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Battle of the Detergents suggest one clear winner

The changing strategies in the battle for consumers’ pockets in the detergent market have remarkably shifted the overall narrative of brand activities in the sector.

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The changing strategies in the battle for consumers’ pockets in the detergent market have remarkably shifted the overall narrative of brand activities in the sector.

The laundry soap product line in the country has two major categories: hand-wash and machine-wash. Powder detergents and bar detergents form major portions of the hand-wash segment. In the machine-wash segment, powder detergents and liquid detergents are the main types. Of the two categories, that of the powder detergent seems to be more popular and highly patronized by households in the country.

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This week on consumers and product review, we look at how major brands in the powder detergent market are competing for market share and profitability.

OMO seems to have lost its place

Once upon a time, OMO detergent (a household name which stands for “Old Mother Owl”) from the stables of Unilever has adjudged the king of detergent in the Nigerian market. In those days, the exploits of OMO as the detergent of choice dwarfed the performances of rivals as it boxed the likes of Elephant from the stables of PZ Cusson, Surf detergent made by Unilever, and other small players, into a tight corner.

Its dominance in the market was such that its television adverts which promised that, “Super Blue OMO washes brighter and it shows” became an anthem among children who grew up in the early 90s.

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However, the arrival of Eko Supreme Resources, makers of So Klin, sometime in 1996 was the beginning of fall of the “king”. The brand, So Klin, which started nibbling at the fringes of OMO’s market share came into the market with an innovation, white detergent which was an industry first.

In addition, its offer of a detergent with a deep-washing function gave Nigerians reasons to switch their loyalty to the new brand. With So Klin, they did not need to spend extra money to buy bleach for their white laundry, unlike the blue OMO which they suddenly noticed turned their white clothes, blue. Also, the fact that So Klin came in small affordable sachets added another perk to its handful of benefits.

Interestingly, the “game plan” to overthrow OMO, initiated by So Klin, was played to the hilt by Ariel detergent from the stables of Procter & Gamble (P&G) a late-comer to the detergent market in the country.

At the beginning of the race, So Klin was more interested in marketing than brand-building, this was the deficiency that was leveraged by Ariel, which was first launched in 1998, to upstage the competition in the detergent market.

Unlike So Klin, Ariel boasts a rich parentage (P&G) that could match OMO’s parent brand money for money, in terms of investment in research and development, advertising and marketing support and distribution logistics.

Bearing in mind the various challenges posed by new entrants into the detergent product line, major producers now have more threats from the ‘not so huge players’ such as Nasco Industries, producers of Brytex and Bonus, and Limex Global, manufacturers of Miss Bimbo who are now making huge impacts in the detergent market.

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However, major FMCGs in the country, Unilever Nigeria Plc, makers of Sunlight detergent and OMO detergent, Procter & Gamble (P&G), producers of Ariel, and PZ Nigeria Plc, manufacturers of Canoe are unrelenting in their quest to dominate and hold the ace in the detergent market.

 What big players are doing

Findings by Nairametrics show that the big players in the market have also considerably added more value to their product offerings, such as pleasing fragrances to attract and retain consumers’ interest.

Re-branding, re-packaging, re-designing and reducing sizes to be more pocket-friendly with the reduced purchasing power of consumers are some of the other strategies employed by these big players to ensure that they capture more of the market for themselves.

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New washing technology and chemicals for commercial laundry service providers, such as stain removers, also serve as added value.

In 2010, Ariel improved on its products with a technology that introduced more enzymes and polymers that remove tough stains in ‘one wash that most detergents can’t remove in two washes,’ which other detergent brands have tried to beat thereafter.

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It is also noteworthy that Sunlight, another detergent from Unilever, has also gained market share.

 What consumers say

A Lagos-based housewife, Mrs. Esther Essien, said she grew up with only two brands in mind, OMO, and Elephant; but today, she buys more of Sunlight.

In her words:

“Well… as far as I am concerned, there is no detergent I prefer to Sunlight lately. My aged mother used to send me to buy OMO and Elephant in those days, but now, Sunlight comes with different things that attract me, most especially the perfume it and the fact that it is available everywhere.”

Another mother, Mrs. Ngozi, said that what she likes about the brands is that they all have cleaning power,

”… unlike in those days when one had to scrub and scrub before getting results, the detergents have all improved greatly.” she stated.

Mr. Paul, a consumer who owns a dry-cleaning outfit, said that most of the detergent brands are doing well in the market basically because they all recognise that consumers want more for little amounts, i.e., they consider price, size, and packaging when deciding on a brand in the market.

“Some have gone ahead to infuse other washing ingredients and technology into their brands to enhance their acceptance in the market.” he stated.

According to him,

“most times, I use two of these brands — So Klin and Sunlight. So Klin for its stain magnet and colour guard technology, and Sunlight for its freshness and fragrance.”

On the market leadership, a retail owner at Ogba, a suburb of Lagos, noted that the limitations of traditional bar soaps have led to the development of synthetic detergents that are superior in performance. He noted that Sunlight, Ariel and So Klin are major contenders for the leadership position in the market, but that the odds favour Sunlight and Ariel.

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Respondents on Facebook Osokoya Mustapha, claims that Ariel is for the Elite while other brands are for the masses. LarrySmith Osahon also said Klin or Ariel for purely white, while he uses Sunlight for colored clothes. Chinedu Amah also revealed that he is back to Omo/Sunlight, and using Klin to wash looks like an adhesive

 The verdict

From responses garnered so far, Ariel seems to be the favorite of many detergent consumers in Nigeria for now, followed by Sunlight, So Klin, OMO, and others.

A poll on our social media platform shows that Ariel got 42% of the votes, Sunlight got 38%, OMO got 13% and Klin got 7%.

For this week, Ariel is the winner. However, players in the detergent market must know that most Nigerian consumers don’t always have permanent loyalty because an innovation from any other brand can tilt the changeable market preference, placing that brand at the topmost position.

 

 

 

 

 

Patricia

Fikayo has a degree in computer science with economics from Obafemi Awolowo University. ITIL v3 in IT service management. An alumnus of Daystar Leadership Academy. Prior to joining Nairametrics had stinct in Project management, Telecommunications among others. Also training in Consulting and Investment banking from Edubridge Academy. He has very keen interest in Politics, Agri-business, private equity and global economics. He loves travelling and watching football. You can contact him via [email protected]

3 Comments

3 Comments

  1. Waheed Lawal

    August 3, 2018 at 2:53 pm

    i disagree the way you do your analysis of products/brands in the country. Ask Costco Warehouse, you should analysis every segments of the products from the ingredients, qualities, costs, effects on environment and people and why we should buy this or that product. Not necessarily the brand or company name.

  2. Anonymous

    January 16, 2020 at 12:35 pm

    Omo is still d best .I have a shirt of 15yrs old and it’s still available till date. Omo yesterday today and forever 08064472166 … The shirt is still very fine. It can be use for omo advert … A new beginning

  3. Anonymous

    February 25, 2020 at 1:21 pm

    Omo first, then the rest of the detergent can follow. My problem is that it marketers are not making the product available in the necessary outlets and locality.

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Currencies

Daily Parallel Market exchange rate – ₦480/$1

The US dollar stands at ₦480/US$1 in the parallel market

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Forex, NIGERIA: Daily Parallel Market, Exchange Rate

The exchange rate between the naira and the US dollar as of Monday, August 3rd 2020 stands at 480/US$1 on the parallel market. The exchange rate closed at 485/$1 on Friday 31st July 2020.

  • Naira:480
  • Dollar: $1
  • Date: August 3rd, 2020

The exchange rate between the naira and the British pound sterling stands at  ₦570/₤1 on Monday 3rd August as against ₦585/₤1  recorded on Friday 31st July 2020.

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  • Naira: ₦570
  • Pounds Sterling: ₤1
  • Date: August 3rd, 2020

Explore Economic Research Data From Nairametrics on Nairalytics

The exchange rate between the naira and the European euro stands at ₦530/€1 on Monday 3rd August 2020. The exchange rate closed at ₦520/€1 on Friday 31st July 2020.

