Executive Summary

Mar 2019
PROSPECTS
Still far from mature, sanitary protection has room for growth

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.

Investing in increasing awareness key to boosting demand

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.

Tampons remains niche but with scope to grow

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.

COMPETITIVE LANDSCAPE
Procter & Gamble leads but struggles through challenging economic conditions

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.

Introduction of Anion-based product

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.

New product development versus affordability

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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Sanitary Protection in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Nigeria?
  • What are the major brands in Nigeria?
  • What are the key new product launches in the sanitary protection market?

Why buy this report?

  • 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

This industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in Nigeria - Category analysis

HEADLINES

PROSPECTS

Still far from mature, sanitary protection has room for growth
Investing in increasing awareness key to boosting demand
Tampons remains niche but with scope to grow

COMPETITIVE LANDSCAPE

Procter & Gamble leads but struggles through challenging economic conditions
Introduction of Anion-based product
New product development versus affordability

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene is far from mature with room to grow
Economic recovery and low unit price growth boosts demand in 2018
Tough competitive environment in 2018
Modern grocery retailers continues to increase its share
Robust growth expected

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources