Research Report on Consumer Health in                    NigeriaDiscover the latest market trends and uncover sources of f...
Inform your marketing, brand, strategy and market development, sales and supply functionsEXECUTIVE SUMMARYConsumer health ...
was grocery retailers. Modern channels, such as hypermarkets and supermarkets, are stockinganalgesics, cough, cold and all...
Table 3 Sales of Consumer Health by Category: Value 2006-2011Table 4 Sales of Consumer Health by Category: % Value Growth ...
KEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 7 May & Baker Nigeria Plc: Competitive Position 2011Ne...
SWITCHESCOMPETITIVE LANDSCAPEPharma-Deko dominates the category with a 50% value share in 2011. This is largely due to its...
SWITCHESCOMPETITIVE LANDSCAPEGlaxoSmithKline Consumer led the category, with a share of 19% value share, followed by Emzor...
Although its Tom Tom brand is not strictly considered an OTC remedy for colds and coughs,Cadbury was the outright leader i...
the poor hygiene and sanitary conditions of most urban and rural areas have made diarrhoea acommon problem, especially amo...
The growth of parapharmacies/drugstores also contributed to the performance of ear care as thischannel can provide trained...
health objectives, and holds exclusive distribution rights from the global company Richter GedeonNyrt to distribute the Po...
Over the forecast period, eye care is expected to decline by a CAGR of 1% in constant value sales.Eye care products are no...
there will be little change. Penetration is already fairly good and going forward, growth will justcontinue to be stable.C...
tighter margins, with continued price discounting. This may affect their ability to invest in newproduct developments and ...
Table 69 Sports Nutrition Company Shares 2007-2011Table 70 Sports Nutrition Brand Shares 2008-2011Table 71 Forecast Sales ...
Table 74 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011Table 75 Dietary Supplements by Po...
Table 82 Sales of Weight Management by Category: Value 2006-2011Table 83 Sales of Weight Management by Category: % Value G...
Table 88 Sales of Wound Care by Category: Value 2006-2011Table 89 Sales of Wound Care by Category: % Value Growth 2006-201...
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Research report on consumer health in nigeria

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In 2011, the consumer health industry recorded the strongest growth in current value seen since 2003. In 2009, it had suffered from the impact of the economic downturn, whilst in 2010 there was a slowdown in local production due to NAFDAC (the regulatory agency) requiring an upgrade in production standards. It was therefore inevitable that in 2011 growth will be strong. There was an upsurge in specialist retail outlets in urban areas, with chemist/pharmacy brands, such as MedPlus and HealthPlus, increasing their visibility, offering specialist services, such as in house pharmacists’ advice. The high cost of medical care is one factor responsible for growth, with patients preferring to seek self-medication or pharmacists’ advice at the initial onset of less serious illnesses. Other factors driving growth include: population growth, especially babies and infants as well as young people generally; growing incomes among specific segments of the population; and the rapid pace of urbanisation.

