Competitive Landscape
Wemy Industries Strengthen Lead as Rivals Capture Value with Affordable and Premium Wipes
Wipes in Nigeria remained fragmented but is showing a moderate trend towards concentration, as the top five companies now collectively account for a larger share of retail value than in previous years. Wemy Industries Ltd held the lead with a retail value share of 23% in 2025, building on steady growth from 20% in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Nigeria?
- Which are the leading brands in Wipes in Nigeria?
- How are products distributed in Wipes in Nigeria?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Nigeria - Category analysis
Key Data Insights
Asian and Local Brands Win Share as Affordability Takes Centre Stage
Asian and Local Brands Win Share as Affordability Takes Centre Stage
Demand Shifts Towards Mild and Natural Wipes
Emerging Brands Leverage Natural Positioning to Gain Distribution
Brands to Attract New Buyers with Affordable Baby Wipes and Wider Choice
Brands to Continue to Innovate with Skin-Friendly and Antibacterial Features
Wemy Industries Strengthen Lead as Rivals Capture Value with Affordable and Premium Wipes
Health and Beauty Specialists Expand Reach as Pharmacies Drive Trust
Tissue and Hygiene in Nigeria - Industry Overview
Companies Expand Affordable Pack Sizes to Drive Brand Loyalty
Key Data Insights
Companies Expand Affordable Pack Sizes to Drive Brand Loyalty
Convenience and Comfort Boost Retail Adult Incontinence
Brands Tap into Demand for Natural and Skin-Friendly Products
Rising Incomes to Prompt Shift From Substitutes to Specialised Hygiene
Retail Adult Incontinence to Continue Leading Growth as Brands Target Awareness
Brand Innovation and Awareness Campaigns Set to Expand Reach and Boost Demand
Mallinson Group Disrupts Share Hierarchy as Bel Impex Consolidates Leadership
Small Local Grocers Drive Immediate Purchases as Consumers Prioritise Proximity
Supermarkets and E-Commerce Attract Value Seekers and Modern Shoppers
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
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 Wipes research and analysis database.
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