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Direct Selling in Nigeria

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DIRECT SELLING IN NIGERIA

    Euromonitor International

      February 2019

        LIST OF CONTENTS AND TABLES

          Headlines

            Prospects

              Increasing Internet Usage Helps Drive Sales

                Channel Growth Driven by An Increasing Middle-class Population

                  Economic Growth To Help Drive Sales Over the Forecast Period

                    Competitive Landscape

                      Forever Living Products Remains the Leading Player

                        Fairly New Entrant Oriflame Ranks Second

                          Strong Competition From Health and Beauty Specialist Retailers

                            Channel Data

                              Table 1 Direct Selling by Category: Value 2013-2018

                                Table 2 Direct Selling by Category: % Value Growth 2013-2018

                                  Table 3 Direct Selling GBO Company Shares: % Value 2014-2018

                                    Table 4 Direct Selling GBN Brand Shares: % Value 2015-2018

                                      Table 5 Direct Selling Forecasts by Category: Value 2018-2023

                                        Table 6 Direct Selling Forecasts by Category: % Value Growth 2018-2023

                                          Executive Summary

                                            Retailing in Nigeria Registers Slow Growth in Value Terms at Constant 2018 Prices

                                              Modern Grocery Retailing Continues To Grow

                                                Longer Opening Hours Support the Growth of Retailing in Nigeria

                                                  Tech-savvy Young Adult Population Spurs Modernisation in Retail

                                                    Solid Growth Expected Over the Forecast Period

                                                      Operating Environment

                                                        Informal Retailing

                                                          Opening Hours

                                                            Summary 1 Standard Opening Hours by Channel Type

                                                              Physical Retail Landscape

                                                                Cash and Carry

                                                                  Seasonality

                                                                    Payments and Delivery

                                                                      Emerging Business Models

                                                                        Market Data

                                                                          Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018

                                                                            Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018

                                                                              Table 9 Sales in Store-based Retailing by Channel: Value 2013-2018

                                                                                Table 10 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018

                                                                                  Table 11 Store-based Retailing Outlets by Channel: Units 2013-2018

                                                                                    Table 12 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018

                                                                                      Table 13 Sales in Non-Store Retailing by Channel: Value 2013-2018

                                                                                        Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018

                                                                                          Table 15 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018

                                                                                            Table 16 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018

                                                                                              Table 17 Sales in Grocery Retailers by Channel: Value 2013-2018

                                                                                                Table 18 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018

                                                                                                  Table 19 Grocery Retailers Outlets by Channel: Units 2013-2018

                                                                                                    Table 20 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018

                                                                                                      Table 21 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018

                                                                                                        Table 22 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018

                                                                                                          Table 23 Sales in Non-Grocery Specialists by Channel: Value 2013-2018

                                                                                                            Table 24 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018

                                                                                                              Table 25 Non-Grocery Specialists Outlets by Channel: Units 2013-2018

                                                                                                                Table 26 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018

                                                                                                                  Table 27 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018

                                                                                                                    Table 28 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018

                                                                                                                      Table 29 Sales in Mixed Retailers by Channel: Value 2013-2018

                                                                                                                        Table 30 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018

                                                                                                                          Table 31 Mixed Retailers Outlets by Channel: Units 2013-2018

                                                                                                                            Table 32 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018

                                                                                                                              Table 33 Retailing GBO Company Shares: % Value 2014-2018

                                                                                                                                Table 34 Retailing GBN Brand Shares: % Value 2015-2018

                                                                                                                                  Table 35 Store-based Retailing GBO Company Shares: % Value 2014-2018

                                                                                                                                    Table 36 Store-based Retailing GBN Brand Shares: % Value 2015-2018

                                                                                                                                      Table 37 Store-based Retailing LBN Brand Shares: Outlets 2015-2018

                                                                                                                                        Table 38 Non-Store Retailing GBO Company Shares: % Value 2014-2018

                                                                                                                                          Table 39 Non-Store Retailing GBN Brand Shares: % Value 2015-2018

                                                                                                                                            Table 40 Grocery Retailers GBO Company Shares: % Value 2014-2018

                                                                                                                                              Table 41 Grocery Retailers GBN Brand Shares: % Value 2015-2018

                                                                                                                                                Table 42 Grocery Retailers LBN Brand Shares: Outlets 2015-2018

                                                                                                                                                  Table 43 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018

                                                                                                                                                    Table 44 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018

                                                                                                                                                      Table 45 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018

                                                                                                                                                        Table 46 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018

                                                                                                                                                          Table 47 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018

                                                                                                                                                            Table 48 Mixed Retailers GBO Company Shares: % Value 2014-2018

                                                                                                                                                              Table 49 Mixed Retailers GBN Brand Shares: % Value 2015-2018

                                                                                                                                                                Table 50 Mixed Retailers LBN Brand Shares: Outlets 2015-2018

                                                                                                                                                                  Table 51 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018

