Retailing in Nigeria

Retailing in Nigeria

EXECUTIVE SUMMARY

The Nigerian economy begins to recover in 2019, boosted by the rise in consumer spending confidence and growing employment

The expansion of modern grocery retailing threatens the sales performance of traditional retailers in Nigeria

The rise of convenience-driven consumers shapes retailing, as players respond to the demands of the growing urban communities

The increasing internet access and the growing tech-savvy population boosts growth in e-commerce and mobile e-commerce, which is set to perform well over the forecast

Solid growth is expected over the forecast period, as players respond to the growing demand of consumers, especially convenience-driven consumers in Nigeria

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Seasonality

Christmas
Back to School

Payments and delivery

Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2014-2019
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2014-2019
Table 3 Sales in Store-based Retailing by Channel: Value 2014-2019
Table 4 Sales in Store-based Retailing by Channel: % Value Growth 2014-2019
Table 5 Store-based Retailing Outlets by Channel: Units 2014-2019
Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2014-2019
Table 7 Sales in Non-Store Retailing by Channel: Value 2014-2019
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2014-2019
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 11 Sales in Grocery Retailers by Channel: Value 2014-2019
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2014-2019
Table 13 Grocery Retailers Outlets by Channel: Units 2014-2019
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2014-2019
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2014-2019
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2014-2019
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2014-2019
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2014-2019
Table 21 Mixed Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 23 Sales in Mixed Retailers by Channel: Value 2014-2019
Table 24 Sales in Mixed Retailers by Channel: % Value Growth 2014-2019
Table 25 Mixed Retailers Outlets by Channel: Units 2014-2019
Table 26 Mixed Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 27 Retailing GBO Company Shares: % Value 2015-2019
Table 28 Retailing GBN Brand Shares: % Value 2016-2019
Table 29 Store-based Retailing GBO Company Shares: % Value 2015-2019
Table 30 Store-based Retailing GBN Brand Shares: % Value 2016-2019
Table 31 Store-based Retailing LBN Brand Shares: Outlets 2016-2019
Table 32 Non-Store Retailing GBO Company Shares: % Value 2015-2019
Table 33 Non-Store Retailing GBN Brand Shares: % Value 2016-2019
Table 34 Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 35 Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 36 Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 37 Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2015-2019
Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2016-2019
Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2016-2019
Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2016-2019
Table 42 Mixed Retailers GBO Company Shares: % Value 2015-2019
Table 43 Mixed Retailers GBN Brand Shares: % Value 2016-2019
Table 44 Mixed Retailers LBN Brand Shares: Outlets 2016-2019
Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2016-2019
Table 46 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2019-2024
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2019-2024
Table 48 Forecast Sales in Store-based Retailing by Channel: Value 2019-2024
Table 49 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2019-2024
Table 50 Forecast Store-based Retailing Outlets by Channel: Units 2019-2024
Table 51 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2019-2024
Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2019-2024
Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2019-2024
Table 54 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 56 Forecast Sales in Grocery Retailers by Channel: Value 2019-2024
Table 57 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
Table 58 Forecast Grocery Retailers Outlets by Channel: Units 2019-2024
Table 59 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
Table 60 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 62 Forecast Sales in Non-Grocery Specialists by Channel: Value 2019-2024
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2019-2024
Table 64 Forecast Non-Grocery Specialists Outlets by Channel: Units 2019-2024
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2019-2024
Table 66 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 68 Forecast Sales in Mixed Retailers by Channel: Value 2019-2024
Table 69 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2019-2024
Table 70 Forecast Mixed Retailers Outlets by Channel: Units 2019-2024
Table 71 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2019-2024

CORONAVIRUS (COVID-19)

SOURCES

Summary 2 Research Sources

Convenience Stores in Nigeria

HEADLINES

PROSPECTS

Urbanisation and the rise of convenience-driven consumers boost value sales for convenience stores

Convenience stores benefit from close proximity to consumers, ideal for those who do not have the means to make bulk purchases

As satellite towns evolve into cities, growth is predicted over the forecast period, further boosted by the favourable economic landscape

