New Study: Baby and Child-Specific Products in Nigeria

With stronger growth in the baby population in Nigeria, there is greater demand for baby and child-specific products. The population aged 0 to 36 months increased by 2% in 2014 compared with 2013 (representing 518,000 babies), and by 12% between 2009 and 2014 (representing 2.4 million babies). In fact, since 2009 year-on-year the baby population (aged 0 to 36 months) has increased more than each previous year; thus, whilst it increased by 419,000 babies in 2009, it had reached 478,000 in 2010 and 495,000 in 2013. Alongside this, the rapid rate of urbanisation is helping to increase incomes for some segments of the population involved in more professional employment; these people are more able to purchase task-specific products to care for their babies.

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Competitive Landscape

With its ownership of the popular Cussons Baby brand range, PZ Cussons Nigeria led baby and child-specific products in 2014. Through its long-standing presence in Nigeria, during which it has made its brand a household name, it has built an extensive distribution network spanning the breadth of the country.

Industry Prospects

With continued growth in the baby population and urbanisation, baby and child-specific products should record strong growth over the forecast period, with a value CAGR of 2% at constant 2014 prices, which is stronger than the CAGR recorded over the review period. The increasing competition will help to drive demand. The top three companies, PZ Cussons Nigeria, Unilever Nigeria and Johnson & Johnson, held a combined value share of 75% in 2014, whilst smaller players such as Megachem Nigeria saw growing shares, and all are expected to seek new strategies to win consumers, including price discounting.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products 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 Baby and Child-specific Products industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby and Child-specific Products in Nigeria market research report includes:

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

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