Polishes in Nigeria

PROSPECTS

Mobile shoe shiners continue to contribute to sales

Shoe polish remains an interesting product offering in Nigeria, mainly because of the employment opportunities generated by the product. With the shrinking economy and general cash squeeze, pricing has become a major deciding factor affecting consumers’ buying decisions.

Demand for shoe polish continues as more conusmers move to urban areas

As an increasing number of Nigerians move to the cities and establish themselves in urban households, their social standing and image increases in importance. Shoe polish aids in creating a positive image.

Floor and furniture polish enjoy limited popularity

Floor polish and furniture polish continue to enjoy limited popularity. Concrete flooring remains prevalent in low- to middle-income Nigerian households, adding to the low uptake of floor polish.

COMPETITIVE LANDSCAPE

Kiwi continues to build on its strong repuation

Kiwi from Askco Group Nigeria (GBO: SC Johnson & Son) was the leading brand in polishes due to its reputation as an effective and durable shoe polish, its quality and affordable pricing. Mobile shoe shiners also regard it as one the best brands in the market.

Wide product penetration due to the success of leading brands

A number of shoe polish brands are available across modern retail outlets, indeed, they are sold throughout the country, especially in informal channels. In addition to the leading brand, Kiwi, Lude from Shanghai Light Industrial International (Group) Corp and Palc from Palc Chemical Española also remain popular due to their affordability and good quality.

International brands continue to lead

International brands continue to lead polishes, benefiting from wide product penetration. No significant domestic players operated in polishes over the review period.

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