Bath and Shower in Nigeria - New Market Study Published
Nigerian consumers are becoming more sophisticated, and increasingly desire products with added-value rather than simple bar soap, boosting value sales. Poorer consumers are trading up from cheaper laundry soaps, whilst more consumers are purchasing more expensive products, such as body wash/shower gel. There is also intense competition amongst producers of bar soap, with advertising, an increase in the range of brands (such as Dettol's wide range of "natural" products), and higher visibility in stores.
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