Sanitary protection is far from mature in Nigeria, with low per capita usage among 12 to 54-year-old women in 2018. Despite a large and rapidly growing population of women of menstruating age, high poverty levels mean these products remain unaffordable to many.
Due to the low rate of usage of sanitary protection, organisations such as UNICEF are carrying out awareness raising activities, which include giving out free sanitary protection products. One key barrier to the usage of disposable sanitary towels is the belief that when disposed of they are taken by people who use them for blood rituals and sacrifice.
Due to higher prices, tampons remains niche in Nigeria albeit with good scope for growth over the forecast period as incomes increase. Rising awareness of their greater effectiveness through company activities is also likely to lead to greater demand.
Procter & Gamble Nigeria led sanitary protection in 2018 with a dominant retail value share, largely due to its Always/Whisper brand. The company also owns the Tampax brand which is a more premium product with a growing presence in distribution.
Due to challenging economic conditions, there were few new product developments within the category in Nigeria in 2017/2018. The major new product development was of Angel Pantyliners With Anion Chips and Angel Ultra Slim Pads With Anion Chips by Globe Spinning Mills Nigeria.
Companies continue to develop and improve their products to encourage increased usage. Often, these new improved products are used to justify price increases compared to other, lower-quality products, whilst smaller players continue to promote and position their products based on affordability rather than product superiority.
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This industry report originates from Passport, our Tissue and Hygiene market research database.