Market research on consumer products, commercial industries, demo...
Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Nigeria. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.
RTDs in Nigeria witnessed a sharp volume decline in 2023 due to negative economic conditions. High inflation limited consumer spending power, and due to higher production and import costs (largely due to the depreciation of the local currency), unit…
Retail tissue in Nigeria suffered significantly in terms of volume sales in 2023, with deep declines resulting from the country’s struggling economy. Rising energy costs and high inflation, along with a weakened local currency substantially…
Menstrual care recorded deep declines in volume sales in 2023 in Nigeria, with consumer demand falling due to inflationary conditions and reduced purchasing power. Although menstrual care products are usually regarded as essential, many local…
Most areas in air care recorded a retail volume sales decline in 2023 due to high inflation and the increase in unit prices that triggered the double-digit retail value growth in current terms. The affordability of gel air fresheners and…
Sales of hosiery slumped in retail volume terms in 2023 as the challenging economic conditions in Nigeria put pressure on disposable income. With high inflation limiting consumer spending power consumers were forced to become more frugal and to focus…
Oral care in Nigeria recorded strong retail current value growth in 2023. However, as with other categories of beauty and personal care, this reflected strong rises in unit prices amid high inflationary pressure. By contrast, retail volume and value…
Analgesics remains the largest category in consumer health in Nigeria. Sales continued to rise in 2023, supported by strong brand positioning and consumer awareness. Other factors driving growth included affordability, widespread availability and a…
Dishwashers experienced a substantial volume decline in 2023, primarily attributable to the severe economic conditions characterised by high inflation, significantly restricting consumer spending power. Considered niche and non-essential by the…
Poor economic conditions characterised by high inflation and lower purchasing power negatively impacted alcoholic drinks in Nigeria during 2023. Almost all categories saw volume declines except for spirits, which largely consists of economy spirits.…
Sun care in Nigeria followed the general growth trend in beauty and personal care in 2023. Thus, the category saw a strong increase in retail current value sales at the end of the review period. However, this performance was due to high inflation…
The weak economy negatively affected the demand for fragrances in Nigeria in 2023. The depreciated local currency and high inflation forced high import costs and double-digit declines in retail volume sales of fragrances, with consumer purchasing…
Direct selling in Nigeria faced challenges in 2023 as the country grappled with high inflation, resulting in decreased purchasing power among consumers. The direct selling model, predominantly conducted through social commerce and word of mouth, saw…
Polishes recorded a decline in retail volume terms, while high inflation rates triggered double-digit retail sales value growth in 2023. Many do not consider polish an essential product, with consumers focused on perceived essentials amid poor…
Due to its essential nature, hand dishwashing continued to grow in retail volume during 2023 despite increased prices, high inflation, and declining purchasing power. Due to the high cost of transportation after the removal of fuel subsidies, most…
The challenging economic conditions in Nigeria in 2023 led to a strong decline in retail volume terms for menswear during the year. In particular, high inflation limited consumer purchasing power. An increase in unemployment and weak spending power…
Sales of footwear in Nigeria recorded a steep decline in retail volume terms in 2023, following the general pattern being seen across the apparel industry. This decline was due to the challenging economic conditions in the country with soaring…
Consumers are becoming more conscious of the significance of maintaining a balanced diet, recognising that modern lifestyles, characterised by long work hours and frequent dining out, often contribute to unhealthy eating habits. Consequently,…
Volume-wise, vacuum cleaners faced a significant decline in 2023 due to adverse economic conditions. High inflation triggered by currency devaluation and fuel price hikes constrained consumer purchasing power, compelling individuals to prioritise…
The demand for microwaves saw a substantial decline in 2023, primarily due to adverse economic conditions that restricted consumer purchasing power and resulted in soaring unit prices. Heightened inflation, triggered by the devaluation of the local…
Depilatories in Nigeria still had quite low penetration at the end of the review period. Nonetheless, the category saw some development. Demand has largely been sustained over the review period, although there was some fluctuation due to the effects…
Deodorants in Nigeria saw positive retail current value growth in 2023, but all categories declined in retail volume and value (constant 2023 prices) terms in a depressed economic climate. The strong performance in retail current value sales was due…
Rising price points in 2023 will lead to double-digit retail value growth for surface care, driven by home care disinfectants, oven cleaners, and multi-purpose cleaners. Despite rising prices, surface care only registered a slight drop in retail…
High inflation fuelled retail value growth in 2023, leading to double-digit value results for laundry care. Despite the price increases, sub- categories such as hand wash detergent and bar soap registered retail volume growth due to their essential…
Sales of jeans saw a double-digit decline in retail volume terms in 2023 due to the challenging economic conditions. In particular, the high inflation being seen in Nigeria placed limits on consumer spending power. Inflation was driven by the…
In 2023, refrigeration appliances experienced a significant decline in volume terms due to challenging economic conditions, despite being among the most essential categories in Nigeria's consumer appliances sector. Although 2022 had already faced…
