Large Cooking Appliances in Nigeria

PROSPECTS

Growing number of women in the workforce stimulates growth

The increase in the number of Nigerian women in the workforce, especially from large families, has resulted in a major boost for volume sales of large cooking appliances, namely cookers. This trend is expected to continue over the forecast period as a higher number of woman demand these appliances to ease the stress of cooking with smaller appliances that are traditionally time consuming.

Cookers dominates category

Freestanding cookers continued to be prevalent in Nigerian households. This is due to affordability and a wide range being available to consumers.

Price competition improves consumer demand

The gradual growth of the economy in 2018 alongside a decline in the prices of cookers is predicted to continue over the forecast period, leading to rising competition amongst manufacturers, driving down prices. Growth is more likely in the freestanding formats as these ranges are generally cheaper than built-in formats and consumers can purchase these appliances based on the amount of space available to them in their kitchens.

COMPETITIVE LANDSCAPE

Fareast Mercantile leads due to increasing marketing initiatives

The Scanfrost brand from Fareast Mercantile continued to lead large cooking appliances. The brand’s leading position can be attributed to strong marketing and promotional activities focused on freestanding cookers.

PZ Cussons strengthens position

The strong performance by Haier Thermacool from PZ Cussons enabled it to overtake LG (Fouani Nigeria) for second position. This promotion can be attributed to extensive marketing strategy support by strong promotional activities.

Electronics and appliance specialist retailers dominates

Electronics and appliance specialist retailers continued to dominate distribution of large cooking appliances in 2018. Consumers prefer to purchase cooking appliances from this channel as they want to see and inspect what they are buying and to obtain professional advice.

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