In 2021, toilet care has seen a modest recovery having declined in 2020 as consumers sought cheaper options, including bleach, detergents or even other surface care products, for their toilet care needs. Whilst economic conditions in the country remain tough and limit consumers’ ability to purchase toilet care products, growing urbanisation has helped to drive a slight increase in volume sales in the year.
Growing competition spurred by a wider variety of both cheaper and value added brands has also helped the recovery of toilet care. With a competitive landscape traditionally constituted of very few brands led by Harpic and Hypo Toilet Cleaner, since 2019 a range of locally produced brands have joined in competition, including Sani Fresh, Spark Classic, Limpo Clean, and Kleanmate.
Toilet liquids remained the only category with a significant presence in Nigeria in 2021, with the weak economy still making niche products such as rim blocks and toilet care tablets/powders unattractive. Depreciation of the local currency has also put the price of such imported products out of the reach of the vast majority of consumers.
With growing urbanisation alongside a recovery in the economy over the forecast period, the demand for toilet care products is expected to increase. A growing middle class population and the quite fast pace of property development in the major cities, such as Lagos, Port Harcour and Abuja, will push demand for modern toilets and therefore specific toilet care products as opposed to generic cleaning products like bleach.
Growing competition from local brands which began to be significant from 2019 is expected to boost toilet care demand, particularly towards lower income consumers. Greater diversity in products and pricing within the major category of toilet liquids over the forecast period will help to drive both volume and value growth.
Strong economic growth is also expected to boost demand for niche categories such as rim blocks and in-cistern devices amongst the middle and upper income population. Such products are expected to see a small (but growing) consumer base as the economy recovers, with middle to upper income consumers interested in time saving and highly efficient toilet care products.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.See All of Our Definitions
This report originates from Passport, our Toilet Care research and analysis database.
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