COMPETITIVE LANDSCAPE

Addide Supermarket retains its lead in the landscape, benefiting from locations in highly populated working and residential environments

Best Choice closes its doors in some locations, however, the player plans to expand into different areas across the forecast period

Convenience stores sees fierce competition from supermarkets, which are expanding across residential areas

CHANNEL DATA

Table 72 Convenience Stores: Value Sales, Outlets and Selling Space 2014-2019
Table 73 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 74 Convenience Stores GBO Company Shares: % Value 2015-2019
Table 75 Convenience Stores GBN Brand Shares: % Value 2016-2019
Table 76 Convenience Stores LBN Brand Shares: Outlets 2016-2019
Table 77 Convenience Stores LBN Brand Shares: Selling Space 2016-2019
Table 78 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Discounters in Nigeria

HEADLINES

PROSPECTS

Discounters is an emerging channel, driven by the growth of younger, convenience-driven consumers

Increasing consumer awareness of the benefits of discounters and its low price points will drive growth across the forecast period

Price-sensitive consumers are set to drive up value sales in discounts, which will further benefit from new players entering the landscape

COMPETITIVE LANDSCAPE

Dia continues to lead discounters, benefiting from locating itself within residential neighbourhoods where demand is high

Newer player U-Save ranks second, driving sales through offering cost-savings to consumers

As discounters continues to grow, there will be an increase in competitors on the landscape

CHANNEL DATA

Table 80 Discounters: Value Sales, Outlets and Selling Space 2015-2019
Table 81 Discounters: Value Sales, Outlets and Selling Space: % Growth 2015-2019
Table 82 Discounters GBO Company Shares: % Value 2015-2019
Table 83 Discounters GBN Brand Shares: % Value 2016-2019
Table 84 Discounters LBN Brand Shares: Outlets 2016-2019
Table 85 Discounters LBN Brand Shares: Selling Space 2016-2019
Table 86 Discounters Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Hypermarkets in Nigeria

HEADLINES

PROSPECTS

Easy bulk-purchasing partnered with convenient car parking facilities will continue to drive growth in hypermarkets

The opening of new outlets is expected to continue over the forecast period, boosting growth for hypermarkets

Growth is boosted by instore facilities, promotions and a pleasant shopping environment

COMPETITIVE LANDSCAPE

Retail Supermarkets Nigeria Ltd dominates the landscape, with stores in strategic locations that attract young adults through the doors

Next Cash & Carry competes against Shoprite, set to expand its outlets over the forecast period

Hypermarkets compete with other modern grocery retailers, offering a wide variety of goods to consumers

CHANNEL DATA

Table 88 Hypermarkets: Value Sales, Outlets and Selling Space 2014-2019
Table 89 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 90 Hypermarkets GBO Company Shares: % Value 2015-2019
Table 91 Hypermarkets GBN Brand Shares: % Value 2016-2019
Table 92 Hypermarkets LBN Brand Shares: Outlets 2016-2019
Table 93 Hypermarkets LBN Brand Shares: Selling Space 2016-2019
Table 94 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Supermarkets in Nigeria

HEADLINES

PROSPECTS

Growth is boosted by the rise of the urban population and an increase in disposable incomes

Supermarkets attract investment from business owners looking to capitalise on their success

Price stability and the steady economy will boost value sales over the forecast period

COMPETITIVE LANDSCAPE

Spar retains its lead in 2019, celebrating nine years in the landscape by offering promotions to consumers

Goodies Supermarket ranks second, having expanded its stores to highly populated locations

There is fierce competition within supermarkets, which is set to increase as 24-hour openings arrive

CHANNEL DATA

Table 96 Supermarkets: Value Sales, Outlets and Selling Space 2014-2019
Table 97 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 98 Supermarkets GBO Company Shares: % Value 2015-2019
Table 99 Supermarkets GBN Brand Shares: % Value 2016-2019
Table 100 Supermarkets LBN Brand Shares: Outlets 2016-2019
Table 101 Supermarkets LBN Brand Shares: Selling Space 2016-2019
Table 102 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Traditional Grocery Retailers in Nigeria

