TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Naira), 2003?08 20
Value analysis (Naira), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 33
Expenditure and consumption per capita 35
Chapter 4 Leading Company Profiles 38
Unilever 38
Colgate-Palmolive Company 40
Chapter 5 Category Analysis: Bath & shower products 43
Value analysis (Naira), 2003?08 43
Value analysis (Naira), 2008?13 44
Value analysis (US dollars), 2003?08 46
Value analysis (US dollars), 2008?13 46
Volume analysis, 2003?08 48
Volume analysis, 2008?13 49
Company and brand share analysis 51
Distribution analysis 54
Expenditure and consumption per capita 56
Chapter 6 Category Analysis: Deodorants 59
Value analysis (Naira), 2003?08 59
Value analysis (Naira), 2008?13 60
Value analysis (US dollars), 2003?08 62
Value analysis (US dollars), 2008?13 63
Volume analysis, 2003?08 65
Volume analysis, 2008?13 66
Company and brand share analysis 68
Distribution analysis 71
Expenditure and consumption per capita 73
Chapter 7 Category Analysis: Soap 79
Value analysis (Naira), 2003?08 79
Value analysis (Naira), 2008?13 80
Value analysis (US dollars), 2003?08 82
Value analysis (US dollars), 2008?13 82
Volume analysis, 2003?08 84
Volume analysis, 2008?13 85
Company and brand share analysis 87
Distribution analysis 91
Expenditure and consumption per capita 93
Chapter 8 Country Comparison 96
Value 96
Volume 100
Market share 104
Chapter 9 Socioeconomic Profile 105
Country overview 105
Key facts 106
Political overview 107
Economic overview 108
Chapter 10 New Product Development 109
Product launches over time 109
Recent product launches 110
Chapter 11 Macroeconomic Profile 111
Macroeconomic indicators 111
Chapter 12 Research Methodology 116
Methodology overview 116
Secondary research 117
Market modeling 118
Creating an initial data model 118
Revising the initial data model 118
Creating a final estimate 119
Creating demographic value splits 119
Primary research 119
Data finalization 120
Ongoing research 120
Chapter 13 APPENDIX 121
Future readings 121
How to contact experts in your industry 121
Disclaimer 121
LIST OF FIGURES
Figure 1: Nigeria personal hygiene value and value forecast, 2003?13 (NGNm, nominal prices) 22
Figure 2: Nigeria personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: Nigeria personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: Nigeria personal hygiene category growth comparison, by volume, 2003?13 27
Figure 5: Nigeria personal hygiene company share, by value, 2007?08 (%) 30
Figure 6: Nigeria personal hygiene distribution channels, by value, 2007?08 (%) 34
Figure 7: Nigeria bath & shower products value and value forecast, 2003?13 (NGNm, nominal prices) 45
Figure 8: Nigeria bath & shower products category growth comparison, by value, 2003?13 47
Figure 9: Nigeria bath & shower products volume and volume forecast, 2003?13 (units, million) 50
Figure 10: Nigeria bath & shower products category growth comparison, by volume, 2003?13 50
Figure 11: Nigeria bath & shower products company share, by value, 2007?08 (%) 52
Figure 12: Nigeria bath & shower products distribution channels, by value, 2007?08 (%) 55
Figure 13: Nigeria deodorants value and value forecast, 2003?13 (NGNm, nominal prices) 61
Figure 14: Nigeria deodorants category growth comparison, by value, 2003?13 64
Figure 15: Nigeria deodorants volume and volume forecast, 2003?13 (units, million) 67
Figure 16: Nigeria deodorants category growth comparison, by volume, 2003?13 67
Figure 17: Nigeria deodorants company share, by value, 2007?08 (%) 69
Figure 18: Nigeria deodorants distribution channels, by value, 2007?08 (%) 72
Figure 19: Nigeria soap value and value forecast, 2003?13 (NGNm, nominal prices) 81
Figure 20: Nigeria soap category growth comparison, by value, 2003?13 83
Figure 21: Nigeria soap volume and volume forecast, 2003?13 (units, million) 86
Figure 22: Nigeria soap category growth comparison, by volume, 2003?13 86
Figure 23: Nigeria soap company share, by value, 2007?08 (%) 89
