Home Care in Nigeria

Abstract
Overall, the performance for home care was muted in 2022. While there was double-digit current value growth, constant value growth was minimal and volume growth was also muted, as continuing soaring inflation hit consumer purchasing power. Also, the Nigerian oil industry did not benefit as much as it could from elevated global oil prices as output was low due to infrastructure deficiencies and on the other hand, the economy was negatively impacted by elevated global gas and food prices. In addit...

Euromonitor International's Home Care in Nigeria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

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

Why buy this report?
* Get a detailed picture of the Home Care 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.

Content
Home Care in Nigeria
January 2023

List Of Contents And Tables

HOME CARE IN NIGERIA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Distribution of Home Care by Format: % Value 2017-2022
Table 7 Distribution of Home Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Home Care by Category: Value 2022-2027
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Muted volume growth in 2022 as inflation bites
Eko Supreme Nigeria retains its lead in 2022 thanks to strong marketing and affordable products
Hand wash detergents continue to dominate laundry care
PROSPECTS AND OPPORTUNITIES
Moderate growth over forecast period
Automatic detergents continue to face barrier of low appliance penetration
Handwash detergents drive innovation
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2017-2022
Table 12 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 13 Sales of Laundry Aids by Category: Value 2017-2022
Table 14 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 15 Sales of Laundry Detergents by Category: Value 2017-2022
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 18 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 19 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 20 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 21 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 23 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Muted volume growth in 2022 as inflation bites
Global players losing value share as consumer look for affordability
Hand dishwashing dominates dishwashing
PROSPECTS AND OPPORTUNITIES
Muted growth over forecast period
Automatic detergents continue to face barrier of low appliance penetration
Increased competition over forecast period
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2017-2022
Table 27 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 28 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 29 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 30 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Volume decline in 2022 as inflation bites
Reckitt Benckiser maintains its lead with its strong Dettol brand
Consumers’ continued focus on preventative hygiene drives demand for home care disinfectants
PROSPECTS AND OPPORTUNITIES
Moderate outlook over forecast period
Growth set to be driven by increasing availability of cheaper domestic brands
Consumers look for economies of scale
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2017-2022
Table 33 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 34 NBO Company Shares of Surface Care: % Value 2018-2022
Table 35 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 36 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach benefits from high inflation, with consumers trading down from products such as surface and toilet care
Competition also continues to spur the good performance of bleach
Little innovation within bleach
PROSPECTS AND OPPORTUNITIES
Positive outlook over forecast period
Stain removing properties of bleach continue to support volume sales
Players diversify in terms of product sizes, formats and scent
CATEGORY DATA
Table 38 Sales of Bleach: Value 2017-2022
Table 39 Sales of Bleach: % Value Growth 2017-2022
Table 40 NBO Company Shares of Bleach: % Value 2018-2022
Table 41 LBN Brand Shares of Bleach: % Value 2019-2022
Table 42 Forecast Sales of Bleach: Value 2022-2027
Table 43 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Minimal volume growth in 2022 as inflation bites
Harpic launches a sachet format for cash-strapped consumers
Toilet liquids/foam the only significant product within toilet care
PROSPECTS AND OPPORTUNITIES
Rosey outlook over forecast period
Toilet liquids/foams continues to be the most popular product, due to affordability
Fragrance an increasingly important attribute
CATEGORY DATA
Table 44 Sales of Toilet Care by Category: Value 2017-2022
Table 45 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 46 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 47 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 48 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Minimal volume growth in 2022 as inflation bites
Growing popularity of more casual shoes dampens volume sales
Turkish brand Silver Shoe Cream strongest performer, as consumers appreciate its affordability
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth over forecast period
Potential of floor polish with the increasing use of tiles and modern floors
Growing urbanisation to benefit furniture polish
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2017-2022
Table 51 Sales of Polishes by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Polishes: % Value 2018-2022
Table 53 LBN Brand Shares of Polishes: % Value 2019-2022
Table 54 Forecast Sales of Polishes by Category: Value 2022-2027
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Minimal volume growth in 2022 as inflation bites
Multinationals maintain their lead despite share loss in 2022
Spray/aerosol air fresheners remain the most popular option
PROSPECTS AND OPPORTUNITIES
Moderate growth over forecast period
Spray/aerosol formats remain dominant, though consumers increasingly concerned about its negative side effects
Evolving retail industry set to improve consumer awareness
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2017-2022
Table 57 Sales of Air Care by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Air Care: % Value 2018-2022
Table 59 LBN Brand Shares of Air Care: % Value 2019-2022
Table 60 Forecast Sales of Air Care by Category: Value 2022-2027
Table 61 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued prevalence of malaria-carrying mosquitoes support volume sales
Leading companies under increasing pressure from smaller players in 2022
Affordable insecticide coils see the best performance due to weakened spending power
PROSPECTS AND OPPORTUNITIES
Positive growth due to continued prevalence of malaria-carrying mosquitoes
Electric insecticides will see some growth, though erratic electricity supply continues to be a barrier
Consumers more concerned about toxic ingredients
CATEGORY DATA
Table 62 Sales of Home Insecticides by Category: Value 2017-2022
Table 63 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 64 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 65 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 66 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 67 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027