Vacuum Cleaners in Nigeria

PROSPECTS

Increase in marketing campaigns to stimulate growth

Vacuum cleaners hold a low presence in Nigerian households, but this is expected to change over the forecast period as mid- to high-income consumers are enlightened by the benefits of these appliances. The category remains expensive, enjoying support mostly from upper-income groups.

Stick vacuum cleaners gaining in popularity

Stick vacuum cleaners are known to be expensive, but they are growing in popularity due to their multipurpose function as a stick and handheld format. It was one of the most in demand formats as high-income consumers continued to purchase these appliances based on their benefits.

Strong competition amongst players

The category was known for high average unit prices over the review period, although the stability of the economy and steep competition amongst players for share are expected to bring about a decline in prices over the forecast period in value terms (at constant 2018 prices), although in current terms steady growth is predicted. Increased demand is also expected as price-sensitive consumers enjoy greater disposable incomes and weigh the benefits of traditional cleaning methods against using vacuum cleaners.

COMPETITIVE LANDSCAPE

Panaserv Nigeria Ltd retains leadership

Panasonic from Panaserv Nigeria continued to lead vacuum cleaners due to its popularity amongst consumers who can afford these appliances. The consistent quality of the brand across consumer appliances in Nigeria has resulted in high levels of brand recognition among the affluent society in the country, comprising the predominant users of vacuum cleaners in Nigerian households.

Pricerite Nigeria strengthens second position

Kenwood from Pricerite Nigeria retained its second position in vacuum cleaners, managing to gain further retail volume share among various fragmented players in this category. The brand is also a popular household name in consumer appliances due to its strong quality and reputation.

Internet retailing dominates distribution

Vacuum cleaners displayed low shelf-space in leading electronics and appliance specialist retailers in Nigeria. Instead, this category is increasingly promoted via internet retailing.

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