Unilever Nigeria, one of the leading consumer goods companies in the country, has announced that it will stop the production and sale of two of its popular brands, Omo and Lux, effective from February 1, 2024.
The decision was made after a thorough review of the company’s portfolio and market conditions, according to a statement issued by the company’s management.
Omo is a detergent brand that has been in the Nigerian market for over 50 years, while Lux is a soap brand that has been around for over 40 years. Both brands have enjoyed a loyal customer base and a strong reputation for quality and affordability.
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Unilever Nigeria’s exit from the home care and skin cleansing markets means that consumers will no longer have access to some of the popular and trusted brands that they have been using for decades, such as Omo, Lux, Sunlight and others.
These brands have a loyal customer base and a strong market share in their respective segments. For instance, Omo is one of the leading laundry detergents in Nigeria, with a market share of about 40 percent. Lux is one of the leading soap brands in Nigeria, with a market share of about 15 percent.
The exit also creates a gap in the market that could be filled by other players, both local and foreign. Some of the potential competitors that could benefit from Unilever Nigeria’s exit include Procter & Gamble (P&G), which produces Ariel detergent and Safeguard soap.
Reckitt Benckiser (RB), which produces Vanish stain remover and Dettol soap; Henkel, which produces Persil detergent and Fa soap; PZ Cussons, which produces Canoe detergent and Imperial Leather soap; among others.
The exit could also have an impact on the employment situation in the country, as Unilever Nigeria may have to lay off some of its workers who were involved in the production and distribution of these products. The company employed about 1,000 people as of December 31, 2020. The company did not disclose how many workers were affected by its exit from these markets.
However, in recent years, the company has faced increasing competition from other players in the market, as well as rising costs of raw materials and logistics. The company said that these factors have made it difficult to sustain the profitability and growth of Omo and Lux, and that it has decided to focus on its core categories of food, beverages, personal care and household care.
The company assured its customers that it will continue to provide them with innovative and high-quality products that meet their needs and preferences. It also thanked its distributors, retailers and consumers for their support and patronage over the years. The company said that it will work closely with its stakeholders to ensure a smooth transition and minimize any inconvenience caused by the discontinuation of Omo and Lux.
Unilever Nigeria is a subsidiary of Unilever Plc, a global company with operations in over 190 countries. Unilever Nigeria was established in 1923 and has been listed on the Nigerian Stock Exchange since 1973. The company’s vision is to make sustainable living commonplace and to create a brighter future for Nigerians.
This is not good enough. In Nigeria, we say Omo when we mean detergent. How can they stop producing it?
No sense at all in this decision. Nigerian Government has to come and make sure Unilever resin this baseless decision. It’s uncalled for. Increase in price of raw materials in not and never a reason enough to stop production vital and highly significant products like OMO & LUX.
From my POV,, I understand their decision, maybe they want to venture into something different. But the truth is,, most Nigerians including I do not patronise their products anymore which is why they have been recording losses over the years. Going to a supermarket, honestly I don’t even look at OMO, there are varieties of cleaning products to choose from