Nigeria

Both off-trade and on-trade volume sales of RTDs declined sharply during 2020 due to COVID-19 restrictions and the economic shock that they engendered, and demand recovered only partially in 2021. RTDs are particularly vulnerable to economic shocks,…

Being more discreet and comfortable, slim/thin/ultra-thin towels are increasingly preferred by many local female consumers. Strong urban growth has seen an increase in the number of women leading busy lifestyles. This group of women has shown an…

On the back of a strong performance in 2020, toilet paper continued to thrive in Nigeria. A large percentage of consumers in Nigeria, especially those residing in urban areas, are increasingly aware of their personal hygiene and this has led to…

The retail current value sales of department stores rose during 2021, as daily life began to normalise and consumers began to spend again. The middle- and high-income consumers that are the mainstay of department stores increased their discretionary…

Hosiery saw a partial recovery in current value terms in 2021, but it still posted a small decline in retail volume terms as sales continued to suffer from the poor economic conditions in the country. Key to the category’s improvement has been…

Although there has been some economic growth in 2021 relative to 2020, high inflation in the overall economy has led to restrained consumer spending power, thereby limiting the performance of air care, especially for categories that are less…

Sales of RTD coffee are not notable in Nigeria, and there are no signs that such drinks will be available in the country in the near future.

The increase in health and wellness awareness, as triggered by the pandemic, continues to drive growth of wearable electronics in 2022. Smart wearables is demonstrating the most dynamic performance in the category due to its wide range of health…

Oral care was less affected by the 2020 pandemic than other products, as it is considered an essential product by consumers and only registered a slight fall in volume sales. In 2021, with society opening up, oral care registered current value and…

There are no homeshopping TV channels currently operating in Nigeria and no known plans to launch them in the country during the forecast period.

Analgesics remains the largest category in consumer health in the Nigerian market. Sales were expected to continue to rise in 2021 supported by strong brand positioning and consumer awareness. Other factors driving growth included affordability,…

During 2020, the rate of growth in off-trade volume sales of alcoholic drinks slowed significantly, while on-trade sales declined, as COVID-19 restrictions bit. During 2021, on-trade demand rebounded strongly, even though some pandemic restrictions…

Sun care is not a significant product in terms of value sales in Nigeria, with the majority of value sales purchased by the expatriate community. Sun care was also severely impacted by the 2020 COVID-19 restrictions, with volume sales falling by…

Fragrances were severely impacted by the 2020 COVID-19 restrictions, with volume sales falling by a quarter and current value sales also falling. In 2021, with society opening up and people going out again and wanting to present themselves well,…

A year after the inception of the COVID-19 pandemic, demand for consumer health products continues to dominate retail value sales in direct selling. The sanitary crisis led to a significant increase in demand for vitamins and dietary supplements that…

Menswear saw an improved performance in 2021 thanks to the easing of restrictions on movement to and from work and on social gatherings, with positive growth seen in retail volume and value terms. Although the economy continued to struggle with…

Footwear in Nigeria started on the path to recovery in 2021 after the heavy decline seen in 2020, with the easing of restrictions on movement to work and for social gatherings boosting demand. However, the economic impact of COVID-19 continued to be…

In 2021, polishes saw a good recovery from 2020’s performance, boosted largely by the greater normalisation of economic activities as COVID-19 restrictions eased in the year. Lockdowns for part of 2020 resulted in reduced physical working, which led…

Dishwashing has seen an improved performance in 2021 relative to 2020, continuing to be boosted by a greater focus on hygiene in light of the COVID 19 pandemic as it is often also used as a surface care product. A key factor in its improvement is,…

Self-medication and availability support demand for dietary supplements in the Nigerian market. Consumers are commonly opting to self-medicate in cases of minor health issues, while expanding product availability and the convenience of direct…