Dishwashing remains one of the most lucrative categories in home care in Nigeria. Its strong retail value sales can be attributed to its wide usage amongst the majority of Nigerian households, from small households in the numerous informal settlements to the developed suburban neighbourhoods.
As hand dishwashing continues to record growth, an increasing number of investors are finding opportunities with these products. Previously, hand dishwashing was characterised by international companies which produced expensive products beyond the reach of the majority of consumers.
Automatic dishwashing products are restricted to owners of dishwashing machines, which offers limited potential in Nigeria. Consumers also often use ordinary hand wash detergents not designed specifically for washing machines, which supports the growth of hand wash detergents.
Dishwashing continues to record retail value and volume growth as various new brands are introduced. Domestic brand, Morning Fresh, has established itself as the leading brand in dishwashing.
As dishwashing remains a lucrative category, domestic players continue to try and increase their sales. The most effective way to achieve this is to tailor product offerings to local needs, most notably through affordable products and a variety of pack sizes.
Fringe products are beginning to pose a threat to leading manufacturers as consumers prefer them because of their low prices, availability and tailor-made pack sizes, either small or large. Dwindling purchasing power and product choices are responsible for declining shares of some of the leading international brands.
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This industry report originates from Passport, our Home Care market research database.