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Research report on consumer health in nigeria

  1. 1. Research Report on Consumer Health in NigeriaDiscover the latest market trends and uncover sources of future market growth for the ConsumerHealth industry in Nigeria with research from Euromonitors team of in-country analysts.Buy Your Copy of Report: http://www.reportsnreports.com/reports/179879-consumer-health-in-nigeria.htmlReport Details:Published: July 2012Price Single User License: US $ 2400The Consumer Health in Nigeria market research report includes:Analysis of key supply-side and demand trendsDetailed segmentation of international and local productsHistoric volumes and values, company and brand market sharesFive year forecasts of market trends and market growthRobust and transparent market research methodology, conducted in-countryOur market research reports answer questions such as:What is the market size of Consumer Health in Nigeria?What are the major brands in Nigeria?What are the main trends in OTC Healthcare?Why buy this report?Gain competitive intelligence about market leadersTrack key industry trends, opportunities and threats
  2. 2. Inform your marketing, brand, strategy and market development, sales and supply functionsEXECUTIVE SUMMARYConsumer health records its strongest value growth in over five yearsIn 2011, the consumer health industry recorded the strongest growth in current value seen since2003. In 2009, it had suffered from the impact of the economic downturn, whilst in 2010 there wasa slowdown in local production due to NAFDAC (the regulatory agency) requiring an upgrade inproduction standards. It was therefore inevitable that in 2011 growth will be strong. There was anupsurge in specialist retail outlets in urban areas, with chemist/pharmacy brands, such as MedPlusand HealthPlus, increasing their visibility, offering specialist services, such as in house pharmacists’advice. The high cost of medical care is one factor responsible for growth, with patients preferringto seek self-medication or pharmacists’ advice at the initial onset of less serious illnesses. Otherfactors driving growth include: population growth, especially babies and infants as well as youngpeople generally; growing incomes among specific segments of the population; and the rapid paceof urbanisation.Rising health awareness drives sales of vitamins and dietary supplementsThe vitamins and dietary supplements category outperformed Consumer health medication invalue growth in 2011. Such products are now increasingly available in retail outlets, includingregular retail channels, such as supermarkets, independent small grocers, and open markets.Income growth among certain segments of the population, overall child population increases, andwider product distribution, particularly in modern retail channels, all drove this growth. Awarenessis being stimulated by direct sales agents of manufacturers of leading herbal/traditional dietarysupplements, including Forever Living Products and Tianshi Health Products, in order to maximisesales. Sales are also bolstered by frequent media advertisements of herbal supplements, such asbitters. Such promotion helped to raise interest in dietary supplements administered as tonics.Emzor Pharmaceutical and GlaxoSmithKline lead in core market categoriesWith the exception of sales of medicated confectionery, which are not strictly considered OTC byusers in Nigeria, the major players in the market are in tough competition, primarily in analgesics.GlaxoSmithKline and Emzor Pharmaceutical led in analgesics, whilst Emzor also has a strongpresence in vitamins and dietary supplements. Significant in the country’s consumer healthcompetitive landscape is that success of a foreign brand requires partnership with a local playerwith access to a distribution network and good relationships with retailers. For example, Imodiumhas achieved success under Chi Pharmaceuticals.Sales growth through non-specialist retail channelsIndependent chemists/pharmacies remained the major distribution channel for consumerhealthcare products in Nigeria, although its share of sales is declining whilst there is strong growthfor parapharmacies/drugstores. However, the fastest growing channel in sales of consumer health
