Table of Content

Tissue and Hygiene in Nigeria
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on tissue and hygiene
COVID-19 country impact
Company response
Retailing shift
What next for tissue and hygiene?
CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2016-2024
MARKET INDICATORS
Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 16 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Growing awareness of menstrual hygiene trumps economic shock of COVID-19
Decline in foreign-exchange rate pushes up raw material costs and unit price
Local brands increasingly prominent as they improve their product quality and increase their marketing investment
RECOVERY AND OPPORTUNITIES
Population growth, urbanisation and rising menstrual health awareness will drive strong demand growth
Leader Procter & Gamble Nigeria Ltd is likely to come under renewed pressure from local players
Having been given a kickstart by COVID-19, e-commerce will grow in importance as consumers become more comfortable shopping online
CATEGORY DATA
Table 18 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 19 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 20 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 21 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 22 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 23 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 24 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
In spite of COVID-19, demand remains robust, as most local consumers regard nappies/diapers/pants as essential
Sharp acceleration in the rate of unit price growth
Low pricing helps Hayat Kimya Nigeria Ltd Molfix brand achieve dominance
RECOVERY AND OPPORTUNITIES
High fertility rate will continue to support strong growth in demand
Given a boost by the pandemic, e-commerce will continue to grow in importance as local consumers become more confident shopping online
Standard nappies/diapers will remain the most popular option
CATEGORY DATA
Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Demand remains very limited, but a growing population of elderly consumers is helping to fuel growth
Cost increases are passed on to consumers
Health and beauty specialist retailers dominate, but COVID-19 gave e-commerce a boost
RECOVERY AND OPPORTUNITIES
Increased life expectancy and growing awareness will boost demand growth
International brands will struggle to compete with their domestic rivals
Supermarkets and e-commerce will grow in importance as distribution channels
CATEGORY DATA
Table 31 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Demand for baby wipes is impervious to the economic shock of the pandemic
High fertility demand drives strong growth in demand for baby wipes, while intimate wipes are beginning to grow in popularity among working women
Pandemic restrictions lead some to shop online for baby wipes
RECOVERY AND OPPORTUNITIES
Increased awareness, wider distribution and a high fertility rate will drive strong growth in demand for baby wipes
Demand for other types of wipes will remain very limited.
Modern grocery retail and e-commerce will grow in importance as distribution channels
CATEGORY DATA
Table 37 Retail Sales of Wipes by Category: Value 2015-2020
Table 38 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 39 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 40 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 41 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Stockpiling boosts demand for toilet paper
Consumers use more facial tissues in an effort to reduce their risk of contracting COVID-19
Wide product range and competitive pricing helps Bel Impex Ltd to maintain its dominance
RECOVERY AND OPPORTUNITIES
Population growth, more value-added products and increased consumer interest in personal hygiene will drive strong growth in current value sales of retail tissue
As its availability widens, recycled toilet paper will become the norm due to its lower price
Importance of e-commerce will deepen
CATEGORY DATA
Table 43 Retail Sales of Tissue by Category: Value 2015-2020
Table 44 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 46 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 47 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
With consumers spending more time at home, they have less need for AFH tissue and hygiene
Economic shock of pandemic has no impact on demand for AFH hygiene
Wemy Industries Ltd and Bel Impex Ltd dominate the larger cities, but smaller players remain prominent elsewhere
RECOVERY AND OPPORTUNITIES
As the threat posed by the pandemic fades, demand growth for AFH tissue will accelerate
One legacy of the pandemic will be increased consumer interest in personal hygiene, boosting demand for AFH tissue
Return to normality will boost demand for AFH tissue from restaurants and hotels
CATEGORY DATA
Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 53 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 54 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025