Home Care in Nigeria
Home care in 2022: The big picture
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Distribution of Home Care by Format: % Value 2017-2022
Table 7 Distribution of Home Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Home Care by Category: Value 2022-2027
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Air Care in Nigeria
Minimal volume growth in 2022 as inflation bites
Multinationals maintain their lead despite share loss in 2022
Spray/aerosol air fresheners remain the most popular option
Moderate growth over forecast period
Spray/aerosol formats remain dominant, though consumers increasingly concerned about its negative side effects
Evolving retail industry set to improve consumer awareness
Table 10 Sales of Air Care by Category: Value 2017-2022
Table 11 Sales of Air Care by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Air Care: % Value 2018-2022
Table 13 LBN Brand Shares of Air Care: % Value 2019-2022
Table 14 Forecast Sales of Air Care by Category: Value 2022-2027
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
Bleach in Nigeria
Bleach benefits from high inflation, with consumers trading down from products such as surface and toilet care
Competition also continues to spur the good performance of bleach
Little innovation within bleach
Positive outlook over forecast period
Stain removing properties of bleach continue to support volume sales
Players diversify in terms of product sizes, formats and scent
Table 16 Sales of Bleach: Value 2017-2022
Table 17 Sales of Bleach: % Value Growth 2017-2022
Table 18 NBO Company Shares of Bleach: % Value 2018-2022
Table 19 LBN Brand Shares of Bleach: % Value 2019-2022
Table 20 Forecast Sales of Bleach: Value 2022-2027
Table 21 Forecast Sales of Bleach: % Value Growth 2022-2027
Dishwashing in Nigeria
Muted volume growth in 2022 as inflation bites
Global players losing value share as consumer look for affordability
Hand dishwashing dominates dishwashing
Muted growth over forecast period
Automatic detergents continue to face barrier of low appliance penetration
Increased competition over forecast period
Table 22 Household Possession of Dishwashers 2017-2022
Table 23 Sales of Dishwashing by Category: Value 2017-2022
Table 24 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 25 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 26 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 27 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
Home Insecticides in Nigeria
Continued prevalence of malaria-carrying mosquitoes support volume sales
Leading companies under increasing pressure from smaller players in 2022
Affordable insecticide coils see the best performance due to weakened spending power
Positive growth due to continued prevalence of malaria-carrying mosquitoes
Electric insecticides will see some growth, though erratic electricity supply continues to be a barrier
Consumers more concerned about toxic ingredients
Table 29 Sales of Home Insecticides by Category: Value 2017-2022
Table 30 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 31 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 32 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 33 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 34 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
Laundry Care in Nigeria
Muted volume growth in 2022 as inflation bites
Eko Supreme Nigeria retains its lead in 2022 thanks to strong marketing and affordable products
Hand wash detergents continue to dominate laundry care
Moderate growth over forecast period
Automatic detergents continue to face barrier of low appliance penetration
Handwash detergents drive innovation
Table 36 Household Possession of Washing Machines 2017-2022
Table 37 Sales of Laundry Care by Category: Value 2017-2022
Table 38 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 39 Sales of Laundry Aids by Category: Value 2017-2022
Table 40 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Detergents by Category: Value 2017-2022
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 44 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 45 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 49 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
Polishes in Nigeria
Minimal volume growth in 2022 as inflation bites
Growing popularity of more casual shoes dampens volume sales
Turkish brand Silver Shoe Cream strongest performer, as consumers appreciate its affordability
Moderate constant value growth over forecast period
Potential of floor polish with the increasing use of tiles and modern floors
Growing urbanisation to benefit furniture polish
Table 51 Sales of Polishes by Category: Value 2017-2022
Table 52 Sales of Polishes by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Polishes: % Value 2018-2022
Table 54 LBN Brand Shares of Polishes: % Value 2019-2022
Table 55 Forecast Sales of Polishes by Category: Value 2022-2027
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
Surface Care in Nigeria
Volume decline in 2022 as inflation bites
Reckitt Benckiser maintains its lead with its strong Dettol brand
Consumers’ continued focus on preventative hygiene drives demand for home care disinfectants
Moderate outlook over forecast period
Growth set to be driven by increasing availability of cheaper domestic brands
Consumers look for economies of scale
Table 57 Sales of Surface Care by Category: Value 2017-2022
Table 58 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 59 NBO Company Shares of Surface Care: % Value 2018-2022
Table 60 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 61 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 62 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
Toilet Care in Nigeria
Minimal volume growth in 2022 as inflation bites
Harpic launches a sachet format for cash-strapped consumers
Toilet liquids/foam the only significant product within toilet care
Rosey outlook over forecast period
Toilet liquids/foams continues to be the most popular product, due to affordability
Fragrance an increasingly important attribute
Table 63 Sales of Toilet Care by Category: Value 2017-2022
Table 64 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 65 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 66 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 67 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 68 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027