Executive Summary

Mar 2019
PROSPECTS
Growing incomes important in driving demand

Sales of retail adult incontinence remained low in 2018, largely due to the low incomes of most Nigerians. Average unit prices remain extremely high compared to alternative products such as sanitary towels.

Increasing awareness to boost sales

Awareness around incontinence in Nigeria is traditionally low as information is limited. Many consumers also tend to feel embarrassed or ashamed to admit to using adult incontinence products.

Potential for light adult incontinence

Until 2018, only moderate/heavy adult incontinence products had significant sales in Nigeria as most consumers purchase incontinence products because they have no choice. Sales are also largely directed at the ageing population among whom sufferers of incontinence often require moderate/heavy adult incontinence products.

COMPETITIVE LANDSCAPE
Wemy Industries maintains leadership

Wemy Industries maintained its strong lead in retail adult incontinence in 2018. It was the first company to take a major interest in the category and its popular Dr Browns brand is widely available in retail channels.

Angel and Virony increase in popularity

The closest competitor to Dr Browns is Angel, which is an affordable product priced lower than Dr Browns which is widely available through retail channels. It has managed to grow share well due to its greater affordability.

International players increase their presence

As Wemy Industries continues to lead moderate/heavy adult incontinence in the country, increased consumer demand and growing interest in light adult incontinence products are leaving space for international players to increase their presence in the latter category. However, many new entrants often struggle to maintain profitability and leave the category soon after entering.

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Retail Adult Incontinence in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Nigeria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in Nigeria?
  • What are the major brands in Nigeria?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Retail Adult Incontinence in Nigeria - Category analysis

HEADLINES

PROSPECTS

Growing incomes important in driving demand
Increasing awareness to boost sales
Potential for light adult incontinence

COMPETITIVE LANDSCAPE

Wemy Industries maintains leadership
Angel and Virony increase in popularity
International players increase their presence

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene is far from mature with room to grow
Economic recovery and low unit price growth boosts demand in 2018
Tough competitive environment in 2018
Modern grocery retailers continues to increase its share
Robust growth expected

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources