Nigeria

The COVID-19 pandemic has disrupted the consumer goods market in Sub-Saharan Africa, with recovery expected to take place over time. Consumers expenditure has been negatively affected, as value seeking consumers shift to essential products. The…

Rising costs of living pose challenges globally, but companies can find opportunities in several categories, essential and discretionary, especially in underpenetrated fast-growing markets. By considering category adjacencies and focusing on value,…

The performance of baby and child-specific products in Nigeria in 2023 was strongly impacted by poor economic conditions. Thus, the modest overall decrease in retail volume sales in 2022 was followed by a double-digit decline in 2023. In particular,…

Bath and shower in Nigeria recorded strong retail current value growth in 2023. However, this was driven by high inflationary pressure on unit price increases, which informed a decline in retail volume for all categories of bath and shower. While…

In beauty and personal care in Nigeria in 2023, a poor economic environment characterised by high inflation and weak consumer spending power led to a drop in demand. Demand fell across categories as consumers struggled with heavy pressure on…

Colour cosmetics in Nigeria was also negatively impacted by poor economic conditions in 2023, as high inflation weakened consumer spending power as unit prices of all brands rose strongly. The strong rises in unit prices drove strong retail current…

Deodorants in Nigeria saw positive retail current value growth in 2023, but all categories declined in retail volume and value (constant 2023 prices) terms in a depressed economic climate. The strong performance in retail current value sales was due…

Depilatories in Nigeria still had quite low penetration at the end of the review period. Nonetheless, the category saw some development. Demand has largely been sustained over the review period, although there was some fluctuation due to the effects…

The weak economy negatively affected the demand for fragrances in Nigeria in 2023. The depreciated local currency and high inflation forced high import costs and double-digit declines in retail volume sales of fragrances, with consumer purchasing…

A number of categories of hair care in Nigeria remain essential for local consumers. However, poor economic conditions led to a weak performance in 2023. Retail volume sales for all categories declined, while retail current value sales increased only…