HEADLINES

PROSPECTS

Extended opening hours and convenient locations drives sales for traditional grocery retailers

The minimal workings costs make traditional grocery retailers attractive business propositions for Nigerians

Modern grocery retailers are a threat, but low price points will keep traditional grocery retailers performing well

COMPETITIVE LANDSCAPE

Traditional grocery retailers remains a fragmented landscape, as players continue to enter the landscape over the forecast period

Habib Yoghurt is first with a marginal lead, benefiting from a successful franchise expansion strategy

Strong competition comes from modern grocery retailers, who attract consumers through pleasant environments and larger selling spaces

CHANNEL DATA

Table 104 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 106 Sales in Traditional Grocery Retailers by Channel: Value 2014-2019
Table 107 Sales in Traditional Grocery Retailers by Channel: % Value Growth 2014-2019
Table 108 Traditional Grocery Retailers Outlets by Channel: Units 2014-2019
Table 109 Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2014-2019
Table 110 Traditional Grocery Retailers GBO Company Shares: % Value 2015-2019
Table 111 Traditional Grocery Retailers GBN Brand Shares: % Value 2016-2019
Table 112 Traditional Grocery Retailers LBN Brand Shares: Outlets 2016-2019
Table 113 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2016-2019
Table 114 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 115 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 116 Forecast Sales in Traditional Grocery Retailers by Channel: Value 2019-2024
Table 117 Forecast Sales in Traditional Grocery Retailers by Channel: % Value Growth 2019-2024
Table 118 Forecast Traditional Grocery Retailers Outlets by Channel: Units 2019-2024
Table 119 Forecast Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024

Apparel and Footwear Specialist Retailers in Nigeria

HEADLINES

PROSPECTS

Rising disposable incomes will boost growth for apparel and footwear specialist retailers over the forecast period

Fashion minded younger consumers are driving sales, seeking the latest trends

The modernisation of retail boosts the development of apparel and footwear specialist retailers

COMPETITIVE LANDSCAPE

Pepkor Holdings leads, offering clothes for men, woman and children through its offering, Pep

Fast Forward Retail comes in second place, however Needles and Thread remains the second favoured brand

Premium players are set to offer discounts to engage consumers and boost sales over the forecast period

CHANNEL DATA

Table 120 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 121 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 122 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 123 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 124 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 125 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 126 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 127 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Electronics and Appliance Specialist Retailers in Nigeria

HEADLINES

PROSPECTS

The growing urban population and rise in disposable incomes is set to boost growth over the forecast period

Innovations in electronic goods continue to drive sales and attract tech-savvy young adults

Increasing internet access and the rise of busy lifestyles sees an increase sales for mobile phones and convenient appliances

COMPETITIVE LANDSCAPE

Slot Systems leads a highly fragmented channel, offering quality mobile phones to Nigerian consumers

Fouani Nigeria Ltd comes in second, attracting consumers through after-sales support, and products to suit all consumer income-levels

Cash & carry is a popular electronics and appliances retailer, while hypermarkets remain competitive

CHANNEL DATA

Table 128 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 129 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 130 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 131 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 132 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 133 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 134 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 135 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Health and Beauty Specialist Retailers in Nigeria

HEADLINES

PROSPECTS

Sales are driven by Nigerians increasing awareness of health issues

Chemist/pharmacies are converting to become health and beauty specialist retailers, increasing value sales by offering a wider variety of goods

Young adult female adults are boosting sales of make-up, driving sales for beauty specialists

COMPETITIVE LANDSCAPE

The landscape sees growing competition from supermarkets, hypermarkets and direct selling channels

Health Plus Integrated Pharmacy leads the landscape, offering a wide range of health-related products to consumers

Beauty specialist retailer Essenza comes in second, offering a wide range of premium fragrances, cosmetics and skin care

CHANNEL DATA

Table 136 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 137 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 138 Sales in Health and Beauty Specialist Retailers by Channel: Value 2014-2019
Table 139 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2014-2019
Table 140 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 141 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 142 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 143 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 144 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 145 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 146 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2019-2024
Table 147 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2019-2024

