Executive Summary

Feb 2019
PROSPECTS
Dishwashing targets two significant consumer segements

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.

Increased oppertunities for domestic players

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.

Hand dishwashing methods remain prevalent

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.

COMPETITIVE LANDSCAPE
Brand recognition aided by direct selling innitiatives

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.

Localised approach to increase sales

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 gain share

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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Dishwashing in Nigeria

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Overview

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

The Dishwashing in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends  
  • 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 Dishwashing in Nigeria?
  • What are the major brands in Nigeria?
  • What is the dishwasher penetration rate in Nigeria?
  • What are the key new product launches in the dishwashing products market?

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 Home Care market research database.

Dishwashing in Nigeria - Category analysis

HEADLINES

PROSPECTS

Dishwashing targets two significant consumer segements
Increased oppertunities for domestic players
Hand dishwashing methods remain prevalent

COMPETITIVE LANDSCAPE

Brand recognition aided by direct selling innitiatives
Localised approach to increase sales
Fringe products gain share

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Care in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Increase in the urban, youth and middle-class populations drives growth of home care
Localised service approach a trademark of the Nigerian market
Domestic and international brands perform well despite limited consumer disposable incomes
New product developments
A number of challenges may hamper growth, while technological advances bode well for home care

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources