COMPETITIVE LANDSCAPE
Incumbent global brand maintains leadership through quality positioning and store visibility
Footwear in Nigeria remained fragmented in 2025, although fragmentation showed signs of reducing due to the strong growth of the leading brand, adidas. The top manufacturer, adidas Group, held an 8% share in 2025, up from 7% in 2024, driven by the opening of two major new outlets in high-income areas.
Local brands expand through affordability and traditional styles
Despite the strength of the leader, local challenger brands also gained ground in 2025 due to their ability to meet local tastes and styles. Currency depreciation made imports significantly more expensive, driving consumers to seek affordable but good quality options through local brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Footwear industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Footwear in Nigeria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Footwear in Nigeria?
- Which are the leading brands in Nigeria?
- How are products distributed in Nigeria?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Footwear in Nigeria?
- Where is future growth expected to be most dynamic?
Footwear in Nigeria - Category analysis
KEY DATA FINDINGS
Local brands compete with local styles amid currency-driven disruption in footwear
Inflation stabilisation enables volume recovery despite weak currency
Local production expands whilst sustainability gains traction
Young urban population expected to demand sophisticated footwear
All footwear categories expected to see growth, whilst women's footwear will still dominate
Local brands poised to expand through sustainability and e-commerce
Incumbent global brand maintains leadership through quality positioning and store visibility
Local brands expand through affordability and traditional styles
Apparel and footwear specialists drives offline sales
Retail e-commerce experiences continued growth
Apparel and Footwear in Nigeria - Industry Overview
Growth for apparel and footwear amid e-commerce expansion and local brand emergence
Improved performance driven by price stabilisation and essential demand
Market polarisation, with cheap imported brands and local luxury brands performing well
Local premium brands offer a modern twist on ethnic clothing
Tariffs and supply chain disruptions influence dynamics
Local brands and population growth to drive expansion
Modern retail and local production set to boost sales of apparel
E-commerce and sustainability expected to drive growth
Movements in the competitive landscape, while high fragmentation remains
Emerging players and e-commerce to shape future dynamics
Offline specialist retailers dominate sales of apparel and footwear
Retail e-commerce is the fastest growing channel
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Footwear
- Children's Footwear
- Men's Footwear
- Women's Footwear
Footwear
This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.
See all of our definitionsWhy buy 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
This report originates from Passport, our Footwear research and analysis database.
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