On the back of a strong performance in 2020, toilet paper continued to thrive in Nigeria. A large percentage of consumers in Nigeria, especially those residing in urban areas, are increasingly aware of their personal hygiene and this has led to another positive performance in 2021.
The rising cost of production and high inflation rates in 2021 led to some manufacturers losing value and volume share in retail tissue. Despite losing further ground, Bel Impex Ltd retained its dominant leadership of retail tissue at the end of the review period.
Domestic manufacturer Bel Impex continued to lead overall sales of retail tissue in 2021. With a greater focus on affordability, most local manufacturers, despite the challenges posed by slow economic growth and high production costs, have been able to post positive value sales in 2021.
Toilet paper is a necessity in most local households, and an important item in Nigerians’ personal hygiene baskets. It is affordable and easily available in most distribution channels.
Following the sharp increase in the average unit price of retail tissue in 2020 and 2021, this is likely to stabilise over the forecast period (in value terms at constant 2021 prices). Perceived as an essential item, manufacturers may be reluctant to further increase prices as budget-conscious consumers struggle to adjust to dwindling incomes due to Naira depreciation, and may seek cheaper alternatives.
As a result of the economic recession in the last quarter of 2020 and the drop in incomes for many Nigerians, stronger growth for retail tissue may be threatened over the forecast period. This is more likely to come to fruition if the Nigerian economy continues to perform sluggishly in the medium term.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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