Market Report, "Baby and Child-Specific Products in Nigeria", Published
With improving GDP growth in Nigeria, consumers with improved incomes increased purchases of baby and child-specific products. Thus, the category was able to post strong current value growth of 13%, compared to 10% growth over the review period. Manufacturers intensified their brand campaigns through advertising and point-of-sale promotions, increasing the visibility of their brands in key outlets. The growth of the supermarket channel also increased visibility among middle-class shoppers.
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