Retailing in Nigeria

Retailing in Nigeria

EXECUTIVE SUMMARY

Retailing in Nigeria registers slow growth in value terms at constant 2018 prices

Modern grocery retailing continues to grow

Longer opening hours support the growth of retailing in Nigeria

Tech-savvy young adult population spurs modernisation in retail

Solid growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type

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 2013-2018
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 3 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 4 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 5 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 7 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 11 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 13 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 21 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 23 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 24 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 25 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 26 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 27 Retailing GBO Company Shares: % Value 2014-2018
Table 28 Retailing GBN Brand Shares: % Value 2015-2018
Table 29 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 30 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 31 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 32 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 33 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 34 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 35 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 36 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 37 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 42 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 43 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 44 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 46 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 48 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 49 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 50 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 51 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 54 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 57 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 58 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 59 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 60 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 62 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 64 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 66 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 68 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 69 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 70 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 71 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Nigeria

HEADLINES

PROSPECTS

Economic stability to boost channel growth

Modernisation of retail to support further development

Fashion-conscious consumers help drive sales

COMPETITIVE LANDSCAPE

Twice As Nice Clothing remains the leading player in a very fragmented channel

Pepkor Holdings ranks a close second

Persianias Group introduces “The Mix” concept

CHANNEL DATA

Table 72 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 73 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 74 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 75 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 76 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 77 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 78 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 79 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Convenience Stores in Nigeria

HEADLINES

PROSPECTS

Ongoing urbanisation expected to further drive the growth of convenience stores

Economic growth to support the further development of convenience stores

Convenience store operators focus on expansion

COMPETITIVE LANDSCAPE

Addide Supermarket remains dominant

Best Choice remains Addide’s only competitor

Convenience stores versus other channels

CHANNEL DATA

Table 80 Convenience Stores: Value Sales, Outlets and Selling Space 2013-2018
Table 81 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 82 Convenience Stores GBO Company Shares: % Value 2014-2018
Table 83 Convenience Stores GBN Brand Shares: % Value 2015-2018
Table 84 Convenience Stores LBN Brand Shares: Outlets 2015-2018
Table 85 Convenience Stores LBN Brand Shares: Selling Space 2015-2018
Table 86 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Department Stores in Nigeria

HEADLINES

PROSPECTS

Sales boosted by an increasing population of middle-class urban dwellers

Economic stability supports growth

Expansion over the forecast period expected to be limited

COMPETITIVE LANDSCAPE

Exclusive Stores remains the leading operator

Everyday Supermarket maintains second position

Sahad Stores the third player present

CHANNEL DATA

Table 88 Department Stores: Value Sales, Outlets and Selling Space 2013-2018
Table 89 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 90 Department Stores GBO Company Shares: % Value 2014-2018
Table 91 Department Stores GBN Brand Shares: % Value 2015-2018
Table 92 Department Stores LBN Brand Shares: Outlets 2015-2018
Table 93 Department Stores LBN Brand Shares: Selling Space 2015-2018
Table 94 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 95 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Nigeria

HEADLINES

PROSPECTS

Increasing internet usage helps drive sales

Channel growth driven by an increasing middle-class population

Economic growth to help drive sales over the forecast period

COMPETITIVE LANDSCAPE

Forever Living Products remains the leading player

Fairly new entrant Oriflame ranks second

Strong competition from health and beauty specialist retailers

CHANNEL DATA

Table 96 Direct Selling by Category: Value 2013-2018
Table 97 Direct Selling by Category: % Value Growth 2013-2018
Table 98 Direct Selling GBO Company Shares: % Value 2014-2018
Table 99 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 100 Direct Selling Forecasts by Category: Value 2018-2023
Table 101 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Discounters in Nigeria

HEADLINES

PROSPECTS

Growing consumer awareness supports the channel’s performance

High inflation drives consumers towards discounters even as the economy improves

COMPETITIVE LANDSCAPE

Dia leads discounters

U-Save ranks a distant second

Other modern grocery retailers likely to enter this channel

CHANNEL DATA

Table 102 Discounters: Value Sales, Outlets and Selling Space 2015-2018
Table 103 Discounters: Value Sales, Outlets and Selling Space: % Growth 2015-2018
Table 104 Discounters GBO Company Shares: % Value 2014-2018
Table 105 Discounters GBN Brand Shares: % Value 2015-2018
Table 106 Discounters LBN Brand Shares: Outlets 2015-2018
Table 107 Discounters LBN Brand Shares: Selling Space 2015-2018
Table 108 Discounters Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 109 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Electronics and Appliance Specialist Retailers in Nigeria

HEADLINES

PROSPECTS

Economic growth to boost sales of electronics and appliance specialist retailers

Innovations attract tech-savvy young adults

Increasing promotional activities help stimulate sales

COMPETITIVE LANDSCAPE

Slot Systems leads a highly fragmented channel

Cash & Carry remains another popular electronics and appliances retailer

Other retail channels struggle to gain share from electronics and appliance specialists

CHANNEL DATA

Table 110 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 111 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 112 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 113 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 114 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 115 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 116 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 117 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Food and Drink Internet Retailing in Nigeria

HEADLINES

PROSPECTS

Sales driven by promotional activities for Jumia Party

Young adult professionals support sales

Economic recovery is crucial to growth

COMPETITIVE LANDSCAPE

Supermart continues to lead the channel

Strong competition from other retail channels

CHANNEL DATA

Table 118 Food and Drink Internet Retailing: Value 2013-2018
Table 119 Food and Drink Internet Retailing: % Value Growth 2013-2018
Table 120 Food and Drink Internet Retailing: % Value Growth 2016-2017
Table 121 Food and Drink Internet Retailing Forecasts: Value 2018-2023
Table 122 Food and Drink Internet Retailing Forecasts: % Value Growth 2018-2023

Health and Beauty Specialist Retailers in Nigeria

HEADLINES

PROSPECTS

Strong growth expected over the forecast period

Sales boosted by increasing health awareness

Young adult female population drives sales of beauty specialists

COMPETITIVE LANDSCAPE

Essenza leads health and beauty specialist retailers

Health Plus leads drugstores/parapharmacies

Growing competition from supermarkets and hypermarkets

CHANNEL DATA

Table 123 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 124 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 125 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 126 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 127 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 128 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 129 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 130 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 131 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 132 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 133 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 134 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Home and Garden Specialist Retailers in Nigeria

HEADLINES

PROSPECTS

Strong economic growth over the forecast period to drive sales

Growing urban population helps support sales

New homeowners to help drive the channel

COMPETITIVE LANDSCAPE

Vitafoam Nigeria remains the leading player

Mouka Foam ranks second

Branded versus unbranded products

CHANNEL DATA

Table 135 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 136 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 137 Sales in Home and Garden Specialist Retailers by Channel: Value 2013-2018
Table 138 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2013-2018
Table 139 Home and Garden Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 140 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 141 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 142 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 143 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 144 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 145 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2018-2023
Table 146 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2018-2023

Homeshopping in Nigeria

PROSPECTS

Hypermarkets in Nigeria

HEADLINES

PROSPECTS

Fast pace of outlet openings expected to continue over the forecast period

Stable economy to support stronger growth

Hypermarket concept attracts consumers

COMPETITIVE LANDSCAPE

Shoprite continues to dominate the channel

Next Cash & Carry the only other operator present

Hypermarkets setting the pace for other modern grocery retailers

CHANNEL DATA

Table 147 Hypermarkets: Value Sales, Outlets and Selling Space 2013-2018
Table 148 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 149 Hypermarkets GBO Company Shares: % Value 2014-2018
Table 150 Hypermarkets GBN Brand Shares: % Value 2015-2018
Table 151 Hypermarkets LBN Brand Shares: Outlets 2015-2018
Table 152 Hypermarkets LBN Brand Shares: Selling Space 2015-2018
Table 153 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 154 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Internet Retailing in Nigeria

HEADLINES

PROSPECTS

Consumer confidence the key to growth

Channel benefiting from a growing number of smartphone users with internet access

