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Retail Tissue in
Nigeria

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Economic growth to boost demand

With the economic recovery in 2018 following the recession of 2016 and slow economic growth in 2017, retail tissue witnessed good growth in volume terms in 2018. Retail tissue has bright prospects over the forecast period as the category is far from mature, with usage still low in per capita terms in Nigeria.

Toilet paper drives actual growth

Toilet paper remained the largest category in retail tissue in 2018 and thus drove overall actual growth. Toilet paper is relatively cheap and is therefore more widely used than other retail tissue products (although its sales in per capita terms are also quite low).

Urbanisation key to growth

Rising rates of urbanisation, with the urban population forecast to overtake the rural population by 2022, will be key to growth as consumption of retail tissue is largely limited to urban areas. With less time to spare washing reusable cloth alternatives (such as handkerchiefs) and with the greater convenience offered by disposable tissue products, urban consumers are keen to adopt such products.

COMPETITIVE LANDSCAPE
Bel Impex leads

Domestic manufacturer Bel Impex maintained its strong lead in retail tissue in 2018 with its wide product range. The company enjoys strong local awareness and an extensive distribution network and maintains affordable prices.

Hayat Kimya grows well in its second year

Hayat Kimya Nigeria grew its share strongly after launching two brands, Papia and Familia, in 2017. With its products being based on 100% pulp, they stand out as quality brands which are locally produced, positioning the company well for growth over the forecast period, which would see a return of consumers to higher-quality, albeit affordable, products.

Higher import costs give domestic players an advantage

While the ban on toilet paper imports was the reason for the near oligopoly of local players in the category until Hayat Kimya entered through local production, niche categories of kitchen towels and facial tissue were traditionally characterised by multinationals. This has, however, changed as local players introduced affordable brands in these categories which appeal to middle-income consumers.

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Retail Tissue in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue 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 Retail Tissue industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue 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 Retail Tissue in Nigeria?
  • What are the major brands in Nigeria?
  • What is the performance of pocket handkerchiefs vs boxed facial tissues?
  • What are the key new product launches in the tissues market?

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 Tissue in Nigeria - Category analysis

HEADLINES

PROSPECTS

Economic growth to boost demand
Toilet paper drives actual growth
Urbanisation key to growth

COMPETITIVE LANDSCAPE

Bel Impex leads
Hayat Kimya grows well in its second year
Higher import costs give domestic players an advantage

CATEGORY DATA

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