SECTOR CAPSULE: WEARABLE ELECTRONICS IN

NIGERIA
04 Aug 2017
HEADLINES
Smart wearables grows by 2% in retail volume terms in 2017 to reach 2,000 units
The collaboration of Garmin, one of the leading wearable electronics companies in the world, with
telecommunication giant MTN Nigeria is positively impacting smart wearables in 2017
Activity bands sees retail volume growth of 2% in 2017 to reach 6,000 units
A rise in disposable incomes due to the economic recovery drives the growth of activity bands in 2017
Activity watch (analogue) remains insignificant in Nigeria in 2017
Activity watch (digital) grows by 2% in retail volume terms in 2017 to reach 3,000 units
Increasing awareness and the recovery of the middle-class population positively impacts the growth of
activity watch products in 2017
Wearable electronics is expected to increase at a volume CAGR of 11% over the forecast period to reach
20,000 units in 2022

COMPETITIVE LANDSCAPE
The brand share within both smart and activity wearables in Nigeria is highly fragmented as brands come
and go due to market instability and low demand. The Samsung and Huawei brands have disappeared from
the market due to low demand in relation to the high cost of importing these products. No brands have yet
achieved a stable share in what is a niche category with a developing product range. Samsung is, however,
expected to make a late comeback with more awareness campaigns, which has already started with the likes
of Garmin and MTN Nigeria.
Wearable electronics is expected to increase in popularity over the forecast period with a volume CAGR of
11% predicted. Growth will likely be driven by a desire for innovations, an increase in the number of
expatriates and a growing middle-class population.

© Euromonitor International 2018 www.euromonitor.com

FORECAST

DEFINITIONS AND METHODOLOGY

Wearable Electronics
Electronic devices designed to be worn by the user, typically on the wrist or head. The category only
covers products designed for retail sale and consumer usage.
Products designed for use in medical, military and any other profession such as diving are excluded.

Methodology
This report is derived from Euromonitor International’s Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis

© Euromonitor International 2018 www.euromonitor.com