  3. 3. was grocery retailers. Modern channels, such as hypermarkets and supermarkets, are stockinganalgesics, cough, cold and allergy (hay fever) remedies, and vitamins and dietary supplements, andwill be important channels over the forecast period. Direct selling also continued to be an importantchannel, which is partly responsible for driving overall growth of consumer health. Internetretailing, however, remains insignificant, although it is growing.Forecast period growth expected to be stronger than in the review periodThe performance of the consumer health market is expected to be better than it was over the fiveyear review period. This will be as a result of positive population growth in the country,government efforts to check the activities of grey market operators, and expected GDP growth.Furthermore, health awareness and a desire for natural products will drive both vitamins anddietary supplements as well as herbal/traditional products, benefiting consumer health as a whole.Table of ContentsConsumer Health in Nigeria - Industry OverviewEXECUTIVE SUMMARYConsumer health records its strongest value growth in over five yearsRising health awareness drives sales of vitamins and dietary supplementsEmzor Pharmaceutical and GlaxoSmithKline lead in core market categoriesSales growth through non-specialist retail channelsForecast period growth expected to be stronger than in the review periodKEY TRENDS AND DEVELOPMENTSUrbanisation is growing rapidlyEconomic growth, but growth slower than expected in the middle classIncreased spending on health goods and medical servicesIncrease in health and wellness consciousnessNumber of babies/infants increases despite declining fertility and birth ratesMARKET INDICATORSTable 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011Table 2 Life Expectancy at Birth 2006-2011MARKET DATA
  4. 4. Table 3 Sales of Consumer Health by Category: Value 2006-2011Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011Table 5 Consumer Health Company Shares 2007-2011Table 6 Consumer Health Brand Shares 2008-2011Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010Table 9 Forecast Sales of Consumer Health by Category: Value 2011-2016Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016APPENDIXOTC registration and classificationVitamins and dietary supplements registration and classificationSelf-medication/self-care and preventative medicineSwitchesSOURCESSummary 1 Research SourcesConsumer Health in Nigeria - Company ProfilesEvans Medical Plc in Consumer Health (Nigeria)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 4 Evans Medical Plc: Competitive Position 2011May & Baker Nigeria Plc in Consumer Health (Nigeria)STRATEGIC DIRECTION
  5. 5. KEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 7 May & Baker Nigeria Plc: Competitive Position 2011Neimeth International Pharmaceuticals Plc in Consumer Health (Nigeria)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 10 Neimeth International Pharmaceuticals Plc: Competitive Position 2011Nigerian-German Chemicals Plc in Consumer Health (Nigeria)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 13 Nigerian-German Chemicals Plc: Competitive Position 2011Adult Mouth Care in Nigeria - Category AnalysisHEADLINESTRENDSThe rising awareness of oral hygiene contributed to the strong growth of 11% in this category in2011. There is growing demand for such products as an increasing number of Nigerians take oralhealth more seriously and proactively. There is also an increased availability of such productsthrough supermarkets/hypermarkets as well as in drugstores/parapharmacies – both of which arestrongly growing types of retail channels.
  6. 6. SWITCHESCOMPETITIVE LANDSCAPEPharma-Deko dominates the category with a 50% value share in 2011. This is largely due to itsownership of two leading brands – Brett Mouthwash, the leading brand, and Hexedene, the third-ranked brand. Brett Mouthwash in particular is widely available in retail outlets such assupermarkets and drugstores/parapharmacies. As a local manufacturer, Pharma-Deko has beenable to establish a wide distribution network across the country, and its brands are very prominentin chemists/pharmacies and well known. The product packaging of Brett Mouthwash in terms ofsize and types gives consumers flexibility and convenience in relation to cost and usage.PROSPECTSOver the forecast period, adult mouth care is expected to increase sales by a stable 1% CAGR inconstant value terms. Growing visibility of such products in retail outlets and increased demanddue to a higher incidence of oral conditions brought about by growing fast food and impulse foodwill spur growth.CATEGORY DATATable 11 Sales of Adult Mouth Care: Value 2006-2011Table 12 Sales of Adult Mouth Care: % Value Growth 2006-2011Table 13 Adult Mouth Care Company Shares 2007-2011Table 14 Adult Mouth Care Brand Shares 2008-2011Table 15 Forecast Sales of Adult Mouth Care: Value 2011-2016Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2011-2016Analgesics in Nigeria - Category AnalysisHEADLINESTRENDSAnalgesics remains one of the most popular forms of OTC in Nigeria only next to cough, cold andallergy (hay fever) remedies. Analgesics are seen by most Nigerians as on the go first aid remediesand palliatives to pain and undiagnosed ailments. They are also readily available in bothconventional and unconventional sales channels making them easily and readily accessible toconsumers. Again, because of the potential sales of the category, producers are competing intenselyfor market share through catchy advertising which has led to increasing awareness of the categoryamong consumers.
