The economic shock of COVID-19 on the retail current value sales of sanitary protection was more than outweighed by a growing awareness of menstrual hygiene among Nigerian women. With many women seeing their disposable incomes significantly reduced due to the pandemic, some of them – particularly those on lower incomes – reduced the number of towels/tampons they used daily, while others turned to tissue paper as an alternative.
2020 also saw a significant increase in the unit price of sanitary protection. A sharp decline in the foreign-exchange value of the naira pushed up raw material costs.
While Procter & Gamble Nigeria Ltd continues to dominate sanitary protection in terms of retail value share, local brands are growing in prominence. The likes of Diva, Lady Soft and LadyCare are usually significantly cheaper than their international counterparts, and their quality has steadily improved over the course of the review period.
The rate of growth in retail current value sales of sanitary protection will remain robust during the forecast period. Population growth, urbanisation and rising awareness of the importance of menstrual health will be the main drivers of this, in addition to the economic rebound that is likely to occur as the threat posed by COVID-19 begins to fade.
Local players will continue to grow in importance in sanitary protection during the forecast period, as the quality of their products continues to improve and their marketing efforts help to boost consumer awareness of their brands. As a result, the retail value share of Procter & Gamble Nigeria Ltd’s Always brand is likely to come under renewed pressure.
2020 saw the emergence of e-commerce in sanitary protection, as some consumers reacted to COVID-19 restrictions by shopping online more. Jumia Technologies AG – one of the main players in e-commerce in Nigeria – agreed a partnership with Procter & Gamble Nigeria Ltd in April 2020 to sell its products – including Always – through the former’s e-commerce marketplace.
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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 report originates from Passport, our Sanitary Protection research and analysis database.
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