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 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.
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.
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 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 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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This industry report originates from Passport, our Consumer Appliances market research database.