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Restrictions on movement, particularly between April and June when strict lockdowns were in place in major cities, forced consumers to stay at home, which temporarily negatively impacted demand in 2020. However, demand for consumer appliances has been more permanently and severely hit by the negative impact of Coronavirus (COVID-19) on consumers' disposable incomes in Nigeria. Although, consumers worst hit by depressed disposable incomes were poor Nigerians, which make up over two-thirds of the...
Euromonitor International's Consumer Appliances 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 2016-2020, 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, format trends or distribution issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Major Appliances, Small Appliances.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Consumer Appliances 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
Company response
Retailing shift
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020 Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020 Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025 Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020 Table 6 Sales of Consumer Appliances by Category: Value 2015-2020 Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020 Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020 Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020 Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020 Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020 Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020 Table 13 Sales of Small Appliances by Category: Volume 2015-2020 Table 14 Sales of Small Appliances by Category: Value 2015-2020 Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020 Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020 Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020 Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020 Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020 Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020 Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020 Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025 Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025 Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025 Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025 Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025 Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025 Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025 Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025 Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025 Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025 Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025 Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Weak performance anticipated in 2020 due to the economic fallout of the pandemic
Home seclusion prevents from a deeper decline
Average unit prices set to significantly rise in 2020
RECOVERY AND OPPORTUNITIES
Strong recovery anticipated in the forecast period since a full penetration rate has not yet been achieved for refrigeration appliances in Nigeria
Affordably brands that are typically locally manufactured will dominate
Energy-efficiency will remain an important factor in consumers' purchasing decisions
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020 Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020 Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020 Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020 Table 39 Sales of Freezers by Format: % Volume 2015-2020 Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020 Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020 Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020 Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020 Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020 Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020 Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020 Table 47 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020 Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020 Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020 Table 50 Production of Refrigeration Appliances: Total Volume 2015-2020 Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025 Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025 Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025 Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Since many Nigerian consumers find handwashing an affordable substitute, demand for home laundry appliances drops in 2020
Poor economic conditions diminish demand further
Reduced demand in small laundry businesses set to have a negative impact on sales
RECOVERY AND OPPORTUNITIES
Economic recovery will be essential to the growth of home laundry appliances in the forecast period
Growing workforce of women will support demand
Efforts to expand beyond the key demographic of upper income consumers will boost growth
CATEGORY DATA
Table 55 Sales of Home Laundry Appliances by Category: Volume 2015-2020 Table 56 Sales of Home Laundry Appliances by Category: Value 2015-2020 Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020 Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020 Table 59 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020 Table 60 Sales of Automatic Washing Machines by Format: % Volume 2015-2020 Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020 Table 62 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020 Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020 Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020 Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020 Table 66 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025 Table 67 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025 Table 68 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025 Table 69 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Luxury positioning of dishwashers prevents growth in 2020
Traditional hand washing methods continue to be preferred by consumers
Economic uncertainty coupled with rising average unit prices present a hurdle
RECOVERY AND OPPORTUNITIES
Economic recovery will be essential to the sales of dishwashers in the forecast period
Players set to launch more affordable ranges to entice consumers
More women entering the workforce will boost sales
CATEGORY DATA
Table 70 Sales of Dishwashers by Category: Volume 2015-2020 Table 71 Sales of Dishwashers by Category: Value 2015-2020 Table 72 Sales of Dishwashers by Category: % Volume Growth 2015-2020 Table 73 Sales of Dishwashers by Category: % Value Growth 2015-2020 Table 74 Sales of Dishwashers by Format: % Volume 2015-2020 Table 75 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020 Table 76 NBO Company Shares of Dishwashers: % Volume 2016-2020 Table 77 LBN Brand Shares of Dishwashers: % Volume 2017-2020 Table 78 Distribution of Dishwashers by Format: % Volume 2015-2020 Table 79 Forecast Sales of Dishwashers by Category: Volume 2020-2025 Table 80 Forecast Sales of Dishwashers by Category: Value 2020-2025 Table 81 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025 Table 82 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Economic impact of the COVID-19 pandemic hurts the sales of large cooking appliances
Little gains seen from lockdown restrictions
Rising unit prices further restrict sales in 2020
RECOVERY AND OPPORTUNITIES
Recovery of large cooking appliances will be in line with the overall recovery of the Nigerian economy in the forecast period
Growing interest in sophisticated cooking experiences will drive sales
Intensifying urbanisation will support growth
CATEGORY DATA
Table 83 Sales of Large Cooking Appliances by Category: Volume 2015-2020 Table 84 Sales of Large Cooking Appliances by Category: Value 2015-2020 Table 85 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020 Table 86 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020 Table 87 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020 Table 88 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020 Table 89 NBO Company Shares of Cookers: % Volume 2016-2020 Table 90 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020 Table 91 Production of Large Cooking Appliances: Total Volume 2015-2020 Table 92 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025 Table 93 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025 Table 94 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025 Table 95 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Low consumer confidence prevents sales of microwaves in 2020
