Home Care in Nigeria

HOME CARE IN NIGERIA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Increase in the Urban, Youth and Middle-class Populations Drives Growth of Home Care

Localised Service Approach A Trademark of the Nigerian Market

Domestic and International Brands Perform Well Despite Limited Consumer Disposable Incomes

New Product Developments

A Number of Challenges May Hamper Growth, While Technological Advances Bode Well for Home Care

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Distribution of Home Care by Format: % Value 2013-2018

Table 7 Distribution of Home Care by Format and Category: % Value 2018

Table 8 Forecast Sales of Home Care by Category: Value 2018-2023

Table 9 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Strong Prospects for Air Care As the Middle Class Grows

Gel Air Fresheners Continue To Gain Consumer Acceptance

Electric Air Fresheners Continues To Perform Well From A Low Base

Competitive Landscape

Innovation As A Differentiator

Ubranded Products Gain Traction

Multinationals Continue To Benefit From Their Established Brands

Category Data

Table 10 Sales of Air Care by Category: Value 2013-2018

Table 11 Sales of Air Care by Category: % Value Growth 2013-2018

Table 12 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 13 NBO Company Shares of Air Care: % Value 2014-2018

Table 14 LBN Brand Shares of Air Care: % Value 2015-2018

Table 15 Forecast Sales of Air Care by Category: Value 2018-2023

Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Multi-purpose Use of Bleach Supports Growth

Bleach Remains An Effective Disinfectant

Bulk Buying Versus Sachets Based on Consumer Preferences

Competitive Landscape

Consumers Willing To Trade Down To Cheaper Alternatives

A Domestic Player Leads Bleach in Nigeria

Forecast Period Looking Positive for Domestic Players

Category Data

Table 17 Sales of Bleach: Value 2013-2018

Table 18 Sales of Bleach: % Value Growth 2013-2018

Table 19 NBO Company Shares of Bleach: % Value 2014-2018

Table 20 LBN Brand Shares of Bleach: % Value 2015-2018

Table 21 Forecast Sales of Bleach: Value 2018-2023

Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Dishwashing Targets Two Significant Consumer Segements

Increased Oppertunities for Domestic Players

Hand Dishwashing Methods Remain Prevalent

Competitive Landscape

Brand Recognition Aided by Direct Selling Innitiatives

Localised Approach To Increase Sales

Fringe Products Gain Share

Category Indicators

Table 23 Household Possession of Dishwashers 2013-2018

Category Data

Table 24 Sales of Dishwashing by Category: Value 2013-2018

Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Threat of Malaria Leads To Increased Adoption of Home Insecticides

Sales Heavily Dependent on Location

Brand Repositions From Outdoor Insect Repellents To Indoor Home Insecticides

Competitive Landscape

Unbranded Products Popular

Home Insecticide Manufacturers Repositioning To Meet Changing Market Challenges

Home Insecticide Consumers Support Local Brands

Category Data

Table 30 Sales of Home Insecticides by Category: Value 2013-2018

Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 32 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 33 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 34 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 35 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 36 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Laundry Care Continues To Grow Despite Consumers Remaining Price Sensitive

Slow Increases in the Penetration of Washing Machines Offers Potential

Multi-purpose Detergents Gain Share Due To Specific Consumer Preferences

Competitive Landscape

Brands Compete To Retain Share

Domestic Players Continue To Make Significant Gains

Further New Brands Expected in Bar Detergents Over the Forecast Period

Category Indicators

Table 37 Household Possession of Washing Machines 2013-2018

Category Data

Table 38 Sales of Laundry Care by Category: Value 2013-2018

Table 39 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 40 Sales of Laundry Aids by Category: Value 2013-2018

Table 41 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 42 Sales of Laundry Detergents by Category: Value 2013-2018

Table 43 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 44 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 45 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 46 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 47 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 48 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 49 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 50 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 51 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Mobile Shoe Shiners Continue To Contribute To Sales

Demand for Shoe Polish Continues As More Conusmers Move To Urban Areas

Floor and Furniture Polish Enjoy Limited Popularity

Competitive Landscape

Kiwi Continues To Build on Its Strong Repuation

Wide Product Penetration Due To the Success of Leading Brands

International Brands Continue To Lead

Category Data

Table 52 Sales of Polishes by Category: Value 2013-2018

Table 53 Sales of Polishes by Category: % Value Growth 2013-2018

Table 54 NBO Company Shares of Polishes: % Value 2014-2018

Table 55 LBN Brand Shares of Polishes: % Value 2015-2018

Table 56 Forecast Sales of Polishes by Category: Value 2018-2023

Table 57 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Growth in Urban Lifestyles Boosts Surface Care

Households Increasingly Strive for Neat and Tidy Environments

Multi-purpose Products Also Used for Surface Care

Competitive Landscape

Product Diversification Bodes Well for Surface Care

International Players Continue To Lead

Multi-purpose Cleaners Utilised for A Number of Surface Care Needs

Category Data

Table 58 Sales of Surface Care by Category: Value 2013-2018

Table 59 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 62 NBO Company Shares of Surface Care: % Value 2014-2018

Table 63 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 64 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 65 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Increasing Hygiene Awareness and Sanitary Standards Bode Well for Toilet Care

Increased Competition From Domestic Brands and Alternative Products

Growth in Urban Lifestyles Has A Positive Effect on Toilet Care

Competitive Landscape

Harpic Remains the Leading Brand

Domestic Player, Multipro Enterprises, A Strong Competitor With Its Hypo Bleach

Threats To Future Performance From Alternative Product Offerings

Category Data

Table 66 Sales of Toilet Care by Category: Value 2013-2018

Table 67 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 68 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 69 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 70 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 71 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023