HOME CARE IN NIGERIA Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Lower-priced Home Care Products See Growth International Brands Remain Dominant in the Market in 2017 the Growing Population, Culture and Advertising Drive Value Sales New Products With Multiple Uses Gain Traction in 2017 Home Care Is Projected To Sustain Growth Over the Forecast Period Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Definitions Sources Summary 1 Research Sources Headlines Prospects the Volume Growth of Car Air Fresheners Slows, Due To the Reduction in Sales of Cars Higher Volume Sales in Northern Nigeria the Rising Acceptance of Gel Air Fresheners in Nigeria Competitive Landscape Glade by Johnson Wax Nigeria Gives Competitors A Run for Their Money International Brands Continue To Dominate Volume Sales in Air Care Unbranded Air Care Products Flood the Nigerian Market Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Bleach in Nigeria Is Poised for Further Expansion, Due To Its Multiple Uses in the Home Low Prices and Smaller Pack Sizes Drive Volume Growth Recession and the Party Culture Drive Value Sales of Bleach in Nigeria Competitive Landscape Multipro Enterprises Leads Bleach in 2017 Foreign Brands Still Dominate Bleach Aggressive Marketing Campaigns Drive Value Growth Category Data Table 19 Sales of Bleach: Value 2012-2017 Table 20 Sales of Bleach: % Value Growth 2012-2017 Table 21 NBO Company Shares of Bleach: % Value 2013-2017 Table 22 LBN Brand Shares of Bleach: % Value 2014-2017 Table 23 Forecast Sales of Bleach: Value 2017-2022 Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Hand Dishwashing Dominates Dishwashing in Nigeria Nigerians Drop Laundry Detergents and Hand Wash for Dishwashing Liquids Unbranded Home-made Dishwashing Liquids Flood the Market Competitive Landscape Pz Cussons Nigeria Remains Dominant With Morning Fresh Strong Initiatives To Try and Boost Shares Local Manufacturers Enter the Market Category Indicators Table 25 Household Possession of Dishwashers 2012-2017 Category Data Table 26 Sales of Dishwashing by Category: Value 2012-2017 Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects 97% of Nigeria's Population Are at Risk of Getting Malaria, Which Drives Growth in Home Insecticides Continued Growth in Insecticide Coils and Other Home Care Insecticides Whilst Mosquitoes Are Seasonal, Other Insects Are Present All Year Round Competitive Landscape Gongoni Co Is the Largest Local Player in Home Insecticides Gbo SC Johnson & Son Leads Home Insecticides in Nigeria No Strong Marketing Campaigns by Brand Owners Category Data Table 32 Sales of Home Insecticides by Category: Value 2012-2017 Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Hand Washing Is An Affordable and Reliable Option Low Sales of Carpet Cleaners, Due To Little Use of Carpets in Nigerian Homes Weakened Purchasing Power Drives the Demand for Economy Brands Competitive Landscape Strong Distribution and Low Prices Drive Sales Domestic Brands Take Share From Global Brands Word-of-mouth and Point-of-sale Materials Drive Brand Awareness Amongst Lower-income Groups Category Indicators Table 39 Household Possession of Washing Machines 2012-2017 Category Data Table 40 Sales of Laundry Care by Category: Value 2012-2017 Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 42 Sales of Laundry Aids by Category: Value 2012-2017 Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 44 Sales of Laundry Detergents by Category: Value 2012-2017 Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Volume Sales of Shoe Polish Are Supported by Mobile Shoe Shiners the Recession and Job Cuts Stifle the Volume Growth of Polishes Demand for Polishes Will Grow As the Number of Inductees in the Military Grows Competitive Landscape International Brands Continue To Dominate Through Distribution in Modern Retailers Kiwi Remains the Leading Brand, and Black Shoe Polish Accounts for the Highest Value Share Floor Polish Sees the Highest Sales and Forecast Growth in Business-to-business Sales Category Data Table 54 Sales of Polishes by Category: Value 2012-2017 Table 55 Sales of Polishes by Category: % Value Growth 2012-2017 Table 56 NBO Company Shares of Polishes: % Value 2013-2017 Table 57 LBN Brand Shares of Polishes: % Value 2014-2017 Table 58 Forecast Sales of Polishes by Category: Value 2017-2022 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Surface Care Gradually Gains Traction in Nigeria the Use of Kerosene As A Surface Cleaner Is Seeing A Rapid Decline in Nigeria Home Care Disinfectants Are Used Mainly for Bathing by Nigerians Competitive Landscape Reckitt Benckiser Nigeria Leads Surface Care Dettol Expands Its Sales in Surface Care Local Players Battle International Players for Value Share Category Data Table 60 Sales of Surface Care by Category: Value 2012-2017 Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 64 NBO Company Shares of Surface Care: % Value 2013-2017 Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 66 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Toilet Care Increases in Nigeria in 2017 Many Homes Are Still Using Local Pit Toilets Falling Health Awareness Campaigns and Cheaper Alternatives To Toilet Care Products Competitive Landscape Reckitt Benckiser Nigeria Leads Toilet Care in 2017 Complementary Product Promotions Help To Drive Growth International Players Still Dominate Value Share in Toilet Care Category Data Table 68 Sales of Toilet Care by Category: Value 2012-2017 Table 69 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 70 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 71 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 72 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022