  7. 7. SWITCHESCOMPETITIVE LANDSCAPEGlaxoSmithKline Consumer led the category, with a share of 19% value share, followed by EmzorPharmaceutical Industries at 16% value share. GlaxoSmithKline has invested heavily in very catchyelectronic and outdoor advertising to promote its Panadol brand, which largely contributed to itsfirst place ranking as the brand level, accounting for 13% of value sales in 2011.PROSPECTSConstant value sales of analgesics are expected to rise by a CAGR of 2% over the forecast period. Asthe economy improves and people become better informed, it is expected that they will shift morefrom traditional therapy for aches and pains to orthodox medicine. The increase in formal workingculture will boost the category as stressful conditions will lead to increased demand for analgesics.CATEGORY DATATable 17 Sales of Analgesics by Category: Value 2006-2011Table 18 Sales of Analgesics by Category: % Value Growth 2006-2011Table 19 Analgesics Company Shares 2007-2011Table 20 Analgesics Brand Shares 2008-2011Table 21 Forecast Sales of Analgesics by Category: Value 2011-2016Table 22 Forecast Sales of Analgesics by Category: % Value Growth 2011-2016Cough, Cold and Allergy (Hay Fever) Remedies in Nigeria - Category AnalysisHEADLINESTRENDSThe extreme climate conditions of both the rainy and dry seasons in Nigeria is a fundamental factorthat impacts sales of cough, cold and allergy (hay fever) remedies. Many people are ignorant of thevarious preventive measures they ought to adopt under such conditions to reduce the effect ontheir health, especially the rural and urban poor while the spread of cold and cough ailments is alsovery common among adults and children. As OTC remedies are cheaper and easily accessible,patients usually buy self-medication from local pharmaceutical shops rather than patronisehospitals and clinics which are considered more expensive. The combination of these factors led tothe high demand and growth of OTC cough, cold and allergy remedies.SWITCHESCOMPETITIVE LANDSCAPE
  8. 8. Although its Tom Tom brand is not strictly considered an OTC remedy for colds and coughs,Cadbury was the outright leader in medicated confectionery, giving it a 45% value share in cough,cold and allergy (hay fever) remedies in 2011, as a whole. It provides soothing relief for catarrh,sore throats, and helps freshen the breath. Again the product is readily available in virtually anykind of shop.PROSPECTSCough, cold and allergy (hay fever) remedies will register a 2% CAGR in constant value terms overthe forecast period. Coughs are basically spread via the air and given the way public schools andtransportation systems are structured in major cities in Nigeria, coughs will continue to spread,especially among school children. The poor hygiene culture in major cities and rural communitiesin the country, and the expected economic growth, which will encourage consumers to treat earlysymptoms, will help boost forecast period growth.CATEGORY DATATable 23 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth2006-2011Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares 2007-2011Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares 2008-2011Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2011-2016Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % ValueGrowth 2011-2016Digestive Remedies in Nigeria - Category AnalysisHEADLINESTRENDSAs manufacturers resumed full operation following a long period of shut down for facility upgradeforced by the nations’ regulatory agency, NAFDAC, companies used advertising to drive theirproducts in a bid to reposition their market shares and products. As a result, significant growth wasrecorded in 2011. The nature of the work environment coupled with poor infrastructure in Nigeriameans many commuters are regularly late home for dinner. As a result, an increasing number ofworking people use digestive remedies after dinner leading to increased demand for digestiveremedies in 2011. Consumers are increasingly moving away from using herbal/traditionalremedies for indigestion due to rising sophistication and a growing urban population. Additionally,
  9. 9. the poor hygiene and sanitary conditions of most urban and rural areas have made diarrhoea acommon problem, especially among children, which has greatly influenced the rising demand fordigestive remedies.SWITCHESCOMPETITIVE LANDSCAPERanbaxy Laboratories was the leading player in 2011 with a 12% share of value sales. Buoyed byadvertising, the company’s Gestid brand is popular among consumers of digestive remedies. Thebrand’s flavour is appreciated by both adults and children while it is also available in both liquidand chewable tablet brands. The effective distribution of the product across the country and itsrelatively cheap prices further boosted its market position in 2011.PROSPECTSSales of digestive remedies are expected to grow at a constant value CAGR of 1% over the forecastperiod. Growth will continue due to the needs of a growing population, which is increasinglyurbanised and living in congested conditions. Increases in formal employment will also be a factordriving growth, given the stresses of full time employment on eating habits which will lead to a risein digestive ailments. The positive 1% CAGR in constant terms during the forecast period will be aconsiderable improvement on the negative CAGR of 3% in constant terms over the review period.CATEGORY DATATable 29 Sales of Digestive Remedies by Category: Value 2006-2011Table 30 Sales of Digestive Remedies by Category: % Value Growth 2006-2011Table 31 Digestive Remedies Company Shares 2007-2011Table 32 Digestive Remedies Brand Shares 2008-2011Table 33 Forecast Sales of Digestive Remedies by Category: Value 2011-2016Table 34 Forecast Sales of Digestive Remedies by Category: % Value Growth 2011-2016Ear Care in Nigeria - Category AnalysisHEADLINESTRENDSFollowing years where ear care sales rose by under 6%, 2011 recorded a significant improvement,posting an 8% uplift. While ear care growth had previously been limited by a lack of awareness, by2011 awareness of health problems, such as ear care and the need to treat ear problems beganincreasing, whilst at the same time the cost of medical care boosted demand for self-medication.
