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Over the forecast period there is scope for the volume expansion of retail tissue in the niche categories of kitchen towels and paper tableware, whilst the larger categories of toilet paper and facial tissues will also continue to grow well due to the growing population, increasing urbanisation and positive economic growth. Unlike in developed countries, sales of tissue products are still far from mature, with usage still very low in per capita terms, thus leaving a great deal of scope for growth.
Falling unit prices at constant 2017 prices, mainly because of the intense competition and the entry of new manufacturer Hayat Kimya Nigeria in 2017, will lead to more price discounting over the forecast period. This will further contribute to volume sales increases.
Toilet paper is expected to continue to drive growth in overall retail tissue over the forecast period, posting the best performance in volume terms and value terms at constant 2017 prices. This is largely due to urbanisation and the resulting higher levels of adoption of toilet paper.
As a local manufacturer, Bel Impex has shown that it understands the dynamics that stimulate consumer demand in retail tissue in Nigeria, offering good quality and affordable prices, with its products positioned in a wide variety of price ranges, including the premium segment. It has built a strong distribution network, and leverages the popularity and high-quality reputation of its brands; in particular, its fast-growing Rose Plus brand.
In 2017, the fast-growing and now leading player in nappies/diapers/pants in volume terms, Hayat Kimya Nigeria, entered retail tissue with two brands. It introduced a premium toilet paper and kitchen towels brand called Papia, and a standard-priced toilet paper brand called Familia, which is scented and comes in attractive colours.
Domestic manufacturers characterise sales of tissue products, with price and distribution networks being key factors, and as imports of toilet paper and other tissue products have been banned since 2014. Bel Impex was the leading manufacturer in 2017, whilst Banrut Rolls Nigeria was in second place.
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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:
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This industry report originates from Passport, our Tissue and Hygiene market research database.
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.