Jeans started on the path to recovery in 2021, with sales increasing in current value terms. This was largely due to the improved economic situation in Nigeria following the normalisation of economic activities which had been severely curtailed in 2020 due to COVID-19 restrictions on work.
Import prices also remained high, largely due to the continuing disruption of the global supply chain caused by COVID-19, with this forcing consumers to trade down to cheaper products. This was reflected in the stronger performance of economy jeans which was the only jeans category to see positive growth in retail volume terms in 2021.
With consumers increasingly looking for the cheapest options and becoming less brand loyal, the competitive landscape within jeans became more fragmented in 2021. Leading economy brand chain retailers Pep and Mr Price struggled due to the difficult economic environment and the increasing competition from cheaper Asian products, with Mr Price exiting the market as a result.
Jeans is expected to see a strong recovery over the forecast period following weak performances seen in 2020 and 2021, with this recovery linked to a projected improvement in the Nigerian economy. Demand should also be boosted population growth and an expanding base of younger consumers who are key consumers of jeans in Nigeria.
Premium and super premium jeans are also expected to return to robust growth over the forecast period as disposable incomes improve. Premium and super premium jeans are generally preferred by mid- and upper-income consumers who prefer global brand names, especially those offering the most current styles.
An increasing presence of local brands is also expected to boost competition, particularly in standard jeans. The local sportswear brand, Keexs, has already begun to establish a solid share in jeans and there is a growing range of local ‘streetwear’ brands which are offering styles of jeans that suit the tastes and trends of the younger population in Nigeria.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Jeans industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Jeans research and analysis database.
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