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Overall demand for home care in Nigeria experienced a marginal slowdown in 2020 due to decreasing disposable incomes as a result of the pandemic and subsequent lockdown restrictions. This forced many consumers to prioritise their spending, with a greater focus on essential home care products with disinfecting qualities as consumers focused on deeper cleaning routines due to increasing hygiene awareness. This supported greater demand for a number of categories which offered both multifunctionalit...
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 2025 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Distribution of Home Care by Format: % Value 2015-2020 Table 7 Distribution of Home Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Home Care by Category: Value 2020-2025 Table 9 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Dominant other detergents counters declining demand for more specific laundry care in 2020 due to rising price sensitivity and home seclusion trend
Affordable bar detergents continues to gain ground on hand wash format
Price-sensitive consumers turn to local brands during 2020, resulting in share losses for multinationals
RECOVERY AND OPPORTUNITIES
Marginal slowdown in demand in 2021 before returning to more dynamic growth rates in line with stronger consumer sentiment
Growing demand for more specific types of laundry care from mid- and high-income consumers over the forecast period
Innovation likely to emerge to drive stronger value growth
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home seclusion trend in 2020 and multifunctionality of hand dishwashing supports demand, although competition from home-made variants remains
Declining dishwasher sales in 2020 due to weak consumer sentiment negatively impact demand for automatic dishwashing
Domestic players gain ground on multinationals due to rising price sensitivity in 2020
RECOVERY AND OPPORTUNITIES
Upturn in demand from 2021 with stronger growth momentum building over the forecast period due to strengthening consumer sentiment
More urban consumers will drive impressive growth rates for automatic dishwashing
Longer-term remote working unlikely in Nigeria, reducing home seclusion trend
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2015-2020 Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Upturn in demand in 2020 driven by popular surface care products known for their multifunctionality
More specific surface care struggles due to downtrading and a switch to bleach for its disinfecting properties
Strong representation for multinationals but domestic brands gain ground due to rising price sensitivity
RECOVERY AND OPPORTUNITIES
Marginal dip in demand in 2021 before surface care returns to more dynamic growth rates, driven by strengthening consumer sentiment
Scouring agents will remain a popular surface care product due to its multifunctionality and lower price point
Stronger demand for niche areas of surface care, driven by increasing urbanisation
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2015-2020 Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 36 NBO Company Shares of Surface Care: % Value 2016-2020 Table 37 LBN Brand Shares of Surface Care: % Value 2017-2020KEY DATA FINDINGS
2020 IMPACT
Strong upturn in demand for bleach during pandemic, driven by affordability and disinfecting properties
In addition to multifunctionality, bleach offers range of packaging to suit all consumer groups
Hypo strengthens dominance of bleach in 2020 due to strong consumer trust and affordability
RECOVERY AND OPPORTUNITIES
Slowdown in demand for 2021 following stockpiling during pandemic but bleach will continue to appeal to more price-sensitive consumers
Increasing competition from specific products amongst more affluent consumers will encourage more sophisticated product development from players
Return to workplace and schools likely to support laundry care aspect of bleach
CATEGORY DATA
Table 38 Sales of Bleach: Value 2015-2020 Table 39 Sales of Bleach: % Value Growth 2015-2020 Table 40 NBO Company Shares of Bleach: % Value 2016-2020 Table 41 LBN Brand Shares of Bleach: % Value 2017-2020 Table 42 Forecast Sales of Bleach: Value 2020-2025 Table 43 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Dip in demand for toilet care in 2020, as increasingly price-sensitive consumers turn to more affordable options such as bleach
Underdeveloped category due to high unit prices
Harpic retains overall convincing leadership but local brand Hypo continues to make gains due to affordability
RECOVERY AND OPPORTUNITIES
Positive performance predicted for toilet care due to economic recovery and demand for more specific products
Rising urbanisation and further demand for flush toilets will be supportive factors behind stronger demand for toilet care
Players likely to expand consumer reach through more affordable formats
CATEGORY DATA
Table 44 Sales of Toilet Care by Category: Value 2015-2020 Table 45 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 46 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 47 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 48 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home seclusion trend during lockdown reduces demand for dominant shoe polish
Prioritising of expenditure amongst increasingly price-sensitive consumers results in significant decline for furniture polish
Consolidated competitive landscape led by Kiwi but smaller brands make gains
RECOVERY AND OPPORTUNITIES
Strengthening growth over forecast period with return to workplace and schools driving greater demand for shoe polish
Improving demand for furniture polish driven by growing urbanisation but category will struggle to recover to pre-pandemic levels
Intensifying competition and growing interest in e-commerce as alternative distribution channel will help to boost demand
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2015-2020 Table 51 Sales of Polishes by Category: % Value Growth 2015-2020 Table 52 NBO Company Shares of Polishes: % Value 2016-2020 Table 53 LBN Brand Shares of Polishes: % Value 2017-2020 Table 54 Forecast Sales of Polishes by Category: Value 2020-2025 Table 55 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Prioritising of expenditure and focus on essential home care during pandemic reduces demand for air care in 2020
Strong declines for most expensive formats, with car air fresheners also struggling due to movement restrictions during lockdown
Multinationals dominate air care but smaller players make gains due to rising price sensitivity
RECOVERY AND OPPORTUNITIES
Stronger performance predicted for air care with car air fresheners taking early lead due to return to work and other travel-related factors
Growing urbanisation will support demand for air care
Increasing demand for niche areas of air care driven by affluent consumers
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2015-2020 Table 57 Sales of Air Care by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Air Care: % Value 2016-2020 Table 59 LBN Brand Shares of Air Care: % Value 2017-2020 Table 60 Forecast Sales of Air Care by Category: Value 2020-2025 Table 61 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Despite slowing demand in 2020, essential nature of home insecticides in Nigeria supports growth of more affordable formats
Niche of electric insecticides sees significant decline as consumers prioritise spending
Leading players comes under increasing pressure from smaller names
RECOVERY AND OPPORTUNITIES
Improving demand from 2021 due to essential nature of home insecticides and strengthening consumer sentiment
Further urbanisation will support greater demand
Recovery for electric insecticides but price limits reach to more affluent Nigerians
CATEGORY DATA
Table 62 Sales of Home Insecticides by Category: Value 2015-2020 Table 63 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 64 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 65 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 66 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 67 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025