Growing awareness around healthy living has been impacting the category significantly as consumers become increasingly health conscious. The trend is expected to continue into the forecast period due to increasing awareness, especially as smoothie bars for example, become more widely available, highlighting the benefits of blended fruits/vegetables in healthy diets.
Blenders is identified as the most popular food preparation appliance in Nigeria. Blenders serves as a multipurpose appliance and is relatively affordable as a wide range of models are available.
Increased marketing efforts and promotional activities from internet retailers were observed. Major players in this channel are Jumia and Konga, and they are expected to continue driving growth over the forecast period with premium appliance offerings at the most competitive prices.
Pricerite Products led food preparation appliances due to the strong performance of its Kenwood brand. Kenwood benefits from being an established household name and has a reputation for good quality products in the category.
Binatone appliances, which are nationally owned by Global Appliances Nigeria, continued to compete strongly with Kenwood in food preparation appliances. Binatone maintained its second position in the category due to a combination of popularity, affordability and good quality.
It is evident that Nigeria is becoming flooded with second-hand food preparation appliances. Some consumers have identified the superior quality of these offerings against counterfeit appliances that are being imported from China and marketed as new.
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This industry report originates from Passport, our Consumer Appliances market research database.