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.

1. Research Report on Consumer Health in
Nigeria
Discover the latest market trends and uncover sources of future market growth for the Consumer
Health industry in Nigeria with research from Euromonitor's team of in-country analysts.
Buy Your Copy of Report: http://www.reportsnreports.com/reports/179879-
consumer-health-in-nigeria.html
Report Details:
Published: July 2012
Price Single User License: US $ 2400
The Consumer Health in Nigeria market research report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country
Our 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 leaders
Track key industry trends, opportunities and threats

2. Inform your marketing, brand, strategy and market development, sales and supply functions
EXECUTIVE SUMMARY
Consumer health records its strongest value growth in over five years
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.
Rising health awareness drives sales of vitamins and dietary supplements
The vitamins and dietary supplements category outperformed Consumer health medication in
value growth in 2011. Such products are now increasingly available in retail outlets, including
regular retail channels, such as supermarkets, independent small grocers, and open markets.
Income growth among certain segments of the population, overall child population increases, and
wider product distribution, particularly in modern retail channels, all drove this growth. Awareness
is being stimulated by direct sales agents of manufacturers of leading herbal/traditional dietary
supplements, including Forever Living Products and Tianshi Health Products, in order to maximise
sales. Sales are also bolstered by frequent media advertisements of herbal supplements, such as
bitters. Such promotion helped to raise interest in dietary supplements administered as tonics.
Emzor Pharmaceutical and GlaxoSmithKline lead in core market categories
With the exception of sales of medicated confectionery, which are not strictly considered OTC by
users 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 strong
presence in vitamins and dietary supplements. Significant in the country’s consumer health
competitive landscape is that success of a foreign brand requires partnership with a local player
with access to a distribution network and good relationships with retailers. For example, Imodium
has achieved success under Chi Pharmaceuticals.
Sales growth through non-specialist retail channels
Independent chemists/pharmacies remained the major distribution channel for consumer
healthcare products in Nigeria, although its share of sales is declining whilst there is strong growth
for parapharmacies/drugstores. However, the fastest growing channel in sales of consumer health

3. was grocery retailers. Modern channels, such as hypermarkets and supermarkets, are stocking
analgesics, cough, cold and allergy (hay fever) remedies, and vitamins and dietary supplements, and
will be important channels over the forecast period. Direct selling also continued to be an important
channel, which is partly responsible for driving overall growth of consumer health. Internet
retailing, however, remains insignificant, although it is growing.
Forecast period growth expected to be stronger than in the review period
The performance of the consumer health market is expected to be better than it was over the five
year 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 and
dietary supplements as well as herbal/traditional products, benefiting consumer health as a whole.
Table of Contents
Consumer Health in Nigeria - Industry Overview
EXECUTIVE SUMMARY
Consumer health records its strongest value growth in over five years
Rising health awareness drives sales of vitamins and dietary supplements
Emzor Pharmaceutical and GlaxoSmithKline lead in core market categories
Sales growth through non-specialist retail channels
Forecast period growth expected to be stronger than in the review period
KEY TRENDS AND DEVELOPMENTS
Urbanisation is growing rapidly
Economic growth, but growth slower than expected in the middle class
Increased spending on health goods and medical services
Increase in health and wellness consciousness
Number of babies/infants increases despite declining fertility and birth rates
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011
Table 2 Life Expectancy at Birth 2006-2011
MARKET DATA

4. Table 3 Sales of Consumer Health by Category: Value 2006-2011
Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011
Table 5 Consumer Health Company Shares 2007-2011
Table 6 Consumer Health Brand Shares 2008-2011
Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Consumer Health by Category: Value 2011-2016
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
SOURCES
Summary 1 Research Sources
Consumer Health in Nigeria - Company Profiles
Evans Medical Plc in Consumer Health (Nigeria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Evans Medical Plc: Competitive Position 2011
May & Baker Nigeria Plc in Consumer Health (Nigeria)
STRATEGIC DIRECTION

5. KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 May & Baker Nigeria Plc: Competitive Position 2011
Neimeth International Pharmaceuticals Plc in Consumer Health (Nigeria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Neimeth International Pharmaceuticals Plc: Competitive Position 2011
Nigerian-German Chemicals Plc in Consumer Health (Nigeria)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Nigerian-German Chemicals Plc: Competitive Position 2011
Adult Mouth Care in Nigeria - Category Analysis
HEADLINES
TRENDS
The rising awareness of oral hygiene contributed to the strong growth of 11% in this category in
2011. There is growing demand for such products as an increasing number of Nigerians take oral
health more seriously and proactively. There is also an increased availability of such products
through supermarkets/hypermarkets as well as in drugstores/parapharmacies – both of which are
strongly growing types of retail channels.

6. SWITCHES
COMPETITIVE LANDSCAPE
Pharma-Deko dominates the category with a 50% value share in 2011. This is largely due to its
ownership 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 as
supermarkets and drugstores/parapharmacies. As a local manufacturer, Pharma-Deko has been
able to establish a wide distribution network across the country, and its brands are very prominent
in chemists/pharmacies and well known. The product packaging of Brett Mouthwash in terms of
size and types gives consumers flexibility and convenience in relation to cost and usage.
PROSPECTS
Over the forecast period, adult mouth care is expected to increase sales by a stable 1% CAGR in
constant value terms. Growing visibility of such products in retail outlets and increased demand
due to a higher incidence of oral conditions brought about by growing fast food and impulse food
will spur growth.
CATEGORY DATA
Table 11 Sales of Adult Mouth Care: Value 2006-2011
Table 12 Sales of Adult Mouth Care: % Value Growth 2006-2011
Table 13 Adult Mouth Care Company Shares 2007-2011
Table 14 Adult Mouth Care Brand Shares 2008-2011
Table 15 Forecast Sales of Adult Mouth Care: Value 2011-2016
Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2011-2016
Analgesics in Nigeria - Category Analysis
HEADLINES
TRENDS
Analgesics remains one of the most popular forms of OTC in Nigeria only next to cough, cold and
allergy (hay fever) remedies. Analgesics are seen by most Nigerians as on the go first aid remedies
and palliatives to pain and undiagnosed ailments. They are also readily available in both
conventional and unconventional sales channels making them easily and readily accessible to
consumers. Again, because of the potential sales of the category, producers are competing intensely
for market share through catchy advertising which has led to increasing awareness of the category
among consumers.

7. SWITCHES
COMPETITIVE LANDSCAPE
GlaxoSmithKline Consumer led the category, with a share of 19% value share, followed by Emzor
Pharmaceutical Industries at 16% value share. GlaxoSmithKline has invested heavily in very catchy
electronic and outdoor advertising to promote its Panadol brand, which largely contributed to its
first place ranking as the brand level, accounting for 13% of value sales in 2011.
PROSPECTS
Constant value sales of analgesics are expected to rise by a CAGR of 2% over the forecast period. As
the economy improves and people become better informed, it is expected that they will shift more
from traditional therapy for aches and pains to orthodox medicine. The increase in formal working
culture will boost the category as stressful conditions will lead to increased demand for analgesics.
CATEGORY DATA
Table 17 Sales of Analgesics by Category: Value 2006-2011
Table 18 Sales of Analgesics by Category: % Value Growth 2006-2011
Table 19 Analgesics Company Shares 2007-2011
Table 20 Analgesics Brand Shares 2008-2011
Table 21 Forecast Sales of Analgesics by Category: Value 2011-2016
Table 22 Forecast Sales of Analgesics by Category: % Value Growth 2011-2016
Cough, Cold and Allergy (Hay Fever) Remedies in Nigeria - Category Analysis
HEADLINES
TRENDS
The extreme climate conditions of both the rainy and dry seasons in Nigeria is a fundamental factor
that impacts sales of cough, cold and allergy (hay fever) remedies. Many people are ignorant of the
various preventive measures they ought to adopt under such conditions to reduce the effect on
their health, especially the rural and urban poor while the spread of cold and cough ailments is also
very common among adults and children. As OTC remedies are cheaper and easily accessible,
patients usually buy self-medication from local pharmaceutical shops rather than patronise
hospitals and clinics which are considered more expensive. The combination of these factors led to
the high demand and growth of OTC cough, cold and allergy remedies.
SWITCHES
COMPETITIVE LANDSCAPE

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 any
kind of shop.
PROSPECTS
Cough, cold and allergy (hay fever) remedies will register a 2% CAGR in constant value terms over
the forecast period. Coughs are basically spread via the air and given the way public schools and
transportation 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 communities
in the country, and the expected economic growth, which will encourage consumers to treat early
symptoms, will help boost forecast period growth.
CATEGORY DATA
Table 23 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 24 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth
2006-2011
Table 25 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares 2007-2011
Table 26 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares 2008-2011
Table 27 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2011-
2016
Table 28 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value
Growth 2011-2016
Digestive Remedies in Nigeria - Category Analysis
HEADLINES
TRENDS
As manufacturers resumed full operation following a long period of shut down for facility upgrade
forced by the nations’ regulatory agency, NAFDAC, companies used advertising to drive their
products in a bid to reposition their market shares and products. As a result, significant growth was
recorded in 2011. The nature of the work environment coupled with poor infrastructure in Nigeria
means many commuters are regularly late home for dinner. As a result, an increasing number of
working people use digestive remedies after dinner leading to increased demand for digestive
remedies in 2011. Consumers are increasingly moving away from using herbal/traditional
remedies for indigestion due to rising sophistication and a growing urban population. Additionally,

9. the poor hygiene and sanitary conditions of most urban and rural areas have made diarrhoea a
common problem, especially among children, which has greatly influenced the rising demand for
digestive remedies.
SWITCHES
COMPETITIVE LANDSCAPE
Ranbaxy Laboratories was the leading player in 2011 with a 12% share of value sales. Buoyed by
advertising, the company’s Gestid brand is popular among consumers of digestive remedies. The
brand’s flavour is appreciated by both adults and children while it is also available in both liquid
and chewable tablet brands. The effective distribution of the product across the country and its
relatively cheap prices further boosted its market position in 2011.
PROSPECTS
Sales of digestive remedies are expected to grow at a constant value CAGR of 1% over the forecast
period. Growth will continue due to the needs of a growing population, which is increasingly
urbanised and living in congested conditions. Increases in formal employment will also be a factor
driving growth, given the stresses of full time employment on eating habits which will lead to a rise
in digestive ailments. The positive 1% CAGR in constant terms during the forecast period will be a
considerable improvement on the negative CAGR of 3% in constant terms over the review period.
CATEGORY DATA
Table 29 Sales of Digestive Remedies by Category: Value 2006-2011
Table 30 Sales of Digestive Remedies by Category: % Value Growth 2006-2011
Table 31 Digestive Remedies Company Shares 2007-2011
Table 32 Digestive Remedies Brand Shares 2008-2011
Table 33 Forecast Sales of Digestive Remedies by Category: Value 2011-2016
Table 34 Forecast Sales of Digestive Remedies by Category: % Value Growth 2011-2016
Ear Care in Nigeria - Category Analysis
HEADLINES
TRENDS
Following 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, by
2011 awareness of health problems, such as ear care and the need to treat ear problems began
increasing, whilst at the same time the cost of medical care boosted demand for self-medication.

10. The growth of parapharmacies/drugstores also contributed to the performance of ear care as this
channel can provide trained pharmacy staff who are available for consultation and who help
consumers choose medications for their health problems.
SWITCHES
COMPETITIVE LANDSCAPE
The ear care products category in Nigeria is highly fragmented. The leading player was the local
Drugfield Pharmaceuticals with a 2% value share. Its flagship brand, Betadrone-N, held a value
share of just under 2%, through good distribution in stores and a relatively low price.
PROSPECTS
Over the forecast period, ear care is expected to witness a declining CAGR of 1% in constant value
terms. The unit prices of ear care products will remain stable year on year, rising slower than
overall inflation.
CATEGORY DATA
Table 35 Sales of Ear Care: Value 2006-2011
Table 36 Sales of Ear Care: % Value Growth 2006-2011
Table 37 Ear Care Company Shares 2007-2011
Table 38 Ear Care Brand Shares 2008-2011
Table 39 Forecast Sales of Ear Care: Value 2011-2016
Table 40 Forecast Sales of Ear Care: % Value Growth 2011-2016
Emergency Contraception in Nigeria - Category Analysis
HEADLINES
TRENDS
Due to strong religious beliefs in the country and a large rural population, emergency contraception
usage has been stymied in Nigeria. However with growing urbanisation and wider retail
availability, the category saw quite good growth in current value of 8% in 2011. Educated young
adults are starting to view it as an available option, in case of emergency, although at the same time
religious views continue to limit its use.
COMPETITIVE LANDSCAPE
The social marketing organisation, Society for Family Health, was the leading player in this category
in 2011 with a value share of 28%. Society for Family Health uses private means to carry out public

11. health objectives, and holds exclusive distribution rights from the global company Richter Gedeon
Nyrt to distribute the Postinor and Postinor-2 brands, which hold the leading positions. In line with
its objective to protect women’s reproductive health, the company emphasises wide distribution
across the country, with the products available widely in chemists/pharmacies and at Patent
Medicine Seller outlets.
PROSPECTS
Over the forecast period, emergency contraception is expected to witness a constant value CAGR
decline of 1%.
CATEGORY DATA
Table 41 Sales of Emergency Contraception: Value 2006-2011
Table 42 Sales of Emergency Contraception: % Value Growth 2006-2011
Table 43 Emergency Contraception Company Shares 2007-2011
Table 44 Emergency Contraception Brand Shares 2008-2011
Table 45 Forecast Sales of Emergency Contraception: Value 2011-2016
Table 46 Forecast Sales of Emergency Contraception: % Value Growth 2011-2016
Eye Care in Nigeria - Category Analysis
HEADLINES
TRENDS
Eye care suffers from low consumer awareness in Nigeria. However, increasing cases of eye related
ailments are gradually bringing the benefits of and need for eye care to public notice.
Environmental pollution, extreme weather conditions and improved income resulted in category
growth year on year over the review period. The increasing incidence of glaucoma and eye itching
encouraged sufferers to seek medical assistance thereby resulting in growth of the category. The
ageing population is also a contributing factor to category growth.
SWITCHES
COMPETITIVE LANDSCAPE
Novartis Pharma Services led in 2011with a 15% share of value sales. Opticians and most
pharmacists readily recommend its two leading brands (Viscotears and Spersallerg Eye Drops) to
patients because of their reputation for quality and the brands are well marketed and widely
available.
PROSPECTS

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 DATA
Table 47 Sales of Eye Care by Category: Value 2006-2011
Table 48 Sales of Eye Care by Category: % Value Growth 2006-2011
Table 49 Standard Eye Care by Format: % Value Breakdown 2007-2011
Table 50 Standard Eye Care by Positioning 2007-2011
Table 51 Eye Care Company Shares 2007-2011
Table 52 Eye Care Brand Shares 2008-2011
Table 53 Forecast Sales of Eye Care by Category: Value 2011-2016
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2011-2016
Herbal/Traditional Products in Nigeria - Category Analysis
HEADLINES
TRENDS
Herbal/traditional products are benefiting from the activities of direct sellers, such as Tianshi
Health Products and Forever Living Products, which have popularised the benefits of such
products, particularly dietary supplements. Such activities have raised awareness and also boosted
non-direct selling companies, which are promoting their products in stores, building on a strong
local tradition towards herbal products usage. As such, growth in 2011 was faster than the review
period CAGR of 10%.
COMPETITIVE LANDSCAPE
In 2011, the leading company in herbal/traditional products was Plethico Pharmaceuticals, which
held 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 Otsuka
Pharmaceutical and Tianshi Health Products holding value shares of 3% each.
PROSPECTS
Over the forecast period, the category is expected to see sales increase in constant value terms by a
CAGR of 1%. Growth will continue to be strong in line with demand for “natural” products with
reduced side effects as well as increased promotion by companies. Compared to the review period,

13. there will be little change. Penetration is already fairly good and going forward, growth will just
continue to be stable.
CATEGORY DATA
Table 55 Sales of Herbal/Traditional Products: Value 2006-2011
Table 56 Sales of Herbal/Traditional Products: % Value Growth 2006-2011
Table 57 Herbal/Traditional Products Company Shares 2007-2011
Table 58 Herbal/Traditional Products Brand Shares 2008-2011
Table 59 Forecast Sales of Herbal/Traditional Products: Value 2011-2016
Table 60 Forecast Sales of Herbal/Traditional Products: % Value Growth 2011-2016
Medicated Skin Care in Nigeria - Category Analysis
HEADLINES
TRENDS
Medicated skin care produced a significant growth rate in 2011. While producers promoted their
products with improved marketing activities, the fast growing young and health conscious
consumer groups also helped the category achieve such good positive growth in 2011. As
disposable income grows due to economic recovery, consumers are spending more on skin care
products, which they had hitherto considered non-essential.
SWITCHES
COMPETITIVE LANDSCAPE
Neimeth International Pharmaceuticals led 2011 sales with a 16% value share. The company’s NCP
antiseptic brand (formerly TCP) is quite popular among consumers as the brand continues to show
year-on-year growth. Furthermore, the company’s Trosyd brand is quite popular and has wide
acceptability. Thanks to its robust and effective marketing strategy, the company’s products are
available across the nation thereby further increasing its market penetration and value share.
PROSPECTS
It is anticipated that medicated skin care will decline by a marginal 1% CAGR in constant value over
the forecast period. Increased Westernisation as well as higher visible marketing by companies will
result in a better performance compared to the review period. The grey market will pose the most
serious threat to growth of medicated skin care in Nigeria. Should the influx of cheap substitutes
and unregistered generics imported from abroad continue, key players are likely to experience

14. tighter margins, with continued price discounting. This may affect their ability to invest in new
product developments and advertising.
CATEGORY DATA
Table 61 Sales of Medicated Skin Care by Category: Value 2006-2011
Table 62 Sales of Medicated Skin Care by Category: % Value Growth 2006-2011
Table 63 Medicated Skin Care Company Shares by Value 2007-2011
Table 64 Medicated Skin Care Brand Shares 2008-2011
Table 65 Forecast Sales of Medicated Skin Care by Category: Value 2011-2016
Table 66 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2011-2016
Sports Nutrition in Nigeria - Category Analysis
HEADLINES
TRENDS
This 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 more
prominent in chemists/pharmacies and parapharmacies/drugstores.
COMPETITIVE LANDSCAPE
Vitabiotics dominated sports nutrition in 2011 with a value share of 91%. Its Wellman Sport brand
is 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 it
increased the presence of Wellman Sport in retail outlets across the country, including in
supermarkets.
PROSPECTS
Having 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 trend
among the growing young demographic. Nonetheless, constant value sales are expected to decline
by a CAGR of 1% over the forecast period.
CATEGORY DATA
Table 67 Sales of Sports Nutrition: Value 2006-2011
Table 68 Sales of Sports Nutrition: % Value Growth 2006-2011

15. Table 69 Sports Nutrition Company Shares 2007-2011
Table 70 Sports Nutrition Brand Shares 2008-2011
Table 71 Forecast Sales of Sports Nutrition: Value 2011-2016
Table 72 Forecast Sales of Sports Nutrition: % Value Growth 2011-2016
Vitamins and Dietary Supplements in Nigeria - Category Analysis
HEADLINES
TRENDS
Vitamins and dietary supplements is one of the fastest growing categories in consumer health as a
whole. Such products are widely available in retail outlets, including regular retail channels, such as
supermarkets, independent small grocers, and open markets. There is also strong marketing and
promotion by major players.
VITAMINS
DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
In 2011, the leading player in vitamins and dietary supplements was Emzor Pharmaceutical
Industries, which held a 7% value share. The company’s lead stemmed from its wide range of
vitamins and multivitamins, including a paediatric range. It advertises its products in retail outlets
with in-store posters and flyers and ensures wide availability across the country. Thus, the majority
of chemists/pharmacies and drugstores/parapharmacies across the country have very visible
Emzor branding, thereby endearing the company’s brand in the minds’ of consumers, leading to its
increased popularity across the country. It also has a competitive price positioning, with its
products relatively more affordable than those of its major competitors, giving it a huge advantage
in volume sales over other companies, which also translates into strong value sales.
PROSPECTS
Over 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 with
regards to their health. With a growing population, including babies and infants, as well as rising
incomes, growth will be faster than it was over the review period, where it registered a declining
CAGR of 1% in constant terms.
CATEGORY DATA
Table 73 Sales of Vitamins and Dietary Supplements by Category: Value 2006-2011

16. Table 74 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011
Table 75 Dietary Supplements by Positioning 2007-2011
Table 76 Vitamins and Dietary Supplements Company Shares 2007-2011
Table 77 Vitamins and Dietary Supplements Brand Shares 2008-2011
Table 78 Vitamins Brand Shares 2008-2011
Table 79 Dietary Supplements Brand Shares 2008-2011
Table 80 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2011-2016
Table 81 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2011-
2016
Summary 14 Dietary Supplements: Brand Ranking by Positioning 2011
Weight Management in Nigeria - Category Analysis
HEADLINES
TRENDS
In 2011, the category registered a strong increase in demand due to growing concerns about weight
and increasing Westernisation. Although in Nigeria, weight has traditionally not been considered a
negative issue, thanks to growing exposure to Western culture, the young middle class in particular
have become more conscious about their weight. Furthermore, leading players have also engaged in
extensive marketing of their products, such as the direct seller Edmark. As a result, the 2011
growth of 13% was higher than the CAGR of 11% recorded over the review period.
COMPETITIVE LANDSCAPE
Edmark dominates sales in the category with a value share of 47% in 2011. The company’s Edmark
MRT Complex, a meal replacement therapy product, is quite popular and well distributed. This
position was also underpinned by the vigorous marketing strategies of its distributors and direct
selling agents, who specifically target working consumers who represent the main consumer group.
PROSPECTS
Over the forecast period, weight management is expected to increase sales by a constant value
CAGR of 2%, which will compare favourably to the declining CAGR of 1% in constant terms over the
review period. With a growing young population, which is increasingly Westernised, growth should
continue to be strong, as there will be increasing desire for a slim appearance and healthy bodies.
CATEGORY DATA

17. Table 82 Sales of Weight Management by Category: Value 2006-2011
Table 83 Sales of Weight Management by Category: % Value Growth 2006-2011
Table 84 Weight Management Company Shares 2007-2011
Table 85 Weight Management Brand Shares 2008-2011
Table 86 Forecast Sales of Weight Management by Category: Value 2011-2016
Table 87 Forecast Sales of Weight Management by Category: % Value Growth 2011-2016
Wound Care in Nigeria - Category Analysis
HEADLINES
TRENDS
Wound care provision in Nigeria remains basic and limited to traditional formats. Growth
continued 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 principles
and the need to stock up on wound treatments in case of unexpected accidents. This is largely
attributable to a growing formal working culture, in which learning about safety at work is
transferred to the home environment. Growth was also driven by wider availability in retail
channels, particularly in new modern channels of supermarkets/hypermarkets. Although
chemists/pharmacies and parapharmacies/drugstores are the main distribution channels, some
large supermarkets, such as Game and Shoprite, are stocking wound treatments, widening
availability to consumers who no longer have to go specifically to chemists/pharmacies for such
products.
COMPETITIVE LANDSCAPE
Johnson & Johnson led the category in 2011 with a 20% value share. This was thanks to its
ownership of the leading Band Aid brand, which has a strong brand name and good visibility in
chemists/pharmacies and parapharmacies/drugstores. The company also saw the strongest
increase in share in 2011, with a half a percentage point increase from 2010. It has widened its
retail presence, particularly in the modern supermarkets and hypermarkets channels.
PROSPECTS
Although wound care awareness has been increasing, it continues to be bought by only a minority
of the population. Therefore, over the forecast period sales will decline by a constant value CAGR of
3%. 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 the
market.
CATEGORY DATA

18. Table 88 Sales of Wound Care by Category: Value 2006-2011
Table 89 Sales of Wound Care by Category: % Value Growth 2006-2011
Table 90 Wound Care Company Shares 2007-2011
Table 91 Wound Care Brand Shares 2008-2011
Table 92 Forecast Sales of Wound Care by Category: Value 2011-2016
Table 93 Forecast Sales of Wound Care by Category: % Value Growth 2011-2016
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