Nigeria

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.

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,…

Growth in the retail current value sales of variety stores accelerated sharply during 2021. As the economy began to recover from COVID-19, inflationary pressure eased, consumer confidence revived. As a result, footfall increased. Moreover, supply…

The consumer foodservice industry in Nigeria continued to face challenging operating conditions in 2021 due to high levels of inflation, the depreciation of the naira, and consumers’ falling disposable incomes. However, during the year, all channels,…

Sportswear in Nigeria recorded a solid recovery in current value terms in 2021. The normalisation of economic and social activities helped to deliver stronger economic growth in 2021 compared to 2020. The fact that there were no major lockdowns in…

Childrenswear in Nigeria posted a partial recovery in 2021 as the country started to experience the normalisation of economic and social activities. Nonetheless, the economic conditions remained challenging, particularly due to high inflation…

Apparel accessories registered a decline in retail volume terms in 2021 having performed positively in 2020. This turnaround in fortunes was due to the weakening demand for face masks (included in other apparel accessories). Whilst sales of face…

In 2021, toilet care has seen a modest recovery having declined in 2020 as consumers sought cheaper options, including bleach, detergents or even other surface care products, for their toilet care needs. Whilst economic conditions in the country…

Sports nutrition remains a niche category in Nigeria, generating negligible sales in the market. However, the general health and wellness trend and rising body-consciousness are leading consumers to become more aware of the benefits of regular…

The COVID-19 crisis continued to affect the development of the Nigerian consumer health market in 2021. Vitamins and dietary supplements were amongst the categories to see demand bolstered by the ongoing interest in products believed to enhance the…

Having slowed significantly during 2020 due to the economic shock of the pandemic, the rate of growth in retail volume sales of hot drinks accelerated modestly in 2021 but remained relatively subdued. A sharp acceleration in unit price growth played…

Skin care was negatively impacted by the 2020 COVID-19 restrictions, with volume sales falling, though it did not register as severe a decline as several other beauty and personal care products. In 2021, with society opening up and people going out…

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