Executive Summary

Mar 2019
PROSPECTS
Wipes to grow well as the Nigerian economy recovers

Over the review period wipes recorded strong growth, mainly due to increased demand for task-specific brands. Whilst poor economic conditions resulted in consumers moving to alternatives such as water, napkins and handkerchiefs, the category has scope for growth over the forecast period.

Baby wipes drives overall growth

Baby wipes is key to overall growth for wipes in Nigeria. Where other categories remain niche, baby wipes is the largest and recorded strong growth in 2018.

Other wipes categories expected to grow well

Other wipes categories are also expected to grow well, albeit from a low base. Homecare wipes and floor cleaning systems are expected to enjoy demand as consumers with growing incomes seek more sophisticated products for their (more expensive) homes.

COMPETITIVE LANDSCAPE
Local player, Wemy Industries, continues to lead despite tough international competition

The category is characterised by international brands, although a domestic company, Wemy Industries, led wipes in 2018 by providing a range of good-quality products at affordable prices. Whilst multinational brands such as Pampers and Huggies are traditionally well known, they are suffering from price competition from smaller brands imported mainly from Asia, especially Angel, which held second position in the category in 2018.

Price expected to remain stable over the forecast period

Following steep price increases in 2016 due to the depreciation of the local currency, average unit prices are steadying with a more stable exchange rate. Over the forecast period, it is expected that price competition will thrive as more players enter the category, mainly in the low end of the spectrum.

Molfix enters baby wipes

As predicted, the most dynamic brand in nappies/diapers/pants, Molfix, entered wipes in 2018 with Molfix Baby Wipes With Baby Lotion. Molfix rapidly took the lead within nappies/diapers through price discounting for a strong quality product and incentives for distributors and is likely to adopt the same strategy within wipes to make Molfix a significant brand.

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Wipes in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Nigeria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wipes in Nigeria?
  • What are the major brands in Nigeria?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Wipes in Nigeria - Category analysis

HEADLINES

PROSPECTS

Wipes to grow well as the Nigerian economy recovers
Baby wipes drives overall growth
Other wipes categories expected to grow well

COMPETITIVE LANDSCAPE

Local player, Wemy Industries, continues to lead despite tough international competition
Price expected to remain stable over the forecast period
Molfix enters baby wipes

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2013-2018
Table 2 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 5 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

Tissue and Hygiene in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene is far from mature with room to grow
Economic recovery and low unit price growth boosts demand in 2018
Tough competitive environment in 2018
Modern grocery retailers continues to increase its share
Robust growth expected

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources