Record inflation and the devaluation of the local currency had already resulted in rising price sensitivity amongst local consumers towards the end of the review period, leading to declining demand for specific laundry care such as fabric softeners, carpet cleaners and fabric fresheners due to their higher than average unit prices. The emergence of the pandemic further weakened consumer sentiment, resulting in marginal slowdown in overall demand for laundry care in 2020.
The competitive landscape of laundry care in Nigeria remained fairly consolidated in value share terms amongst four major players in 2020, with Eko Supreme Nigeria Ltd retaining its overall leadership, while multinationals Unilever (Sunlight, Omo), Procter & Gamble (Ariel) and PZ Cussons (Canoe) all lost ground to smaller players under “others” as increasingly price-sensitive consumers looked for more affordable laundry care. This also supported growing demand for named brands with lower price points including Magik (Nourdm Global Co Ltd) which recorded a second consecutive year of triple-digit value growth, Ziptol and So Easy (Extreme Manufacturing Nigeria Ltd), and Virony (Virony Nigeria Ltd) which all entered the category towards the end of the review period, with Nigerians proving to be less brand loyal when interesting or cheaper products emerge.
The overall performance of laundry care will continue to be linked to demand for the dominant other detergents, with 2021 set to experience slowing demand. This is likely to be related to a surge in sales during the pandemic, when consumers stockpiled essential products such as bar detergents and hand wash detergents for a vast range of cleaning tasks in the home.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Laundry Care 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 Laundry Care 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 Laundry Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page