  10. 10. The growth of parapharmacies/drugstores also contributed to the performance of ear care as thischannel can provide trained pharmacy staff who are available for consultation and who helpconsumers choose medications for their health problems.SWITCHESCOMPETITIVE LANDSCAPEThe ear care products category in Nigeria is highly fragmented. The leading player was the localDrugfield Pharmaceuticals with a 2% value share. Its flagship brand, Betadrone-N, held a valueshare of just under 2%, through good distribution in stores and a relatively low price.PROSPECTSOver the forecast period, ear care is expected to witness a declining CAGR of 1% in constant valueterms. The unit prices of ear care products will remain stable year on year, rising slower thanoverall inflation.CATEGORY DATATable 35 Sales of Ear Care: Value 2006-2011Table 36 Sales of Ear Care: % Value Growth 2006-2011Table 37 Ear Care Company Shares 2007-2011Table 38 Ear Care Brand Shares 2008-2011Table 39 Forecast Sales of Ear Care: Value 2011-2016Table 40 Forecast Sales of Ear Care: % Value Growth 2011-2016Emergency Contraception in Nigeria - Category AnalysisHEADLINESTRENDSDue to strong religious beliefs in the country and a large rural population, emergency contraceptionusage has been stymied in Nigeria. However with growing urbanisation and wider retailavailability, the category saw quite good growth in current value of 8% in 2011. Educated youngadults are starting to view it as an available option, in case of emergency, although at the same timereligious views continue to limit its use.COMPETITIVE LANDSCAPEThe social marketing organisation, Society for Family Health, was the leading player in this categoryin 2011 with a value share of 28%. Society for Family Health uses private means to carry out public
  11. 11. health objectives, and holds exclusive distribution rights from the global company Richter GedeonNyrt to distribute the Postinor and Postinor-2 brands, which hold the leading positions. In line withits objective to protect women’s reproductive health, the company emphasises wide distributionacross the country, with the products available widely in chemists/pharmacies and at PatentMedicine Seller outlets.PROSPECTSOver the forecast period, emergency contraception is expected to witness a constant value CAGRdecline of 1%.CATEGORY DATATable 41 Sales of Emergency Contraception: Value 2006-2011Table 42 Sales of Emergency Contraception: % Value Growth 2006-2011Table 43 Emergency Contraception Company Shares 2007-2011Table 44 Emergency Contraception Brand Shares 2008-2011Table 45 Forecast Sales of Emergency Contraception: Value 2011-2016Table 46 Forecast Sales of Emergency Contraception: % Value Growth 2011-2016Eye Care in Nigeria - Category AnalysisHEADLINESTRENDSEye care suffers from low consumer awareness in Nigeria. However, increasing cases of eye relatedailments are gradually bringing the benefits of and need for eye care to public notice.Environmental pollution, extreme weather conditions and improved income resulted in categorygrowth year on year over the review period. The increasing incidence of glaucoma and eye itchingencouraged sufferers to seek medical assistance thereby resulting in growth of the category. Theageing population is also a contributing factor to category growth.SWITCHESCOMPETITIVE LANDSCAPENovartis Pharma Services led in 2011with a 15% share of value sales. Opticians and mostpharmacists readily recommend its two leading brands (Viscotears and Spersallerg Eye Drops) topatients because of their reputation for quality and the brands are well marketed and widelyavailable.PROSPECTS
