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.

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