Figure 24: Nigeria soap distribution channels, by value, 2007?08 (%) 92
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 97
Figure 26: Global personal hygiene market value, 2003–08, top five countries 99
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 101
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 103
Figure 29: Map of Nigeria 106
Figure 30: Annual data review process 117
LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Nigeria personal hygiene value, 2003?08 (NGNm, nominal prices) 20
Table 4: Nigeria personal hygiene value forecast, 2008?13 (NGNm, nominal prices) 21
Table 5: Nigeria personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: Nigeria personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Nigeria personal hygiene volume, 2003?08 (units, million) 25
Table 8: Nigeria personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: Nigeria personal hygiene brand share, by value, 2007?08 (%) 28
Table 10: Nigeria personal hygiene value, by brand 2007?08 (NGNm, nominal prices) 29
Table 11: Nigeria personal hygiene company share by value, 2007?08 (%) 31
Table 12: Nigeria personal hygiene value, by company, 2007?08 (NGNm, nominal prices) 32
Table 13: Nigeria personal hygiene distribution channels, by value, 2007?08 (%) 33
Table 14: Nigeria personal hygiene value, by distribution channel, 2007?08 (NGNm, nominal prices) 33
Table 15: Nigeria personal hygiene expenditure per capita, 2003?08 (NGN, nominal prices) 35
Table 16: Nigeria personal hygiene forecast expenditure per capita, 2008?13 (NGN, nominal prices) 35
Table 17: Nigeria personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 36
Table 18: Nigeria personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 36
Table 19: Nigeria personal hygiene consumption per capita, 2003?08 (units) 37
Table 20: Nigeria personal hygiene forecast consumption per capita, 2008?13 (units) 37
Table 21: Unilever key facts 38
Table 22: Colgate-Palmolive Company key facts 40
Table 23: Nigeria bath & shower products value, 2003?08 (NGNm, nominal prices) 43
Table 24: Nigeria bath & shower products value forecast, 2008?13 (NGNm, nominal prices) 44
Table 25: Nigeria bath & shower products value, 2003?08 ($m, nominal prices) 46
Table 26: Nigeria bath & shower products value forecast, 2008?13 ($m, nominal prices) 46
Table 27: Nigeria bath & shower products volume, 2003?08 (units, million) 48
Table 28: Nigeria bath & shower products volume forecast, 2008?13 (units, million) 49
Table 29: Nigeria bath & shower products brand share, by value, 2007?08 (%) 51
Table 30: Nigeria bath & shower products value, by brand 2007?08 (NGNm, nominal prices) 51
Table 31: Nigeria bath & shower products company share by value, 2007?08 (%) 53
Table 32: Nigeria bath & shower products value, by company, 2007?08 (NGNm, nominal prices) 53
Table 33: Nigeria bath & shower products distribution channels, by value, 2007?08 (%) 54
Table 34: Nigeria bath & shower products value, by distribution channel, 2007?08 (NGNm, nominal prices) 54
Table 35: Nigeria bath & shower products expenditure per capita, 2003?08 (NGN, nominal prices) 56
Table 36: Nigeria bath & shower products forecast expenditure per capita, 2008?13 (NGN, nominal prices) 56
Table 37: Nigeria bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 57
Table 38: Nigeria bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 57
Table 39: Nigeria bath & shower products consumption per capita, 2003?08 (units) 58
Table 40: Nigeria bath & shower products forecast consumption per capita, 2008?13 (units) 58
Table 41: Nigeria deodorants value, 2003?08 (NGNm, nominal prices) 59
Table 42: Nigeria deodorants value forecast, 2008?13 (NGNm, nominal prices) 60
Table 43: Nigeria deodorants value, 2003?08 ($m, nominal prices) 62
Table 44: Nigeria deodorants value forecast, 2008?13 ($m, nominal prices) 63
Table 45: Nigeria deodorants volume, 2003?08 (units, million) 65
Table 46: Nigeria deodorants volume forecast, 2008?13 (units, million) 66
