Home Care in Nigeria

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Nigeria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Nigeria?
  • Which are the leading brands in Home Care in Nigeria?
  • How are products distributed in Home Care in Nigeria?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Home Care in Nigeria

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Distribution of Home Care by Format: % Value 2018-2023
Table 7 Distribution of Home Care by Format and Category: % Value 2023
Table 8 Forecast Sales of Home Care by Category: Value 2023-2028
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Air Care in Nigeria

KEY DATA FINDINGS

Affordable air care solutions continue to drive retail volume growth in 2023
Car air fresheners decline as car sales stall during a time of rising price points
Air Wick maintains its lead despite losing share to affordable alternatives
Rising employment and ongoing affordability drives retail volume growth
Domestic players become increasingly competitive, offering affordable prices
The evolving retail industry is set to improve consumer awareness
Table 10 Sales of Air Care by Category: Value 2018-2023
Table 11 Sales of Air Care by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Air Care: % Value 2019-2023
Table 13 LBN Brand Shares of Air Care: % Value 2020-2023
Table 14 Forecast Sales of Air Care by Category: Value 2023-2028
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

Bleach in Nigeria

KEY DATA FINDINGS

The essential, multi-purpose nature of bleach drives strong retail value and volume growth
Competition from other home care products rises among higher-income consumers
Hypo retains its lead with over half of the competitive landscape share
Ongoing retail volume and value growth driven by the multi-purpose qualities of bleach
Hypo and Jik focus on innovation and price points to gain share
Economic recovery and the boost in e-commerce sales drives growth in bleach
Table 16 Sales of Bleach: Value 2018-2023
Table 17 Sales of Bleach: % Value Growth 2018-2023
Table 18 NBO Company Shares of Bleach: % Value 2019-2023
Table 19 LBN Brand Shares of Bleach: % Value 2020-2023
Table 20 Forecast Sales of Bleach: Value 2023-2028
Table 21 Forecast Sales of Bleach: % Value Growth 2023-2028

Dishwashing in Nigeria

KEY DATA FINDINGS

Hand dishwashing drives growth as consumers eat at home to save costs
The migration to cheaper brands leads top players to lose market share
Lack of dishwashers leads to hand dishwashing dominating sales
Major players innovate as many aim to recover share across the forecast period
Growth for automatic dishwashing tablets, however, dishwasher ownership remains low
Rising purchasing power and population growth support ongoing sales
Table 22 Household Possession of Dishwashers 2017-2022
Table 23 Sales of Dishwashing by Category: Value 2018-2023
Table 24 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 25 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 26 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 27 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

Home Insecticides in Nigeria

KEY DATA FINDINGS

Rising prices lead to positive retail value growth, with home insecticides considered essential
Major players lose volume sales as consumers opt for more affordable options
Reckitt Benckiser partners with Spar to raise awareness of Malaria
Positive growth due to affordable price points and multi-purpose offerings
Consumers become increasingly concerned about toxic ingredients
Traditional retailers drive sales through close proximity and affordable prices
Table 29 Sales of Home Insecticides by Category: Value 2018-2023
Table 30 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 31 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 32 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 33 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 34 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

Laundry Care in Nigeria

KEY DATA FINDINGS

Retail volume growth for essentials such as bar soap and hand wash detergents
Consumers seek affordable price points, driving growth in smaller pack sizes
Eko Supreme Nigeria retains its lead, while Unilever records a loss
Lower prices and innovation to drive retail growth over the forecast period
Busier lifestyles aid sales of washing machines, boosting growth of standard powder detergents
Handwash detergents drive innovation while automatic detergents struggle
Table 36 Household Possession of Washing Machines 2018-2023
Table 37 Sales of Laundry Care by Category: Value 2018-2023
Table 38 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 39 Sales of Laundry Aids by Category: Value 2018-2023
Table 40 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 41 Sales of Laundry Detergents by Category: Value 2018-2023
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 43 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 44 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 45 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 46 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 47 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 49 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

Polishes in Nigeria

KEY DATA FINDINGS

Retail volume declines as consumers consider polish unessential
Major players lose share to affordable options during rising inflation
High importation costs lead to a lack of international players on shelves
Price stabilisation and the growing working population drive retail volume sales
Potential for floor polish with the increasing use of tiles and modern floors
International players return to shelves while e-commerce drives growth
Table 51 Sales of Polishes by Category: Value 2018-2023
Table 52 Sales of Polishes by Category: % Value Growth 2018-2023
Table 53 NBO Company Shares of Polishes: % Value 2019-2023
Table 54 LBN Brand Shares of Polishes: % Value 2020-2023
Table 55 Forecast Sales of Polishes by Category: Value 2023-2028
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

Surface Care in Nigeria

KEY DATA FINDINGS

Essential surface care products record positive volume growth despite rising prices
Leading brand Dettol launches hygiene initiatives to drive awareness across Nigeria
Consumers focus on preventative hygiene drives demand for home care disinfectants
Retail volume growth recovers, boosted by the popularity of multi-purpose cleaners
Price remains the key factor in the purchasing decision for surface care
Growth is set to be driven by the increasing availability of cheaper domestic brands
Table 57 Sales of Surface Care by Category: Value 2018-2023
Table 58 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 59 NBO Company Shares of Surface Care: % Value 2019-2023
Table 60 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 61 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 62 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

Toilet Care in Nigeria

KEY DATA FINDINGS

Toilet care benefits from being considered an essential cleaning product
Government initiatives supports growth of toilet care through education
Leading players focus on community programmes to drive awareness
Rising affordability and government initiatives support ongoing growth in toilet care
Affordability makes toilet liquids/foams the most popular product 
Innovations focus on appealing scents and fragrance to boost value growth
Table 63 Sales of Toilet Care by Category: Value 2018-2023
Table 64 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 65 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 66 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 67 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 68 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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