Detergent makers expand, innovate as consumer preferences change

Owing to the perceived shifts in consumer tastes and preferences, detergent makers in the country’s manufacturing space are initiating innovative strategies, while expanding to meet the ever-growing demands of 170 million consumers.

Currently, three most popular powdered detergent makers in this industry are Procter and Gamble (P&G), with its Ariel; Eko Supreme Resources Nigeria Limited, with its So Klin, and Unilever Nigeria plc, with its Omo brand. Each is expanding, while also introducing new products to gain a significant share in a fragmented market created by brand-to-brand shift in consumer choices.

In 2010, P&G came up with ‘Ariel One Wash,’ which, according to the firm, ‘contains unique enzymes and polymers that remove tough stains even more effectively in just One Wash.’ Manufactured at its Ibadan plant, Ariel contains, among others, surfactants, builders, active oxygen and enzymes. Ongoing research shows the product is efficiently distributed as dozens of it could be found even in the remotest part of the country, and at competitive prices. There is also appreciable patronage due to mildness on clothes, say analysts. The product has different sizes – small, medium and family sized -, tucked in various package types. The output quality shows the sophistication of the firm’s laboratories, say analysts.

Roy Nkwocha, writer and regular Ariel consumer, says its flagrance and active agent often distinguishes it from any other.

The firm recently announced $300 million expansion plan at Agbara, Ogun State, making it the United States of America’s largest non-oil investment in the country.

“We are constantly expanding our range of offers to suit customers,’’ George Nasser, managing director, P&G Nigeria, said, in an interview with Real Sector Watch, during the expansion. This is a clear indication that the firm is up for the competition in the industry, says Obi Okereke, a market research consultant.

If there is any detergent that is nearly as old as Nigeria’s independence, then think of ‘Omo,’ which was then produced from the Lever Brother’s factory in Aba, Abia State. Until recently, consumers often regarded all detergents as Omo, owing to its longevity (52 years) in the Nigerian market. Two years ago, Unilever introduced ‘New Improved Omo,’ containing ‘max clean particles, which penetrate deeper to tackle even the most stubborn stains, to deliver the best results,’ according to the firm. There is also the Multiactive brands, which are also considered mild on clothes.

“Over the years, Omo has been the detergent of choice for generations of Nigerian families,” said Thabo Mabe, managing director, at the Golden Jubilee celebration where the new formulation was launched.

“I sell Omo. Many customers buy a lot of it because they say it is the mildest on clothes,’’ says a retailer at Ajao Estate, Lagos, in a chat.

But Unilever and P&G are competing with Eko Supreme whose ‘So Klin,’ is gaining traction among consumers. Produced at Agbara, Ogun State, under the license of P.T. Wings Surya, Surabaya, Indonesia, So Klin is made with linear alkyl benzene sulfonate, among others, and has different sizes to suit various classes. Bought in various parts of the country, So Klin is most popular among consumers, notably jeans-wearing types who wish to remove stubborn stains. The firm has an ‘open and win promo’ that has made millionaires out of Nigerians and has also begun soap production.

However, the response obtained before this story demands that these players educate consumers on product use, as many of them complained that local detergents were too hard on clothes.

ODINAKA ANUDU