Boston, MA -- (SBWIRE) -- 10/28/2014 -- Baby and child-specific products saw a positive performance in 2013, as marketing activities and the rising baby population helped to drive sales. As the category became more competitive, producers drove their brands with increased marketing activities, which helped to create awareness of the benefits of baby and child-specific products. Furthermore, the year-on-year growth in the baby population also contributed to the increase in value sales, due to new consumers entering the market.

Competitive Landscape

PZ Cussons Nigeria led baby and child-specific products in 2013 with a 27% value share. The company has a long-standing presence in Nigeria, and its Cussons Baby brand range is popular. Furthermore, the company has an in-depth understanding of the market; developing new products to meet the changing needs of consumers. The company also operates an effective distribution network which covers the Nigerian market. The company was followed closely by Unilever Nigeria in 2013.

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Industry Prospects

The rising baby population, marketing activities and economic improvements will help to push growth in baby and child-specific products over the forecast period, with a value CAGR of 1% at constant 2013 prices. As the category becomes more competitive, producers are expected to increase their marketing activities with advertising and brand extensions, whilst seeking new market opportunities over the forecast period. The rising baby population will also help to grow sales, as parents will continue to find better ways of keeping their children healthy. Furthermore, an expected improvement in the economy will help to boost consumers' confidence in spending more on baby and child-specific products.

Report Overview

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

The Baby Care 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

Our market research reports answer questions such as:

- What is the market size of Baby Care in Nigeria?
- What are the major brands in Nigeria?
- What are the movements in unit prices across categories?
- What is the penetration of premium baby care products?

Reasons to Get this Report:

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

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