  12. 12. Over the forecast period, eye care is expected to decline by a CAGR of 1% in constant value sales.Eye care products are not considered the most essential by consumers, despite a growing need,therefore growth will be slow, whilst prices will rise slower than the rate of overall inflation.CATEGORY DATATable 47 Sales of Eye Care by Category: Value 2006-2011Table 48 Sales of Eye Care by Category: % Value Growth 2006-2011Table 49 Standard Eye Care by Format: % Value Breakdown 2007-2011Table 50 Standard Eye Care by Positioning 2007-2011Table 51 Eye Care Company Shares 2007-2011Table 52 Eye Care Brand Shares 2008-2011Table 53 Forecast Sales of Eye Care by Category: Value 2011-2016Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2011-2016Herbal/Traditional Products in Nigeria - Category AnalysisHEADLINESTRENDSHerbal/traditional products are benefiting from the activities of direct sellers, such as TianshiHealth Products and Forever Living Products, which have popularised the benefits of suchproducts, particularly dietary supplements. Such activities have raised awareness and also boostednon-direct selling companies, which are promoting their products in stores, building on a stronglocal tradition towards herbal products usage. As such, growth in 2011 was faster than the reviewperiod CAGR of 10%.COMPETITIVE LANDSCAPEIn 2011, the leading company in herbal/traditional products was Plethico Pharmaceuticals, whichheld a 27% value share. The company’s Travisil range of cough, cold and allergy (hay fever)remedies is quite popular and widely available. In terms of dietary supplements in particular,Forever Living Products, the direct seller, led sales with a 4% value share, with OtsukaPharmaceutical and Tianshi Health Products holding value shares of 3% each.PROSPECTSOver the forecast period, the category is expected to see sales increase in constant value terms by aCAGR of 1%. Growth will continue to be strong in line with demand for “natural” products withreduced side effects as well as increased promotion by companies. Compared to the review period,
  13. 13. there will be little change. Penetration is already fairly good and going forward, growth will justcontinue to be stable.CATEGORY DATATable 55 Sales of Herbal/Traditional Products: Value 2006-2011Table 56 Sales of Herbal/Traditional Products: % Value Growth 2006-2011Table 57 Herbal/Traditional Products Company Shares 2007-2011Table 58 Herbal/Traditional Products Brand Shares 2008-2011Table 59 Forecast Sales of Herbal/Traditional Products: Value 2011-2016Table 60 Forecast Sales of Herbal/Traditional Products: % Value Growth 2011-2016Medicated Skin Care in Nigeria - Category AnalysisHEADLINESTRENDSMedicated skin care produced a significant growth rate in 2011. While producers promoted theirproducts with improved marketing activities, the fast growing young and health consciousconsumer groups also helped the category achieve such good positive growth in 2011. Asdisposable income grows due to economic recovery, consumers are spending more on skin careproducts, which they had hitherto considered non-essential.SWITCHESCOMPETITIVE LANDSCAPENeimeth International Pharmaceuticals led 2011 sales with a 16% value share. The company’s NCPantiseptic brand (formerly TCP) is quite popular among consumers as the brand continues to showyear-on-year growth. Furthermore, the company’s Trosyd brand is quite popular and has wideacceptability. Thanks to its robust and effective marketing strategy, the company’s products areavailable across the nation thereby further increasing its market penetration and value share.PROSPECTSIt is anticipated that medicated skin care will decline by a marginal 1% CAGR in constant value overthe forecast period. Increased Westernisation as well as higher visible marketing by companies willresult in a better performance compared to the review period. The grey market will pose the mostserious threat to growth of medicated skin care in Nigeria. Should the influx of cheap substitutesand unregistered generics imported from abroad continue, key players are likely to experience