Economic growth to drive the channel’s further development

COMPETITIVE LANDSCAPE

Jumia Nigeria remains the leading online platform

Offline retailing poses a challenge

Growing competition from cross-border internet retailers

CHANNEL DATA

Table 155 Internet Retailing by Category: Value 2013-2018
Table 156 Internet Retailing by Category: % Value Growth 2013-2018
Table 157 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 158 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 159 Internet Retailing Forecasts by Category: Value 2018-2023
Table 160 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mobile Internet Retailing in Nigeria

HEADLINES

PROSPECTS

Strong growth predicted over the forecast period

Affordability of smartphones and tablets

Sales largely driven by the young adult population

COMPETITIVE LANDSCAPE

Jumia Nigeria leads the channel

CHANNEL DATA

Table 161 Mobile Internet Retailing: Value 2013-2018
Table 162 Mobile Internet Retailing: % Value Growth 2013-2018
Table 163 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 164 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Supermarkets in Nigeria

HEADLINES

PROSPECTS

Increasing urban population drives growth

Supermarkets attract investment

Price stability to drive sales growth

COMPETITIVE LANDSCAPE

Spar remains the leading supermarket brand

Goodies Supermarket ranks second

Channel characterised by stiff competition

CHANNEL DATA

Table 165 Supermarkets: Value Sales, Outlets and Selling Space 2013-2018
Table 166 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 167 Supermarkets GBO Company Shares: % Value 2014-2018
Table 168 Supermarkets GBN Brand Shares: % Value 2015-2018
Table 169 Supermarkets LBN Brand Shares: Outlets 2015-2018
Table 170 Supermarkets LBN Brand Shares: Selling Space 2015-2018
Table 171 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 172 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Traditional Grocery Retailers in Nigeria

HEADLINES

PROSPECTS

Increasing population supports the growth of traditional grocery retailers

Shift to modern grocery retailing impacting the channel

Lack of capital attracts micro businesses to the channel

COMPETITIVE LANDSCAPE

Channel remains very fragmented

Strong competition from modern grocery retailers

CHANNEL DATA

Table 173 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 174 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 175 Sales in Traditional Grocery Retailers by Channel: Value 2013-2018
Table 176 Sales in Traditional Grocery Retailers by Channel: % Value Growth 2013-2018
Table 177 Traditional Grocery Retailers Outlets by Channel: Units 2013-2018
Table 178 Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 179 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 180 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 181 Forecast Sales in Traditional Grocery Retailers by Channel: Value 2018-2023
Table 182 Forecast Sales in Traditional Grocery Retailers by Channel: % Value Growth 2018-2023
Table 183 Forecast Traditional Grocery Retailers Outlets by Channel: Units 2018-2023
Table 184 Forecast Traditional Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Variety Stores in Nigeria

HEADLINES

PROSPECTS

Variety stores a newly emerging channel in Nigeria

Outlet expansion anticipated

Increasing young adult population drives growth

COMPETITIVE LANDSCAPE

Miniso Nigeria assumes leadership of the channel in 2018

Yudala loses its leading position

Ongoing expansion

CHANNEL DATA

Table 185 Variety Stores: Value Sales, Outlets and Selling Space 2013-2018
Table 186 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2018
Table 187 Variety Stores GBO Company Shares: % Value 2014-2018
Table 188 Variety Stores GBN Brand Shares: % Value 2015-2018
Table 189 Variety Stores LBN Brand Shares: Outlets 2015-2018
Table 190 Variety Stores LBN Brand Shares: Selling Space 2015-2018
Table 191 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 192 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Vending in Nigeria

HEADLINES

PROSPECTS

Vending still an emerging channel

Improved visibility key to growth

COMPETITIVE LANDSCAPE

Citiserve remains the only player present

Consumers satisfied with other retail channels

CHANNEL DATA

Table 193 Vending by Category: Value 2013-2018
Table 194 Vending by Category: % Value Growth 2013-2018
Table 195 Vending GBO Company Shares: % Value 2014-2018
Table 196 Vending GBN Brand Shares: % Value 2015-2018
Table 197 Vending Forecasts by Category: Value 2018-2023
Table 198 Vending Forecasts by Category: % Value Growth 2018-2023

Warehouse Clubs in Nigeria

PROSPECTS

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