwashers remains prevalent in mostly affluent households, low demand for the category continues to be observed. Extremely high average unit prices have resulted in new players being cautious about entering dishwashers.

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Dishwashers in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashers 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 Dishwashers industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashers 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 Dishwashers in Nigeria?
  • What are the major brands in Nigeria?
  • How has this high unit price, low global penetration category been affected by recessionary pressure?
  • Is there a trend to slimline machines in Nigeria?

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 Consumer Appliances market research database.

Dishwashers in Nigeria - Category analysis

HEADLINES

PROSPECTS

Dishwashers remains a niche and luxury consumer appliance
New entrants expected to drive growth
Price competition and economic stability to stimulate growth

COMPETITIVE LANDSCAPE

Fouani Nigeria dominates dishwashers, but consumers remain price sensitive
Low demand is not encouraging for the category

CATEGORY DATA

Table 1 Sales of Dishwashers by Category: Volume 2013-2018
Table 2 Sales of Dishwashers by Category: Value 2013-2018
Table 3 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 4 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 5 Sales of Dishwashers by Format: % Volume 2013-2018
Table 6 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 7 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 8 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 9 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 10 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 11 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 12 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 13 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 14 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Consumer Appliances in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Consumer appliances remains underdeveloped but offers potential for growth
Premium brands recover from impact of the recession
Locally assembled major appliance manufacturers intensify promotional activities
Electronics and appliance specialist retailers dominates distribution
Economic stability to boost sales over the forecast period

MARKET INDICATORS

Table 15 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 16 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 17 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 18 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 19 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 20 Sales of Consumer Appliances by Category: Value 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 22 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 27 Sales of Small Appliances by Category: Volume 2013-2018
Table 28 Sales of Small Appliances by Category: Value 2013-2018
Table 29 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 30 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 32 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 33 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 34 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 35 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 36 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 37 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 40 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 48 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources