Being more discreet and comfortable, slim/thin/ultra-thin towels are increasingly preferred by many local female consumers. Strong urban growth has seen an increase in the number of women leading busy lifestyles.
Despite experiencing a decline in value share, in 2021 Proctor & Gamble Nigeria Ltd continued to dominate sanitary protection in the country. Its strong brand Always is often the first choice for many consumers.
In 2020, Hayat Kimya Nigeria added new SKUs to its Molped portfolio including its Molped super value pack. Molped pantyliners were launched in 2021 and are offered in several variants; First and Last Days; Intense Protection; Everyday Freshness; and Pure & Soft.
Sanitary protection in Nigeria is expected to perform better over the forecast period when compared to the review period. This is because growth in the urban population will lead to a rise in the number of women with busy lifestyles who use sanitary protection.
Despite a further increase in the average unit price in 2021, competitive activities from manufacturers supported by marketing campaigns are expected to drive demand for sanitary protection over the forecast period. Competition is also expected to push manufacturers to create new innovative products or expand their brand portfolios to meet the needs of local consumers.
Whilst consumers in the northern regions of Nigeria traditionally prefer towels without wings due to their conservative nature, this is changing as urbanisation in the country increases. Therefore, many consumers now prefer towels with wings due to perceptions of greater comfort and convenience, while there are also fewer brands available that offer options without wings.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page