Tissue and Hygiene in Nigeria - Research and Markets

Overall tissue and hygiene in Nigeria turned in a weak performance in 2023, with all categories posting a decline in volume terms as well as relatively slow current value growth. The depreciation of the local currency and fall in disposable incomes due to high inflation led to slowed growth. This harsh economic climate meant that even products such as those within nappies/diapers/pants, menstrual care and toilet paper saw deep dips in volume sales.

The 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 2019-2023, 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 2028 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.

TISSUE AND HYGIENE IN NIGERIA

EXECUTIVE SUMMARY

Tissue and hygiene in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?

MARKET INDICATORS

Table 1 Birth Rates 2018-2023
Table 2 Infant Population 2018-2023
Table 3 Female Population by Age 2018-2023
Table 4 Total Population by Age 2018-2023
Table 5 Households 2018-2023
Table 6 Forecast Infant Population 2023-2028
Table 7 Forecast Female Population by Age 2023-2028
Table 8 Forecast Total Population by Age 2023-2028
Table 9 Forecast Households 2023-2028

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

MENSTRUAL CARE IN NIGERIAKEY DATA FINDINGS

2023 DEVELOPMENTS

High inflation and low spending power means volume declines for menstrual care
Reduced affordability in face of sharp price rises
Tough conditions mean limited company activity, with Procter & Gamble once again ceasing local production

PROSPECTS AND OPPORTUNITIES

Strong growth anticipated for forecast period as economy recovers
Slim/thin/ultra-thin towels will drive overall growth
Intensified competition to boost demand

CATEGORY DATA

Table 18 Retail Sales of Menstrual Care by Category: Value 2018-2023
Table 19 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
Table 20 Retail Sales of Tampons by Application Format: % Value 2018-2023
Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028

NAPPIES/DIAPERS/PANTS IN NIGERIAKEY DATA FINDINGS

2023 DEVELOPMENTS

High inflation leads to falls in volume sales
Consumers trade down as unit prices rise
Cash-strapped consumers prefer to shop at small local grocers

PROSPECTS AND OPPORTUNITIES

Growth to improve as economy recovers
Increased brand competition and activity will drive consumer interest
Cloth substitutes to impact progress for junior nappies/diapers

CATEGORY DATA

Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028

RETAIL ADULT INCONTINENCE IN NIGERIAKEY DATA FINDINGS

2023 DEVELOPMENTS

High inflation leads to volume sales decline in 2023
Imported brands struggle due to depreciation of local currency
Health and beauty specialists dominate retail distribution, but small local grocers see growing share

PROSPECTS AND OPPORTUNITIES

Retail adult incontinence will benefit from improved economic conditions
Rise in older consumers to boost demand
Brand competition will drive innovation

CATEGORY DATA

Table 31 Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028

WIPES IN NIGERIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Wipes falls in face of financial pressure
Baby wipes posts best performance, but sales suffer due to substitutes
Leading premium brands lose share as consumers shift towards more affordable alternatives

PROSPECTS AND OPPORTUNITIES

Wipes set to see strong growth during forecast period
Baby wipes will drive overall growth as birth rate rises
Niche segments to benefit from raised awareness

CATEGORY DATA

Table 37 Retail Sales of Wipes by Category: Value 2018-2023
Table 38 Retail Sales of Wipes by Category: % Value Growth 2018-2023
Table 39 NBO Company Shares of Retail Wipes: % Value 2019-2023
Table 40 LBN Brand Shares of Retail Wipes: % Value 2020-2023
Table 41 Forecast Retail Sales of Wipes by Category: Value 2023-2028
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028

RETAIL TISSUE IN NIGERIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Retail tissue sees volume sales dip as high inflation limits consumer spending power
Toilet paper leads growth as the most familiar and affordable product area within retail tissue
Bel Impex consolidates its lead in 2023 while Hayat Kimya struggles

PROSPECTS AND OPPORTUNITIES

Retail tissue to bounce back as Nigeria’s economy recovers
Continued urbanisation will drive greater interest in convenient cleaning products
Toilet paper will drive development while niche segments benefit from rising incomes and awareness

CATEGORY DATA

Table 43 Retail Sales of Tissue by Category: Value 2018-2023
Table 44 Retail Sales of Tissue by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Retail Tissue: % Value 2019-2023
Table 46 LBN Brand Shares of Retail Tissue: % Value 2020-2023
Table 47 Forecast Retail Sales of Tissue by Category: Value 2023-2028
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028

AWAY-FROM-HOME TISSUE AND HYGIENE IN NIGERIAKEY DATA FINDINGS

2023 DEVELOPMENTS

Harsh economic climate hinders AFH tissue and hygiene in 2023
AFH sector turns in better performance than retail sector thanks to greater necessity
Hotels drive demand for toilet paper while napkins benefit from use in consumer foodservice

PROSPECTS AND OPPORTUNITIES

Economic recovery set to drive strong growth for away for home tissue and hygiene
Hotels expansion as major demand driver for AFH tissue
The growth of hospitality and healthcare will boost demand for all category members

CATEGORY DATA

Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
Table 53 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
Table 54 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028

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