The nappies/diapers/pants penetration rate in Nigeria remained low up to the end of the review period, and the category has good scope for growth over the forecast period. Baby and child population growth is expected to be substantial, with the population aged 0 to 36 months expected to increase by 7% (representing 2.
Competition in the category seen during the review period is expected to continue to boost performance over the forecast period, with brands in the economy range appealing to lower-income consumers whilst middle to higher-income consumers, who remain a key consumer base for nappies/diapers/pants, continue to seek the best quality products that also offer good value for money. Nigeria has seen an expansion of cheap brands, but an improved economy tends to see consumers gravitating back towards trusted mid-priced and premium brands.
Price considerations mean that disposable pants remained a niche category in Nigeria over the review period, attracting interest mostly from upper-income local consumers. Nevertheless, Nigerians have become increasingly interested in pants for older babies due to the convenience they offer, and the subcategory had seen solid growth before high inflation rates impacted household purchasing power.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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