                                                                                                                                                                    Table 52 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023

                                                                                                                                                                      Table 53 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023

                                                                                                                                                                        Table 54 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023

                                                                                                                                                                          Table 55 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023

                                                                                                                                                                            Table 56 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023

                                                                                                                                                                              Table 57 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023

                                                                                                                                                                                Table 58 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023

                                                                                                                                                                                  Table 59 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023

                                                                                                                                                                                    Table 60 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023

                                                                                                                                                                                      Table 61 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

                                                                                                                                                                                        Table 62 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023

                                                                                                                                                                                          Table 63 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023

                                                                                                                                                                                            Table 64 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023

                                                                                                                                                                                              Table 65 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

                                                                                                                                                                                                Table 66 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023

                                                                                                                                                                                                  Table 67 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

                                                                                                                                                                                                    Table 68 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023

                                                                                                                                                                                                      Table 69 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023

                                                                                                                                                                                                        Table 70 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023

                                                                                                                                                                                                          Table 71 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

                                                                                                                                                                                                            Table 72 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023

                                                                                                                                                                                                              Table 73 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

                                                                                                                                                                                                                Table 74 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023

                                                                                                                                                                                                                  Table 75 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023

                                                                                                                                                                                                                    Table 76 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023

                                                                                                                                                                                                                      Table 77 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

                                                                                                                                                                                                                        Definitions

                                                                                                                                                                                                                          Sources

                                                                                                                                                                                                                            Summary 2 Research Sources

                                                                                                                                                                                                                            The number of internet users in Nigeria is increasing sharply and helped to support the growth of the direct selling channel in 2018. Direct sellers are taking advantage of the increasing online traffic to promote their products. In addition, networking through social media sites has continued to help grow this channel. Platforms such as Facebook and WhatsApp have proved an effective way to promote direct sales, with information and awareness being spread through various groups.

                                                                                                                                                                                                                            Euromonitor International's Direct Selling in Nigeria report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

                                                                                                                                                                                                                            Product coverage: Apparel and Footwear Direct Selling, Beauty and Personal Care Direct Selling, Consumer Appliances Direct Selling, Consumer Electronics Direct Selling, Consumer Health Direct Selling, Food and Drink Direct Selling, Home Care Direct Selling, Home Improvement and Gardening Direct Selling, Homewares and Home Furnishings Direct Selling, Media Products Direct Selling, Other Direct Selling, Personal Accessories and Eyewear Direct Selling, Pet Care Direct Selling, Traditional Toys and Games Direct Selling, Video Games Hardware Direct Selling.

                                                                                                                                                                                                                            Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

                                                                                                                                                                                                                            Why buy this report?
                                                                                                                                                                                                                            * Get a detailed picture of the Direct Selling market;
                                                                                                                                                                                                                            * Pinpoint growth sectors and identify factors driving change;
                                                                                                                                                                                                                            * Understand the competitive environment, the market’s major players and leading brands;
                                                                                                                                                                                                                            * Use five-year forecasts to assess how the market is predicted to develop.

                                                                                                                                                                                                                            Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

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