Tissue and Hygiene in Nigeria

Abstract
Performance for tissue and hygiene categories was negatively impacted by inflation in 2022, which limited consumer spending power and led to a rise in unit prices. Most categories either declined in volume or saw only weak volume growth but current retail value increased on the back of price hikes. Hygiene categories performed better than tissue categories as a result of being considered being more essential and an increase in the urban population. Growth in the baby population benefited nappies...

Euromonitor International's Tissue and Hygiene in Nigeria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, 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, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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
Tissue and Hygiene in Nigeria
March 2023

List Of Contents And Tables

TISSUE AND HYGIENE IN NIGERIA
EXECUTIVE SUMMARY
Tissue and hygiene in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sanitary protection is impacted by inflation and poor economic conditions in 2022
Intense competition among brands tempers increases in average unit prices
Slim/thin-ultra-thin towels see dynamic performance as the number of working women increases
PROSPECTS AND OPPORTUNITIES
Sanitary protection is not yet mature and has further scope for growth
Brand competition will drive affordability and innovation in the coming years
Campaigns from health bodies and non-governmental organisations will boost awareness
CATEGORY DATA
Table 18 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 20 Retail Sales of Tampons by Application Format: % Value 2017-2022
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027
NAPPIES/DIAPERS/PANTS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inflation impacts consumer spending power but population growth boosts demand
Price competition helps to minimise unit price increases in 2022
Standard nappies/diapers performance best, but disposable pants sees volume decline
PROSPECTS AND OPPORTUNITIES
Still immature, nappies/diapers/pants has good scope for growth
Strong company competition is expected to drive growth further
Disposable pants is expected to benefit from greater economic stability in the years ahead
CATEGORY DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027
RETAIL ADULT INCONTINENCE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growing elderly population and awareness drives positive volume growth in 2022
Competitive activities boost awareness and affordability of incontinence products
Distribution is growing beyond chemists/pharmacies
PROSPECTS AND OPPORTUNITIES
Economic recovery will drive category growth over the forecast period
Strong competition will continue driving awareness and stabilising prices
Moderate/heavy adult incontinence will continue to dominate the category in the years ahead
CATEGORY DATA
Table 31 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027
WIPES IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Wipes declines in volume terms in 2022 due to inflationary pressures
Strong competition helps drives innovation and limit price increases
Baby wipes sees best performance due to its essential profile
PROSPECTS AND OPPORTUNITIES
Wipes will benefit from a growing population and economic recovery
Company competition to boost demand through innovations and affordability
By offering convenience and hygienic cleaning products, niche segments will grow as the local economy recovers
CATEGORY DATA
Table 37 Retail Sales of Wipes by Category: Value 2017-2022
Table 38 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 39 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 40 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 41 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027
RETAIL TISSUE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail tissue sales decline in volume in 2022 due to negative economic conditions
Retail tissue sees consolidation as Boulos Group acquires Banrut Rolls
Toilet paper performs best due to being most essential
PROSPECTS AND OPPORTUNITIES
Population growth will drive performance in retail tissue over the forecast period
Toilet paper remains immature in Nigeria, offering significant scope for growth
Niche categories of napkins, paper towels, boxed facial tissues and pocket handkerchiefs will benefit from an improving economy
CATEGORY DATA
Table 43 Retail Sales of Tissue by Category: Value 2017-2022
Table 44 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 46 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 47 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
AWAY-FROM-HOME TISSUE AND HYGIENE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Away-from-home tissue and hygiene performs well despite poor economic climate
Hotels and restaurants drive growth for toilet paper and napkins while adult incontinence benefits from growing demand among the elderly
Consumer foodservice is a key driver of retail tissue growth in 2022
PROSPECTS AND OPPORTUNITIES
Improvement in the economy will drive strong growth in away-from-home tissue and hygiene in the coming years
Tissue products will drive overall away-from-home growth due to demand within the hospitality industry
Rapid growth of consumer foodservice will drive growth in AFH napkins
CATEGORY DATA
Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 53 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 54 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027