In 2023, consumer appliances faced a notable decline across categories, primarily attributed to exacerbated inflation. The local currency depreciation and a surge in fuel prices, along with a Federal Government demonetisation policy, collectively…
Sugar confectionery in Nigeria is falling in the face of the negative impact of inflationary conditions and a weak economy in 2024. Local consumers grapple with falling incomes and reduced spending power and are thus prioritising core and essential…
Retail volume sales are falling in gum in Nigeria in 2024 as the category struggles in the face of high inflation and squeezed household budgets. Gum is also recorded strong rises in unit prices, impacting on consumer demand - with reduced incomes…
Cider/perry witnessed declining volume sales in 2023 due to the challenging economic conditions in Nigeria. High inflation limited consumer purchasing power, forcing the reduction of expenditure on non-essential products. This reduced spend on drinks…
Weakened economic fundamentals have negatively impacted Nigerian consumers’ purchasing power in 2023, resulting in slow growth of consumer foodservice. The cash crunch in the first quarter of the year as a result of the central bank changing the…
Toilet care performed well in 2023, as consumers focused on essential home care products that responded to their hygiene and sanitation needs in order to prevent diseases. Despite the high inflation, toilet care recorded a slight growth in retail…
Demand for sportswear was negatively impacted by the weak economy in 2023, which was caused by high inflation which weakened consumer spending power as the cost of living rose. Although the category registered healthy growth in current value terms in…
Childrenswear saw a strong decline in retail volume terms in 2023 as demand fell due to consumers struggling to manage their finances as soaring inflation impacted the market. The inflationary conditions were driven primarily by the depreciation of…
Apparel accessories reported a steep decline in sales in retail volume terms in 2023 due to a weak economy, high inflation, and reduced consumer spending power. Since many customers see apparel accessories as non-essential products, the category…
The harsh economic environment continued in 2023, challenging retail value sales in Nigeria and bolstering the use of counterfeit options in consumer health. However, barriers to healthcare increased the self-medication trend, driving the sale of OTC…
In 2024, Nigeria’s snacks industry remains impacted by high inflation that has persisted, and risen, since 2023. This has led to volume sales declines across all categories, including those that are considered locally as more essential and have…
Ice cream in Nigeria is suffering from declining retail volume sales in 2024, with inflationary pressures undermining consumer purchasing power and aa depreciating local currency making products less affordable for most consumers as prices rise. The…
In 2023, beer witnessed substantial decline in volume terms as the ongoing high inflationary conditions in Nigeria weakened consumer purchasing power. Beer unit prices rose significantly due to rising production costs caused by higher fuel costs and…
Cigarettes witnessed a deeper decline in volume terms, as the challenging economic conditions in Nigeria continued in 2023. High inflation limited purchasing power forcing consumers to cut back on cigarette consumption. The depreciation of the local…
In line with the general trend in beauty and personal care, skin care in Nigeria saw strong retail current value sales growth in 2023, but declines in retail volume and value (constant 2023 prices) sales. Like other categories, skin care was hit by…
Colour cosmetics in Nigeria was also negatively impacted by poor economic conditions in 2023, as high inflation weakened consumer spending power as unit prices of all brands rose strongly. The strong rises in unit prices drove strong retail current…
In 2023, supermarkets in Nigeria navigated a dynamic retail landscape characterised by inflation-driven shifts in consumer behaviour, intensified competition, and adaptations to economic challenges. The high inflation rate in Nigeria significantly…
Following the takeover by Retail Supermarkets Nigeria in 2021, Shoprite embarked on a significant expansion drive, signalling robust growth for hypermarkets in Nigeria in 2023. The opening of new outlets, such as the flagship store in Port-Harcourt,…
Despite the potential for affordability offered by discounters, the overall spending power of Nigerian consumers experienced a decline, dampening the growth for this retail channel in Nigeria in 2023. With inflation soaring, consumers became…
Home care experienced substantial, double-digit retail value growth in 2023, driven by rising inflation and increased price points. However, the government's removal of the fuel subsidy hit consumers hard, along with rising prices, and the sharp…
Spirits was the only category in alcoholic drinks in Nigeria in 2023 to post positive volume growth although most categories recorded volume declines. With negative economic conditions, characterised by high inflation and low spending power,…
Tobacco in Nigeria registered decline in retail volume sales across all categories, while current value sales grew moderately due to strong unit price increases. High inflation limited consumer spending power, forcing consumers to reduce consumption…
The currency redesign initiated by the Central Bank of Nigeria in early 2023 created significant challenges for convenience retailers. The scarcity of the local currency, coupled with Nigeria's predominantly cash-driven economy and a large segment of…
The high inflation rate fuelled double-digit retail value growth for home insecticides, with consumers constrained budgets contributing to the strong growth of mosquito coils and other home insecticides in volume terms. These products are viewed by…
Bleach performs well in retail volume growth regardless of the high inflation that impacted consumers' purchasing power. The product is considered essential in-home care, with consumers applying bleach to their white clothes or clothes with stubborn…