  14. 14. tighter margins, with continued price discounting. This may affect their ability to invest in newproduct developments and advertising.CATEGORY DATATable 61 Sales of Medicated Skin Care by Category: Value 2006-2011Table 62 Sales of Medicated Skin Care by Category: % Value Growth 2006-2011Table 63 Medicated Skin Care Company Shares by Value 2007-2011Table 64 Medicated Skin Care Brand Shares 2008-2011Table 65 Forecast Sales of Medicated Skin Care by Category: Value 2011-2016Table 66 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2011-2016Sports Nutrition in Nigeria - Category AnalysisHEADLINESTRENDSThis new category which was only just launched in 2007 is continuing to show robust growth.Products are now more available through the mass channel of supermarkets as well as being moreprominent in chemists/pharmacies and parapharmacies/drugstores.COMPETITIVE LANDSCAPEVitabiotics dominated sports nutrition in 2011 with a value share of 91%. Its Wellman Sport brandis a strong brand name that is widely available in retail outlets and prominently promoted.Vitabiotics’s share increased by ten percentage points in 2011 over the previous year as itincreased the presence of Wellman Sport in retail outlets across the country, including insupermarkets.PROSPECTSHaving grown very rapidly since its launch in 2007, the category has now stabilised. Nevertheless,the popularity of these products will grow, due to increased health awareness and the fitness trendamong the growing young demographic. Nonetheless, constant value sales are expected to declineby a CAGR of 1% over the forecast period.CATEGORY DATATable 67 Sales of Sports Nutrition: Value 2006-2011Table 68 Sales of Sports Nutrition: % Value Growth 2006-2011
  15. 15. Table 69 Sports Nutrition Company Shares 2007-2011Table 70 Sports Nutrition Brand Shares 2008-2011Table 71 Forecast Sales of Sports Nutrition: Value 2011-2016Table 72 Forecast Sales of Sports Nutrition: % Value Growth 2011-2016Vitamins and Dietary Supplements in Nigeria - Category AnalysisHEADLINESTRENDSVitamins and dietary supplements is one of the fastest growing categories in consumer health as awhole. Such products are widely available in retail outlets, including regular retail channels, such assupermarkets, independent small grocers, and open markets. There is also strong marketing andpromotion by major players.VITAMINSDIETARY SUPPLEMENTSCOMPETITIVE LANDSCAPEIn 2011, the leading player in vitamins and dietary supplements was Emzor PharmaceuticalIndustries, which held a 7% value share. The company’s lead stemmed from its wide range ofvitamins and multivitamins, including a paediatric range. It advertises its products in retail outletswith in-store posters and flyers and ensures wide availability across the country. Thus, the majorityof chemists/pharmacies and drugstores/parapharmacies across the country have very visibleEmzor branding, thereby endearing the company’s brand in the minds’ of consumers, leading to itsincreased popularity across the country. It also has a competitive price positioning, with itsproducts relatively more affordable than those of its major competitors, giving it a huge advantagein volume sales over other companies, which also translates into strong value sales.PROSPECTSOver the forecast period, vitamins and dietary supplements will see a constant value CAGR of 2%.Such products will continue to be popular as consumers try to take preventative measures withregards to their health. With a growing population, including babies and infants, as well as risingincomes, growth will be faster than it was over the review period, where it registered a decliningCAGR of 1% in constant terms.CATEGORY DATATable 73 Sales of Vitamins and Dietary Supplements by Category: Value 2006-2011
  16. 16. Table 74 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011Table 75 Dietary Supplements by Positioning 2007-2011Table 76 Vitamins and Dietary Supplements Company Shares 2007-2011Table 77 Vitamins and Dietary Supplements Brand Shares 2008-2011Table 78 Vitamins Brand Shares 2008-2011Table 79 Dietary Supplements Brand Shares 2008-2011Table 80 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2011-2016Table 81 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2011-2016Summary 14 Dietary Supplements: Brand Ranking by Positioning 2011Weight Management in Nigeria - Category AnalysisHEADLINESTRENDSIn 2011, the category registered a strong increase in demand due to growing concerns about weightand increasing Westernisation. Although in Nigeria, weight has traditionally not