Herbal/traditional products remains a popular consumer health category amongst Nigerian consumers and continues to perform well in the market. Herbal/traditional options are the oldest and still the most widely used consumer health products in Nigeria today.
Constant advertising is driving growth in the herbal/traditional products category in the Nigerian market. Raising consumer awareness of products and their potential use as a complementary or alternative option for curing some illnesses is becoming increasingly central to the strategies of the most successful players in herbal/traditional products.
International player, Procter & Gamble, remains the frontrunner in herbal/traditional products, and sells the leading brand, Vicks.
As the market returns to more normal social and economic activity in the aftermath of the COVID-19 crisis, sales of herbal/traditional treatments are expected to rise. Nigerians have traditionally turned to herbal/traditional goods for a variety of mild to moderate health problems, and there is a strong culture of using herbal remedies in modern Nigeria, which will continue over the forecast period.
The widespread circulation of unpackaged herbal/traditional remedies at extremely low prices is set to remain the most significant impediment to the development of herbal/traditional products in the Nigerian market. These unpackaged products, which are not included in Euromonitor International's research, are purchased by a large number of consumers and are generally sold door-to-door.
Direct selling is expected to be an important growth channel for herbal/traditional items during the forecast period. In line with a widespread trend towards more natural products and ingredients across numerous markets and product areas, consumers in Nigeria are returning to the herbs their forefathers used to heal illnesses since they are natural and have few side effects.
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Botanicals or traditional remedies are products that have a long tradition of use, decades of established reputation, and are considered alternative remedies to standard medicine. Traditional medicine remedies such as Ayurveda, Traditional Chinese Medicine (TCM), Unani, Kampo, etc. are included. Homeopathic remedies are excluded. Only packaged products are tracked.See All of Our Definitions
This report originates from Passport, our Herbal/Traditional Products research and analysis database.
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