Sanitary protection is not yet mature in Nigeria, with per capita use in volume terms among 12-54-year-old females in 2021 recorded at only 35 units per person per year (compared to 250 units in North America and 253 units in Western Europe). Despite a large and fast-growing population of women of menstruating age, high poverty levels means that many cannot afford to purchase these products.
Over the review period, sanitary protection became more competitive, with players such as Hayat Kimya Nigeria Ltd, Guangzhou Livi Import & Export Co Ltd, Goonite Hygiene, and even major multinational Kimberley-Clark Corp entering the category with successful brand launches. The widening range has seen brands offering lower-priced products, although average unit prices continued to rise, especially in 2022, due to the ongoing depreciation of the local currency.
Social enterprise firms, national and global health bodies such as UNICEF, and non-governmental organisations (NGOs) will continue to help drive awareness of sanitary protection among younger local consumers by distributing free or affordable products. One possible threat to category growth is the availability of reusable sanitary protection, which had begun to emerge towards the end of the review period.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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