Summary

While there was double-digit current value growth in retail in 2022, constant value sales fell and there was limited openings of outlets, as continuing soaring inflation hit consumer purchasing power. Also, the Nigerian oil industry did not benefit as much as it could have from elevated global oil prices as output was low due to infrastructure deficiencies and on the other hand, the economy was negatively impacted by elevated global gas and food prices. In addition, the naira also devalued, maki...

Euromonitor International's Retail in Nigeria report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

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Table of Contents

Retail in Nigeria
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN NIGERIA
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Shoppers shop locally in 2022
E-commerce, along with social commerce, gains further value share
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Christmas
Back to School
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong performance for convenience stores
Forecourt retail continues to perform weakly
Convenience stores drives overall growth, despite exit of Best Choice
PROSPECTS AND OPPORTUNITIES
Muted constant value growth, as inflation continues to bite
Competition expected to increase over the forecast period
Omnichannel approach needed to remain competitive
CHANNEL DATA
Table 54 Convenience retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience retailers GBO Company Shares: % Value 2018-2022
Table 59 Convenience retailers GBN Brand Shares: % Value 2019-2022
Table 60 Convenience retailers LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fall in spending power limits growth potential
Further casualty, as Shoprite exits
Jara performs well and benefits from exit of Shoprite
PROSPECTS AND OPPORTUNITIES
Muted constant value growth, as inflation continues to bite
Increase in costs of imports makes discounters less competitive on price
Growing urban population in suburban areas can drive expansion
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Discounters GBO Company Shares: % Value 2018-2022
Table 68 Discounters GBN Brand Shares: % Value 2019-2022
Table 69 Discounters LBN Brand Shares: Outlets 2019-2022
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hypermarkets sees slow growth in 2022 due to poor economy
Major blow, as Massmart announces exit plans
New owners of Shoprite look to stabilise operations
PROSPECTS AND OPPORTUNITIES
Economic recovery needed to boost growth
Growing urban population supports demand
Shoprite could see further expansion over forecast period
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Supermarkets perform well in 2022, despite poor economic conditions
Growing competition as leading retailers increase the number of outlets
Supermarkets begin to embrace digitalisation
PROSPECTS AND OPPORTUNITIES
Economic recovery will boost growth
Focus on improving the customer experience
Small investors will also help to drive strong growth in store numbers
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Supermarkets GBO Company Shares: % Value 2018-2022
Table 82 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 83 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Small local grocers best performing grocery retailer in 2022
Consumers continue to shop locally post lockdowns
Technology supporting growth of small local grocers
PROSPECTS AND OPPORTUNITIES
As economy improves, consumers return to modern grocery retailing
Growth in the urban population boost sales
Digitalisation improves distribution and lowers costs
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers LBN Brand Shares: Outlets 2019-2022
Table 89 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 90 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fall in constant value sales, as inflation bites
More upmarket apparel operators fare best
Apparel operators increasing using the digital space to improve the customer experience
PROSPECTS AND OPPORTUNITIES
Once inflation stabilises, sector will recover
More premium operators will register higher growth
A renewed appreciation of traditional clothing will benefit local apparel and footwear specialist retailers
CHANNEL DATA
Table 91 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 92 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 93 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 94 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 95 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 96 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 97 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fall in constant value sales, as inflation bites
Major chains struggle as consumers shift to lower priced brands
Appliance and electronic specialists compete effectively with other channels
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth over forecast period
Local consumer interest in gadgets will continue to grow, but most will buy them from informal retailers or second hand
E-commerce will expand but will largely remain limited to lower-value items
CHANNEL DATA
Table 98 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 99 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 100 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 101 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 102 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 103 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 104 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Pharmacies fare better than beauty specialists
More premium beauty specialists fare better
E-commerce and social commerce continue to complement in-store sales
PROSPECTS AND OPPORTUNITIES
Stabilising inflation likely to help growth recover
Growing awareness of health issues supports growth of pharmacies
Diversified offerings will support demand for cosmetics
CHANNEL DATA
Table 105 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 106 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 107 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 108 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 109 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 110 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 111 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 112 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 113 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 114 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 115 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fall in constant value sales, as inflation bites
Homewares and home furnishings fare best
Vitafoam continues to lead due to strong brand loyalty and distribution strength
PROSPECTS AND OPPORTUNITIES
Stabilising inflation and rents likely to benefit growth
Government faces an uphill battle to boost home ownership
Hypermarkets represent a competitive threat to home product specialists
CHANNEL DATA
Table 116 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 117 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 118 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 119 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 120 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 121 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 122 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 123 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 124 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 125 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 126 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fall in constant value sales, as inflation bites
Variety stores grow strongly, driven by Konga and Miniso expansion
Muted performance for department stores
PROSPECTS AND OPPORTUNITIES
If inflation can be brought under control, sales will benefit
New store openings will drive growth in department stores
Variety stores register further growth
CHANNEL DATA
Table 143 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 144 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 145 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 146 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 147 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 148 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 149 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 150 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 151 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 152 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 153 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fall in constant value sales, as inflation bites
Direct selling increasingly entering the online space
Forever Living closing in on Oriflame
PROSPECTS AND OPPORTUNITIES
Opening up of society and inflation stabilising will boost sales
Reputation of direct selling hampered by illegal operators
E-commerce and social commerce to support growth of direct selling
CHANNEL DATA
Table 127 Direct Selling by Product: Value 2017-2022
Table 128 Direct Selling by Product: % Value Growth 2017-2022
Table 129 Direct Selling GBO Company Shares: % Value 2018-2022
Table 130 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 131 Direct Selling Forecasts by Product: Value 2022-2027
Table 132 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN NIGERIA
2022 DEVELOPMENTS
RETAIL E-COMMERCE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Retail e-commerce continues to register high growth
Social commerce complements and competes against e-commerce
Growing competition further boosts retail e-commerce
PROSPECTS AND OPPORTUNITIES
Consumer familiarity to drive growth as more Nigerians gain access to internet enabled
Fastest growing retail channel over forecast period
Arrival of Amazon changes the competitive landscape
CHANNEL DATA
Table 133 Retail E-Commerce by Channel: Value 2017-2022
Table 134 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 135 Retail E-Commerce by Product: Value 2017-2022
Table 136 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 137 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 138 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 139 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 140 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 141 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 142 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027