been considered anegative issue, thanks to growing exposure to Western culture, the young middle class in particularhave become more conscious about their weight. Furthermore, leading players have also engaged inextensive marketing of their products, such as the direct seller Edmark. As a result, the 2011growth of 13% was higher than the CAGR of 11% recorded over the review period.COMPETITIVE LANDSCAPEEdmark dominates sales in the category with a value share of 47% in 2011. The company’s EdmarkMRT Complex, a meal replacement therapy product, is quite popular and well distributed. Thisposition was also underpinned by the vigorous marketing strategies of its distributors and directselling agents, who specifically target working consumers who represent the main consumer group.PROSPECTSOver the forecast period, weight management is expected to increase sales by a constant valueCAGR of 2%, which will compare favourably to the declining CAGR of 1% in constant terms over thereview period. With a growing young population, which is increasingly Westernised, growth shouldcontinue to be strong, as there will be increasing desire for a slim appearance and healthy bodies.CATEGORY DATA
  17. 17. Table 82 Sales of Weight Management by Category: Value 2006-2011Table 83 Sales of Weight Management by Category: % Value Growth 2006-2011Table 84 Weight Management Company Shares 2007-2011Table 85 Weight Management Brand Shares 2008-2011Table 86 Forecast Sales of Weight Management by Category: Value 2011-2016Table 87 Forecast Sales of Weight Management by Category: % Value Growth 2011-2016Wound Care in Nigeria - Category AnalysisHEADLINESTRENDSWound care provision in Nigeria remains basic and limited to traditional formats. Growthcontinued to be stable but not strong (compared to other consumer health categories) in 2011,increasing by 7% in current value terms. There was some growing awareness of safety principlesand the need to stock up on wound treatments in case of unexpected accidents. This is largelyattributable to a growing formal working culture, in which learning about safety at work istransferred to the home environment. Growth was also driven by wider availability in retailchannels, particularly in new modern channels of supermarkets/hypermarkets. Althoughchemists/pharmacies and parapharmacies/drugstores are the main distribution channels, somelarge supermarkets, such as Game and Shoprite, are stocking wound treatments, wideningavailability to consumers who no longer have to go specifically to chemists/pharmacies for suchproducts.COMPETITIVE LANDSCAPEJohnson & Johnson led the category in 2011 with a 20% value share. This was thanks to itsownership of the leading Band Aid brand, which has a strong brand name and good visibility inchemists/pharmacies and parapharmacies/drugstores. The company also saw the strongestincrease in share in 2011, with a half a percentage point increase from 2010. It has widened itsretail presence, particularly in the modern supermarkets and hypermarkets channels.PROSPECTSAlthough wound care awareness has been increasing, it continues to be bought by only a minorityof the population. Therefore, over the forecast period sales will decline by a constant value CAGR of3%. Competition from homemade alternatives and black market sales is expected to limit growth,whilst international brands will struggle to establish a low cost and profitable presence in themarket.CATEGORY DATA
  18. 18. Table 88 Sales of Wound Care by Category: Value 2006-2011Table 89 Sales of Wound Care by Category: % Value Growth 2006-2011Table 90 Wound Care Company Shares 2007-2011Table 91 Wound Care Brand Shares 2008-2011Table 92 Forecast Sales of Wound Care by Category: Value 2011-2016Table 93 Forecast Sales of Wound Care by Category: % Value Growth 2011-2016Browse more Research Reports @ http://www.reportsnreports.com/market-research/healthcare/Contact Us:TX, Dallas North - Dominion Plaza,17304, Preston Road,Suite 800, Dallas 75252.+ 1 888 391 5441Email: sales@reportsandreports.comConnect With Us:

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