With increasingly urban lifestyles and the increasing sophistication of consumers, the home care category posted a stronger performance in 2011 than the review period as a whole. Rising incomes and the increasing number of people with white collar jobs in urban areas in 2011 resulted in consumers moving away from known traditional means of home care to more modern methods.
Manufacturers continue to leverage the existing ban on the importation of certain products within home care and the unfavourable import tariffs for those that are imported, to expand their market reach. With an unfavourable business environment for imported brands that gives domestic producers a competitive advantage, manufacturers in the home care category continue to seek to build share through advertising, road shows and discounting. Using the import ban in certain categories as a launch pad, local manufacturers are increasingly extending their ranges, as well as improving the packaging and quality of their products.
Unilever Nigeria Plc has a long-standing presence in the Nigerian home care market, with a reputation for quality products that command significant consumer loyalty. The company has built its leading Omo brand into a household name the length and breadth of the country. It has also leveraged its wide and effective distribution network to promote the sales of its brands, supported by advertising designed to appeal across all segments of the consuming public.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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* Get a detailed picture of the Home Care 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.
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Published: November 2012
No. of Pages: 50