In 2025, apparel accessories in Nigeria experienced a rebound to growth in retail volume terms, and saw even stronger retail current value growth than in the previous year, driven by stabilising inflation and unit prices. A notable shift was seen towards local brands and affordable Asian imports. The category is highly fragmented and polarised, with a large number of small brands operating alongside premium and luxury brands. Growth is anticipated over the forecast period to 2030, driven by a re

Childrenswear in Nigeria experienced dynamic retail current value growth in 2025, driven by stabilising inflation and market polarisation, with consumers increasingly choosing either high-end or very affordable options. Although the category remained fragmented, local brands like Ivory Kids capitalised on their understanding of local tastes and preferences, while international brands faced challenges due to high import costs. Baby and toddler wear remained the largest category, driven by the ess

Footwear demonstrated strength in Nigeria in 2025, with the retail volume and current value growth performances improving from the previous year due to stabilising inflation and the increased availability of affordable products. Sales and growth were driven by demand for women's footwear. The category is characterised by a mix of global players and local brands, with local brands gaining ground due to their ability to meet local tastes and styles, benefiting from currency depreciation, which mad

In 2025, jeans in Nigeria demonstrated better performances in both retail volume and current value terms than in the previous year, with growth driven by stabilising inflation rates and strong demand for casual, comfortable apparel. Growth is expected to continue by both measures to 2030, driven by economic recovery and increasing urbanisation. The category was characterised by polarisation in 2025, with economy jeans and super premium jeans seeing the highest value growth rates. Local brands su

Apparel and footwear in Nigeria demonstrated strength in 2025, with retail volume and current value sales growing despite challenging economic conditions. Local brands and affordable imports drove growth, with local brands benefiting from currency depreciation, which positioned domestic producers competitively. Sales are anticipated to continue to rise in both retail volume and current value terms, driven by population expansion, the young consumer base, accelerating urbanisation, and rising inc

Sportswear in Nigeria demonstrated dynamic retail current value growth in 2025, driven by local brands that infused local styles with sustainable production practices and offered inclusive sizes. This trend, combined with rising health consciousness and increased participation in sport and exercise among consumers, contributed to the positive performance of sportswear. Global brand adidas strengthened its leading position through the opening of a mega store in Lekki, Lagos, whilst emerging brand

Womenswear in Nigeria experienced improved performances in both retail volume and current value terms in 2025, driven by stabilised inflation and the availability of affordable products. The growing employed female population expanded the consumer base, supporting demand for formalwear, Western clothing, and traditional/ethnic styles. While improved economic conditions and the availability of affordable new products supported sales, there was a simultaneous and growing preference for thrift fash

Menswear in Nigeria experienced significant retail current value growth of 26% in 2025, with sales reaching NGN237.2 billion, driven by stabilising economic conditions and the availability of affordable imports. The category is characterised by a dynamic competitive landscape, with local brands capitalising on cultural relevance and technology to drive sales. The forecast indicates continued strong current value growth, driven by urbanisation and rising incomes among young males, with a CAGR of

Hosiery in Nigeria experienced a rebound to retail volume growth in 2025, while retail current value growth was dynamic. This stronger performance was driven by local brands and the essential demand for non-sheer hosiery. Disposable income in Nigeria rose in 2025, indicating a slight recovery in consumer spending power. Hosiery remained highly fragmented in 2025, with a mix of local and international brands competing through affordability. Local production became increasingly significant, with b

Dishwashers in Nigeria remains an extremely niche luxury category, constrained by low consumer awareness, prohibitive pricing and economic pressures. LG dominates through strong brand recognition and retail presence, whilst e-commerce leads distribution with broader product variety. Rising electricity costs are prompting interest in energy-efficient models, and compact designs from Chinese brands and Black & Decker address urban space constraints. Modest growth prospects hinge on increasing empl

Food preparation appliances registered volume growth in Nigeria in 2025, driven by essential products like blenders and food processors. Despite economic challenges, affordability from manufacturers and rising health consciousness supported demand. The growing number of women in formal employment propelled purchases of time-saving appliances. Social media marketing and influencer partnerships emerged as critical tools for brand visibility, with new entrants challenging established players. E-com

Home laundry appliances in Nigeria faced challenging conditions in 2025, with manufacturers implementing price reduction strategies amid constrained consumer purchasing power. Hisense retained its leadership through affordable, durable products across multiple price segments. Energy efficiency innovations are expected to drive expansion as manufacturers reduce electricity consumption amid high tariffs. Growing female participation in paid employment and tech-savvy younger generations will accele

Large cooking appliances in Nigeria faced volume contraction in 2025 driven by economic pressures, but is forecast for moderate growth over the coming years. Whilst the overall category declined, cooker hoods bucked this trend through rising consumer awareness of ventilation benefits and a notable shift from traditional gas cookers to compact hobs, reflecting changing urban housing patterns and affordability priorities. The market's future attractiveness stems from anticipated economic recovery,

Personal care appliances rebounded in 2025 following price reductions and the launch of cordless and portable hair care appliances that appealed to young, fashionable consumers. Growing health and wellness awareness drove Nigerians towards personal ownership rather than shared equipment. Oraimo captured significant share from established brands through aggressive promotions and stylish product offerings. The increasing participation of women in the formal workforce is set to drive future demand,

Refrigeration appliances in Nigeria performed strongly in 2025 despite rising unit prices, driven by affordable brands and consumer adjustment to economic pressures. Extended warranties from Haier and LG built consumer confidence, whilst energy efficiency became critical amid high electricity tariffs. Hisense maintained leadership through affordability and widespread availability, whilst Haier advanced through product quality and service. Appliances specialists remained dominant, reinforced by m

Small cooking appliances in Nigeria recorded modest growth in 2025, with air fryers leading momentum through health-focused marketing and social media influencer campaigns. Despite persistent economic challenges, consumers embraced healthier cooking methods, whilst freestanding hobs maintained a dominant position. Brands leveraged digital platforms to amplify product awareness, particularly amongst younger consumers. Over the forecast period, economic recovery and rising disposable incomes are e

2025 continued to be a challenging year for vacuum cleaners in Nigeria due to low awareness and consumers’ perception of this appliance as a luxury. Furthermore, many local consumers still prefer the traditional method of cleaning, which is more affordable when compared to using vacuum cleaners for household tasks.

Microwaves in Nigeria expanded in 2025 as price sensitivity drove consumers towards affordable brands, enabling budget players to capture leadership from premium competitors. Energy-efficient inverter technology gained traction amid rising electricity costs, while busy lifestyles sustained demand for convenient solutions. The category is projected to benefit from competitive pricing, expanding e-commerce, and smart features awareness. Success requires affordability, energy efficiency, and value-

Consumer appliances in Nigeria returned to volume growth in 2025, reversing two consecutive years of decline, driven by urban expansion, hot weather conditions and rising demand for energy-efficient products. Price sensitivity continued to shape competitive dynamics, with affordable brands gaining share whilst premium players faced constraints. Hisense maintained leadership in major appliances and air conditioners through its price-led strategy, whilst Haier secured strong positioning via qualit

Air conditioners in Nigeria experienced strong growth in 2025 despite foreign exchange challenges, driven by price reductions, harsh weather conditions and urban expansion. Manufacturers established direct retail outlets whilst regulatory authorities approved energy performance standards. Energy-efficient inverter technology emerged as the primary growth driver, supported by government policy implementation and local sustainable production initiatives. Brand competition intensified around afford

While debit cards in Nigeria showed another positive performance in 2025, circulation numbers and volume and current value transactions grew at slower rates than in 2024. This was partly because cash shortages in the country eased somewhat, particularly over the latter half of the year. The slowdown also reflected the enduring tendency of households and businesses to rein in spending amidst still-elevated inflationary pressures. Nonetheless, the pace of the category’s expansion remained impressi

Financial cards and payments in Nigeria performed positively in 2025, with total card circulation numbers and volume and current value transactions rising at healthy rates. The overall pace of expansion was tempered somewhat by relatively cautious attitudes to borrowing and spending among households and businesses as the Central Bank of Nigeria (CBN) maintained high interest rates in an effort to curb inflation and stabilise the naira. Nonetheless, the use of debit cards, credit cards, pre-paid

Consumer credit in Nigeria saw growth in total gross lending and the overall outstanding balance slow substantially in current value terms in 2025. With the CBN keeping its benchmark interest rate at a historical peak of 27.5% for most of the year, the elevated cost of borrowing made consumers wary of taking on additional debt. Similarly cautious attitudes prevailed among banks as the March 2026 deadline for new minimum capitalisation rules approached and the increased risk of default was compou

Pre-paid cards in Nigeria continued to expand rapidly in 2025, with circulation numbers and volume and current value transactions increasing at double-digit rates. The category is both a key contributor to and beneficiary of ongoing improvements in financial inclusion and literacy among the population, as these instruments are much more easily accessible than debit and credit cards. Moreover, consumer appreciation for their convenience, capacity to facilitate better control over spending and pot