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BRANDSBUSINESSCOVER STORY
Low cost detergents displace older brands as economy struggles
By Obinna Ezugwu - May 5, 2019 0

… Magik, Good Mama, Sunlight are new top brands

No king reigns forever. This is true of the powder detergent industry in Nigeria, perhaps, more than any other. Once, Unilever’s signature product, Omo ruled the market. It was later dethroned by So-klin and more recently, Ariel – both of which have held sway for many years. But it would appear that the fate of Omo is gradually befalling So-Klin and Ariel.

The industry, like in most climes, is very competitive. With products offering nearly the same value, each competitor has to adopt strategies to retain a significant percentage of market share. Here it would seem the most important is pricing as the realities of the country’s struggling economy hit home. And as far as this goes – especially in the most parts of the South West, including Lagos – at the moment, Nourdm Global Company’s Magik appears to have gotten it alright. But mostly in the mini pack category.
https://hallmarknews.com/low-cost-detergents-displace-older-brands-as-economy-struggles/?fbclid=IwAR1GlnfDOZ_ecH_xgs3m359FesZGIFTTKzK_GRHwOdoJSLlbG64yxrTGEzI