Table 47: Nigeria deodorants brand share, by value, 2007?08 (%) 68
Table 48: Nigeria deodorants value, by brand 2007?08 (NGNm, nominal prices) 68
Table 49: Nigeria deodorants company share by value, 2007?08 (%) 70
Table 50: Nigeria deodorants value, by company, 2007?08 (NGNm, nominal prices) 70
Table 51: Nigeria deodorants distribution channels, by value, 2007?08 (%) 71
Table 52: Nigeria deodorants value, by distribution channel, 2007?08 (NGNm, nominal prices) 71
Table 53: Nigeria deodorants expenditure per capita, 2003?08 (NGN, nominal prices) 73
Table 54: Nigeria deodorants forecast expenditure per capita, 2008?13 (NGN, nominal prices) 74
Table 55: Nigeria deodorants expenditure per capita, 2003?08 ($, nominal prices) 75
Table 56: Nigeria deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 76
Table 57: Nigeria deodorants consumption per capita, 2003?08 (units) 77
Table 58: Nigeria deodorants forecast consumption per capita, 2008?13 (units) 78
Table 59: Nigeria soap value, 2003?08 (NGNm, nominal prices) 79
Table 60: Nigeria soap value forecast, 2008?13 (NGNm, nominal prices) 80
Table 61: Nigeria soap value, 2003?08 ($m, nominal prices) 82
Table 62: Nigeria soap value forecast, 2008?13 ($m, nominal prices) 82
Table 63: Nigeria soap volume, 2003?08 (units, million) 84
Table 64: Nigeria soap volume forecast, 2008?13 (units, million) 85
Table 65: Nigeria soap brand share, by value, 2007?08 (%) 87
Table 66: Nigeria soap value, by brand 2007?08 (NGNm, nominal prices) 88
Table 67: Nigeria soap company share by value, 2007?08 (%) 90
Table 68: Nigeria soap value, by company, 2007?08 (NGNm, nominal prices) 90
Table 69: Nigeria soap distribution channels, by value, 2007?08 (%) 91
Table 70: Nigeria soap value, by distribution channel, 2007?08 (NGNm, nominal prices) 91
Table 71: Nigeria soap expenditure per capita, 2003?08 (NGN, nominal prices) 93
Table 72: Nigeria soap forecast expenditure per capita, 2008?13 (NGN, nominal prices) 93
Table 73: Nigeria soap expenditure per capita, 2003?08 ($, nominal prices) 94
Table 74: Nigeria soap forecast expenditure per capita, 2008?13 ($, nominal prices) 94
Table 75: Nigeria soap consumption per capita, 2003?08 (units) 95
Table 76: Nigeria soap forecast consumption per capita, 2008?13 (units) 95
Table 77: Global personal hygiene market value, 2008 96
Table 78: Global personal hygiene market split (value terms ($m), 2008), top five countries 99
Table 79: Global personal hygiene market volume, 2008 100
Table 80: Global personal hygiene market split (volume terms, 2008), top five countries 103
Table 81: Leading players, top five countries 104
Table 82: Nigeria key facts 106
Table 83: Nigeria personal hygiene new product launches reports, by company, 2008 109
Table 84: Nigeria personal hygiene new product launches SKUs, by company, 2008 109
Table 85: Nigeria personal hygiene new product launches (reports), by flavor and fragrances, 2008 109
Table 86: Nigeria personal hygiene new product launches (reports), by ingredients, 2008 110
Table 87: Nigeria personal hygiene new product launches (reports), by package tags or claims, 2008 110
Table 88: Nigeria personal hygiene new product launches (reports) 2008 110
Table 89: Nigeria population, by age group, 2003?08 (millions) 111
Table 90: Nigeria population forecast, by age group, 2008?13 (millions) 112
Table 91: Nigeria population, by gender, 2003?08 (millions) 112
Table 92: Nigeria population forecast, by gender, 2008?13 (millions) 113
Table 93: Nigeria nominal GDP, 2003?08 (NGNbn, nominal prices) 113
Table 94: Nigeria nominal GDP forecast, 2008?13 (NGNbn, nominal prices) 113
Table 95: Nigeria real GDP, 2003?08 (NGNbn, 2000 prices) 114
Table 96: Nigeria real GDP forecast, 2008?13 (NGNbn, 2000 prices) 114
Table 97: Nigeria real GDP, 2003?08 ($bn, 2000 prices) 114
Table 98: Nigeria real GDP forecast, 2008?13 ($bn, 2000 prices) 115
Table 99: Nigeria consumer price index, 2003?08 (2000=100) 115
Table 100: Nigeria consumer price index, 2008?13 (2000=100) 115
