New Study: Dishwashing in Nigeria

Through advertising and product promotions by producers, awareness of dishwashing products continues to grow in Nigeria and more people use them in their homes given the convenience, moving away from the older method of using bar detergents or laundry detergents for such tasks (although the use of laundry detergents for such tasks remains strong, with some producers now highlighting their multi-use function). Awareness was raised by the marketing activities of major players whose products are increasingly visible in stores and heavily price promoted. Furthermore, the presence of some small, local players with cheaper varieties stirred up competition and helped increase demand. The fast growth of urban households is also important, with more modern utensils and kitchens spurring demand for more sophisticated dishwashing products.

Competitive Landscape

PZ Industries Plc dominated dishwashing in Nigeria in 2015 due to its ownership of the Morning Fresh brand, accounting for a 60% retail value share. The brand's success is built on its early mover advantage in dishwashing in Nigeria. Morning Fresh benefits from the perception of PZ Industries Plc as a quality local manufacturer, as well as aggressive advertising support.

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Industry Prospects

Dishwashing is expected to record a value CAGR of 2% at constant 2015 prices over the forecast period. The key underlying trends driving growth include a strong rise in the urban population as well as general economic growth in Nigeria. It is anticipated that product penetration will increase in the forecast period, with leading manufacturers PZ Industries and Unilever Nigeria Plc exploiting their wide distribution networks to draw customers away from cheaper dishwashing products and substitute products such as detergents (both powder and bar soap). On the other hand, the widespread availability of cheaper brands will also encourage poorer consumers to demand such products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing industry in Nigeria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dishwashing industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing in Nigeria market research report includes:

* Analysis of key supply-side and demand trends  
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth  

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