Home and Garden Specialist Retailers in Nigeria

HEADLINES

PROSPECTS

An increase in economic growth and a rise in consumers trading-up drove sales in 2019

The growing urban population of Nigeria supports the demand for home and garden specialist retailers

The increasing number of new homeowners is driving growth in home and garden specialist retailers

COMPETITIVE LANDSCAPE

Vitafoam Nigeria leads the landscape, with high levels of consumer confidence and quality goods

Mouka Foam comes in second place, with the largest number of outlets in the country and frequent advertising campaigns

As the economy recovers, consumers are set to switch back to branded goods

CHANNEL DATA

Table 148 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2014-2019
Table 149 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 150 Sales in Home and Garden Specialist Retailers by Channel: Value 2014-2019
Table 151 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2014-2019
Table 152 Home and Garden Specialist Retailers GBO Company Shares: % Value 2015-2019
Table 153 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2016-2019
Table 154 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2016-2019
Table 155 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2016-2019
Table 156 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 157 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024
Table 158 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2019-2024
Table 159 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2019-2024

Department Stores in Nigeria

HEADLINES

PROSPECTS

Growth is predicted to heavily increase as the economic and middle class both grow over the forecast period

New outlets across the forecast period will drive sales for department stores

Expansion over the forecast period is expected to be limited due to limited selling space

COMPETITIVE LANDSCAPE

Everyday Supermarket leads the landscape, ideally located in Port Harcourt, popular with expats and high-income consumers

Sahad Stores comes in second place, with a strong presence in major cities in the North of the country

Competition for other retail outlets, such as hypermarkets, will continue to impact growth over the forecast period

CHANNEL DATA

Table 160 Department Stores: Value Sales, Outlets and Selling Space 2014-2019
Table 161 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2014-2019
Table 162 Department Stores GBO Company Shares: % Value 2015-2019
Table 163 Department Stores GBN Brand Shares: % Value 2016-2019
Table 164 Department Stores LBN Brand Shares: Outlets 2016-2019
Table 165 Department Stores LBN Brand Shares: Selling Space 2016-2019
Table 166 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 167 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Variety Stores in Nigeria

HEADLINES

PROSPECTS

Variety stores continues its fast growth with new players entering the landscape, expanding further over the forecast period

E-commerce giant Konga is acquired by Zinox Group, bringing Konga stores to the landscape

The increasing young adult population and the rise of urban areas boosts growth in variety stores

COMPETITIVE LANDSCAPE

Zinox leads variety stores with Konga, a player that benefits from its established reputation in 2019

Miniso Nigeria ranks second place, due to its new concept stores that attract and entertain consumers

The ongoing expansion of variety stores is set to boost growth over the forecast period

CHANNEL DATA

Table 168 Variety Stores: Value Sales, Outlets and Selling Space 2014-2019
Table 169 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2019
Table 170 Variety Stores GBO Company Shares: % Value 2015-2019
Table 171 Variety Stores GBN Brand Shares: % Value 2016-2019
Table 172 Variety Stores LBN Brand Shares: Outlets 2016-2019
Table 173 Variety Stores LBN Brand Shares: Selling Space 2016-2019
Table 174 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2019-2024
Table 175 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2019-2024

Direct Selling in Nigeria

HEADLINES

PROSPECTS

Economic improvements is set to boost growth and drive sales in direct selling over the forecast period

An increase in sales and internet users will boost sales in direct selling are expected to rise

An increasing middle-class population will drive channel growth over the forecast period

COMPETITIVE LANDSCAPE

Oriflame ranks first, benefiting from strong demand, particularly among working women

Forever Living Products maintains a strong position, having high levels of recognition and benefiting from a wide range of quality products

Growing competition comes from health and beauty specialist retailers, as well as supermarkets who sell similar products

CHANNEL DATA

Table 176 Direct Selling by Category: Value 2014-2019
Table 177 Direct Selling by Category: % Value Growth 2014-2019
Table 178 Direct Selling GBO Company Shares: % Value 2015-2019
Table 179 Direct Selling GBN Brand Shares: % Value 2016-2019
Table 180 Direct Selling Forecasts by Category: Value 2019-2024
Table 181 Direct Selling Forecasts by Category: % Value Growth 2019-2024

