Executive Summary

Feb 2019
PROSPECTS
Rising time-constrained lifestyles of employed women spur growth

Following the weak Nigerian economy in 2015 to 2017, a recovery alongside a boost in employment, particularly for women, is expected to help drive growth in home laundry appliances over the forecast period. The category does not have high penetration rates in Nigeria as cheap domestic services mean that many households benefit from affordable means of doing their laundry.

Automatic washing machines records fastest growth

Automatic washing machines is set to continue to record the fastest retail volume growth over the forecast period. This growth can be attributed to the appliance’s capability to save time as it can take larger loads.

Steep competition to boost volume sales

The increasing availability of a wider range of home laundry appliances is becoming evident, particularly for automatic washing machines and semi-automatic washing machines. Increased competition in pricing is expected amongst major players as they aim to gain sales from price-sensitive consumers and who seek quality offerings.

COMPETITIVE LANDSCAPE
Fouani Nigeria Ltd leads home laundry appliances due to wide distribution network

In 2018, Fouani Nigeria Ltd, the local brand owner for LG Corp, retained its leadership of home laundry appliances despite losing ground, due to its wide distribution network and its ability to offer various appliances to potential consumers. Its appliances offer quality supported by affordable prices and superior after-sales services.

PZ Cussons records fastest growth due to increased marketing campaigns

PZ Cussons Nigeria ranked second in home laundry appliances in 2018, gained strong retail volume share from the leader. It also recorded the fastest retail volume growth because of its vast marketing campaigns and promotional activities, which boosted consumer awareness of its brand Haier Thermacool.

Electronics and appliance specialist retailers dominates

Electronics and appliance specialist retailers dominated the distribution of home laundry appliances in 2018, as an increasing number of consumers preferred to shop for home laundry appliances in channels where a greater variety is offered in addition to after-sales services. Consumers consider this channel the best location from which to purchase quality products and obtain professional advice regarding the best appliances to meet their needs.

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Home Laundry Appliances in Nigeria

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Overview

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

The Home Laundry Appliances in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Home Laundry Appliances in Nigeria?
  • What are the major brands in Nigeria?
  • What is the average volume capacity for washing machines in Nigeria?
  • Has there been a shift from front loading to top loading washing machines?
  • What is the sizing of automatic versus semi-automatic washing machines in Nigeria?

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 Consumer Appliances market research database.

Home Laundry Appliances in Nigeria - Category analysis

HEADLINES

PROSPECTS

Rising time-constrained lifestyles of employed women spur growth
Automatic washing machines records fastest growth
Steep competition to boost volume sales

COMPETITIVE LANDSCAPE

Fouani Nigeria Ltd leads home laundry appliances due to wide distribution network
PZ Cussons records fastest growth due to increased marketing campaigns
Electronics and appliance specialist retailers dominates

CATEGORY DATA

Table 1 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 2 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 5 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 6 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 7 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 8 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 9 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 12 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 14 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Consumer Appliances in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Consumer appliances remains underdeveloped but offers potential for growth
Premium brands recover from impact of the recession
Locally assembled major appliance manufacturers intensify promotional activities
Electronics and appliance specialist retailers dominates distribution
Economic stability to boost sales over the forecast period

MARKET INDICATORS

Table 17 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 18 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 19 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 20 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 21 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 22 Sales of Consumer Appliances by Category: Value 2013-2018
Table 23 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 24 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 27 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 28 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 29 Sales of Small Appliances by Category: Volume 2013-2018
Table 30 Sales of Small Appliances by Category: Value 2013-2018
Table 31 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 32 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 34 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 35 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 36 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 37 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 38 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 39 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 40 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 41 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 42 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 45 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 46 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 48 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 49 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 50 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources