Pears, Johnsons Lead Baby Range Brands

Recent M2 market survey of the Baby Range brand segment reveals that Unilever’s Pears baby range Johnsons’ baby range are leading that market in terms of sales.
According to some traders who spoke to M2 at different markets visited consumers patronize Pears baby range and Johnsons’ most. At Ogba, Ipaja and Oshodi markets sources say that Pears enjoys most patronage. The traders attributed this to its low pricing compared to other brands. At Ojuwoye market a range of Pears comprising the powder, lotion and oil sells for N480 at wholesale while a range of Lander sells at N1, 550 retail price and Johnsons’ sell between N2,160 and N2, 350.
At Agege market Mrs. Juliet Arebor a baby shop operator excitedly tipped Johnsons’ baby range as the leader adding that, “As a mother I noticed that my babies always developed rashes when I used the other brands.” Asked if that was not her subjective judgment she responded that some of her customers also complained of the same problem, adding that, “Nigerians always prefer imported products.” Also at Ojuwoye, one Mr. Mike said, “From my assessment I think consumers demand for Johnsons’ baby range more.”
Also currently contending the market share are Nigeria Baby Care from PZ, Doremi from UK, Tenderly from Haco Industries Ltd., Nycil baby range and Cussons among others.