Vending in Nigeria

HEADLINES

PROSPECTS

Growth will be driven by improvements in infrastructure as well as government policies banning drink sales on the street of Nigeria

Improved visibility will be key to increasing sales over the forecast period

Advancements in technology and the expansions of outlets across the country will drive sales

COMPETITIVE LANDSCAPE

Citiserve remains the only player present in the landscape, benefiting from being available in airports and hospitals

Consumers are satisfied to use other retail channels instead of vending

Vending only offers packaged drinks, which are widely available through other outlets

CHANNEL DATA

Table 182 Vending by Category: Value 2014-2019
Table 183 Vending by Category: % Value Growth 2014-2019
Table 184 Vending GBO Company Shares: % Value 2015-2019
Table 185 Vending GBN Brand Shares: % Value 2016-2019
Table 186 Vending Forecasts by Category: Value 2019-2024
Table 187 Vending Forecasts by Category: % Value Growth 2019-2024

E-Commerce in Nigeria

HEADLINES

PROSPECTS

E-commerce is boosted by an increase in consumers with internet access and the rise of affordable smartphones

New secure payment options are set to increase consumer trust and confidence in e-commerce

Increasing awareness New secure payment options are set to increase consumer trust and confidence in e-commerce

COMPETITIVE LANDSCAPE

Jumia Nigeria leads the brand landscape, focus in third party sales to contribute to its strong position

Konga benefits from new marketing, put in place after its acquisition by Zinox Group

In 2019, there was growing competition from cross-border e-commerce players, who offered a wider range of goods

CHANNEL DATA

Table 188 E-Commerce by Channel and Category: Value 2014-2019
Table 189 E-Commerce by Channel and Category: % Value Growth 2014-2019
Table 190 E-Commerce GBO Company Shares: % Value 2015-2019
Table 191 E-Commerce GBN Brand Shares: % Value 2016-2019
Table 192 Forecast E-Commerce by Channel and Category: Value 2019-2024
Table 193 Forecast E-Commerce by Channel and Category: % Value Growth 2019-2024

Mobile E-Commerce in Nigeria

HEADLINES

PROSPECTS

The demand for mobile phones drives growth as more players enter the Nigerian landscape

Affordability of smartphones will boost growth over the forecast period, encouraging further sales in mobile e-commerce

The young adult population are key consumers who drive growth in mobile e-commerce

COMPETITIVE LANDSCAPE

Jumia Nigeria leads the channel, having both a website and mobile application and offering competitive discounts

Jumia food apps are set to expand the consumer base, as users will appreciate the convenience of ordering food from a well-trusted player

KongaPay performs well, offering a convenient, easy way to make payments through mobile devices

CHANNEL DATA

Table 194 Mobile E-Commerce: Value 2014-2019
Table 195 Mobile E-Commerce: % Value Growth 2014-2019
Table 196 Mobile E-Commerce Forecasts: Value 2019-2024
Table 197 Mobile E-Commerce Forecasts: % Value Growth 2019-2024

Food and Drink E-Commerce in Nigeria

HEADLINES

PROSPECTS

Jumia late-night food and Jumia Party boost growth for food and drink e-commerce, being the perfect solutions for late-night food and drink

Young professional adults who appreciate the convenience and quick delivery will support growth for food and drink e-commerce

Economic recovery and the rise of women in the workforce are both crucial for further growth

COMPETITIVE LANDSCAPE

Supermart continues to lead the channel, appealing to consumers through its strong reputation and a wide variety of fresh groceries

Drinks.ng saw a solid performance in 2019, allowing consumers to pay online and collect offline

Despite the growth, there is still strong competition from other retail channels

CHANNEL DATA

Table 198 Food and Drink E-Commerce: Value 2014-2019
Table 199 Food and Drink E-Commerce: % Value Growth 2014-2019
Table 200 Food and Drink E-Commerce Forecasts: Value 2019-2024
Table 201 Food and Drink E-Commerce Forecasts: % Value Growth 2019-2024

---