Home seclusion limits the need to use microwaves
Rising unit prices further restrain demand in 2020
RECOVERY AND OPPORTUNITIES
Microwaves will recover alongside the economic recovery of Nigeria in the forecast period
Relatively low penetration rate of microwaves leaves substantial room for growth
Expanding consumer base will support the essential positioning of microwaves
CATEGORY DATA
Table 96 Sales of Microwaves by Category: Volume 2015-2020 Table 97 Sales of Microwaves by Category: Value 2015-2020 Table 98 Sales of Microwaves by Category: % Volume Growth 2015-2020 Table 99 Sales of Microwaves by Category: % Value Growth 2015-2020 Table 100 Sales of Microwaves by Connected Appliances: % Volume 2016-2020 Table 101 NBO Company Shares of Microwaves: % Volume 2016-2020 Table 102 LBN Brand Shares of Microwaves: % Volume 2017-2020 Table 103 Distribution of Microwaves by Format: % Volume 2015-2020 Table 104 Production of Microwaves: Total Volume 2015-2020 Table 105 Forecast Sales of Microwaves by Category: Volume 2020-2025 Table 106 Forecast Sales of Microwaves by Category: Value 2020-2025 Table 107 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025 Table 108 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Restrictions related to COVID-19 boost at home cooking habits to the benefit of food preparation appliances in 2020
Blenders post the best performance
Less essential food preparation appliances struggle in 2020
RECOVERY AND OPPORTUNITIES
Strong recovery expected after 2021
Blenders will continue driving sales in the forecast period
Growing health and wellness trends will boost volume sales of food preparation appliances
CATEGORY DATA
Table 109 Sales of Food Preparation Appliances by Category: Volume 2015-2020 Table 110 Sales of Food Preparation Appliances by Category: Value 2015-2020 Table 111 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020 Table 112 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020 Table 113 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020 Table 114 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020 Table 115 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020 Table 116 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025 Table 117 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025 Table 118 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025 Table 119 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Sales of small cooking appliances set to decline in 2020 due to the weakening economy
Freestanding hobs only subcategory set to grow in 2020
Certain small cooking appliances will feel a negative impact from the loss of expatriates living in Nigeria
RECOVERY AND OPPORTUNITIES
Return to busy lifestyles and the return of expatriates will aid in the recovery of small cooking appliances in the forecast period
Freestanding hobs set to post dynamic growth
Social media influencers will continue to drive consumer awareness of certain small cooking appliances
CATEGORY DATA
Table 120 Sales of Small Cooking Appliances by Category: Volume 2015-2020 Table 121 Sales of Small Cooking Appliances by Category: Value 2015-2020 Table 122 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020 Table 123 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020 Table 124 Sales of Freestanding Hobs by Format: % Volume 2015-2020 Table 125 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020 Table 126 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020 Table 127 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020 Table 128 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025 Table 129 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025 Table 130 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025 Table 131 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Most consumers view vacuum cleaners as a luxury product limiting sales in 2020
Relatively low penetration rate of vacuum cleaners in Nigeria prevents the category from significantly benefitting from home seclusion
Rising prices hurt performance in 2020
RECOVERY AND OPPORTUNITIES
Recovery anticipated to begin post 2021
Significant opportunities for growth in the forecast period since vacuum cleaners is a relatively new consumer appliance
Cylinder vacuum cleaners set to remain the most popular
CATEGORY DATA
Table 132 Sales of Vacuum Cleaners by Category: Volume 2015-2020 Table 133 Sales of Vacuum Cleaners by Category: Value 2015-2020 Table 134 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020 Table 135 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020 Table 136 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020 Table 137 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020 Table 138 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020 Table 139 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025 Table 140 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025 Table 141 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025 Table 142 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers increasingly trade down to substitutes for personal care appliances in 2020 limiting growth
Home seclusion resulted in less importance on personal appearance hurting sales
E-commerce continues to gain significance
RECOVERY AND OPPORTUNITIES
Strong recovery of personal care appliances set to begin in 2022
Social media will continue playing an important role in driving sales
Growing urban population of women and men will result in higher levels of demand
CATEGORY DATA
Table 143 Sales of Personal Care Appliances by Category: Volume 2015-2020 Table 144 Sales of Personal Care Appliances by Category: Value 2015-2020 Table 145 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020 Table 146 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020 Table 147 Sales of Body Shavers by Format: % Volume 2015-2020 Table 148 Sales of Hair Care Appliances by Format: % Volume 2015-2020 Table 149 NBO Company Shares of Personal Care Appliances 2016-2020 Table 150 LBN Brand Shares of Personal Care Appliances 2017-2020 Table 151 Distribution of Personal Care Appliances by Format: % Volume 2015-2020 Table 152 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025 Table 153 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025 Table 154 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025 Table 155 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Economic impact of the COVID-19 pandemic restricts sales of air treatment products in 2020
Cooling products set to post the best performance in 2020
Rising average unit prices further deter consumers from purchasing air treatment products
RECOVERY AND OPPORTUNITIES
Generally hot climate in Nigeria will support the recovery of air treatment products in the forecast period
Air conditioners will drive growth due to the growing urban middle class population
Increasing demand for energy efficiency will drive innovation
CATEGORY DATA
Table 156 Sales of Air Treatment Products by Category: Volume 2015-2020 Table 157 Sales of Air Treatment Products by Category: Value 2015-2020 Table 158 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020 Table 159 Sales of Air Treatment Products by Category: % Value Growth 2015-2020 Table 160 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020 Table 161 NBO Company Shares of Air Treatment Products: % Volume 2016-2020 Table 162 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020 Table 163 Distribution of Air Treatment Products by Format: % Volume 2015-2020 Table 164 Production of Air Conditioners: Total Volume 2015-2020 Table 165 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025 Table 166 Forecast Sales of Air Treatment Products by Category: Value 2020-2025 Table 167 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025 Table 168 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025