Vacuum Cleaners in Nigeria

PROSPECTS

Vacuum cleaners remain an appliance for affluent customers, seen as non-essential by many Nigerian consumers

Vacuum cleaners remain to be seen as a non-essential appliance, as most Nigerians continue to use traditional hand methods of cleaning. Many also view vacuum cleaners as a product restricted for affluent consumers with large houses.

Intense competition amongst players leads to competitive price-points across the forecast period

Vacuum cleaners had high average unit prices over the review period, which are set to continue increasing over the forecast period. Increased demand is also expected as price-sensitive consumers enjoy higher disposable incomes and weigh the benefits of traditional cleaning methods against using vacuum cleaners.

An increase in awareness and heightened promotional activity is set to drive growth over the forecast period

Although vacuum cleaners held a low presence in Nigerian households in 2019, this is expected to change over the forecast period as mid- to high-income consumers become more knowledgeable and tempted by the benefits of vacuum cleaners. Increased awareness driven by heightened promotional activity and product demonstrations in traditional retailing channels were all used in 2019, to increase volume sales.

COMPETITIVE LANDSCAPE

Panaserv Nigeria Ltd retains its leadership in 2019, with established offering Panasonic having high consumer awareness

Panasonic from Panaserv Nigeria continued to lead vacuum cleaners in 2019, benefiting from its popularity amongst consumers who can afford to purchase the appliances. The consistent quality of Panasonic across consumer appliances in Nigeria has resulted in high levels of recognition among the affluent society in the country.

Pricerite Nigeria strengthens its second-place position, popular for its reliable quality and positive reputation

In 2019, Kenwood from Pricerite Nigeria retained its second-placed position in vacuum cleaners, gaining further retail volume share compared to 2018. Kenwood is a popular household name in consumer appliances due to its strong quality and reputation.

Electronics and appliance specialist retailers lead, as internet retailing continues to become more popular

Internet retailing continued to grow in 2019, as Nigerians become more comfortable purchasing popular brands such as Kenwood and Panasonic, online. Increased promotional activities and discounted prices offered by major players from this channel such as Jumia and Konga, were high in 2019.

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