  • Naira: ₦530
  • Euro: €1
  • Date: August 3rd, 2020

Activity: USD sells for an average of 480/US$1

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READ ALSO: The risk of buying Forex at black market rate of N460/$1 

DateCurrencyBuy(AM)Sell(AM)Buy(PM)Sell(PM)Volatility
8/3/2020Dollar470480
8/3/2020Pounds560570
8/3/2020Euro520530
7/31/2020Dollar470480470485High
7/31/2020Pounds570582575585Low
7/31/2020Euro500520505520Low
7/30/2020Dollar470490470485High
7/30/2020Pounds550570550580High
7/30/2020Euro495520500525High
7/29/2020Dollar468475467475Low
7/29/2020Pounds575585580590Low
7/29/2020Euro530540530545Low
7/28/2020Dollar469475467475Low
7/28/2020Pounds575593580595Low
7/28/2020Euro550560540550Low
7/27/2020Dollar465473466473Low
7/27/2020Pounds570580575583Low
7/27/2020Euro510520515530Low
7/24/2020Dollar465472464472Low
7/24/2020Pounds570580572582Low
7/24/2020Euro510520505520Low
7/23/2020Dollar460472465472Low
7/23/2020Pounds565575565580Low
7/23/2020Euro510520505520Low
7/22/2020Dollar465472465472Low
7/22/2020Pounds565575560578Low
7/22/2020Euro510525510528Low
7/21/2020Dollar461472462472Low
7/21/2020Pounds560573560575Low
7/21/2020Euro498515500520Low
7/20/2020Dollar460473462473Low
7/20/2020Pounds550570555575Low
7/20/2020Euro495505500510Low
7/17/2020Dollar462470460470Low
7/17/2020Pounds560570558570Low
7/17/2020Euro490500490500Low
7/16/2020Dollar460470460470Low
7/16/2020Pounds558565560570Low
7/16/2020Euro485495485499Low
7/15/2020Dollar455465455470Low
7/15/2020Pounds560565558570Low
7/15/2020Euro485495488498Low
7/14/2020Dollar448462455470Low
7/14/2020Pounds540550557570Low
7/14/2020Euro485495489498Low
7/13/2020Dollar450460448462Low
7/13/2020Pounds540550540550Low
7/13/2020Euro485495485495Low
7/10/2020Dollar453460458465Low
7/10/2020Pounds520525550555High
7/10/2020Euro465467510520High
7/9/2020Dollar455461455463Low
7/9/2020Pounds550558550562Low
7/9/2020Euro495504498505Low
7/8/2020Dollar455461455461Low
7/8/2020Pounds550558550558Low
7/8/2020Euro495504495504Low
7/7/2020Dollar455461455461Low
7/7/2020Pounds550558550558Low
7/7/2020Euro495502495502Low
7/6/2020Dollar455462455461Low
7/6/2020Pounds550562547555Low
7/6/2020Euro495502496502Low
7/3/2020Dollar455462454461Low
7/3/2020Pounds548560550560Low
7/3/2020Euro495505495502Low
7/2/2020Dollar455462454461Low
7/2/2020Pounds548560550560Low
7/2/2020Euro495505495502Low
7/1/2020Dollar455462455462Low
7/1/2020Pounds548560548560Low
7/1/2020Euro495505495505Low
6/30/2020Dollar452460452460Low
6/30/2020Pounds547560547560Low
6/30/2020Euro495505495505Low
6/29/2020Dollar450460450460Low
6/29/2020Pounds547560547560Low
6/29/2020Euro495505495505Low
6/26/2020Dollar452457452460Low
6/26/2020Pounds547557547560Low
6/26/2020Euro490498490502Low
6/25/2020Dollar452457450455Low
6/25/2020Pounds547557547560Low
6/25/2020Euro490498490499Low
6/24/2020Dollar450460450455Low
6/24/2020Pounds545555545555Low
6/24/2020Euro490495488498Low
6/23/2020Dollar450460445455Low
6/23/2020Pounds545555545555Low
6/23/2020Euro490495490495Low
6/22/2020Dollar450455450455Low
6/22/2020Pounds545555545555Low
6/22/2020Euro488498488498Low
6/19/2020Dollar445455445455Low
6/19/2020Pounds540553540553Low
6/19/2020Euro480490480490Low
6/18/2020Dollar445452445452Low
6/18/2020Pounds537550537550Low
6/18/2020Euro475490475490Low
6/17/2020Dollar445452445452Low
6/17/2020Pounds540553537550Low
6/17/2020Euro475490475490Low
6/16/2020Dollar440450445452Low
6/16/2020Pounds540550540553Low
6/16/2020Euro475485475490Low
6/15/2020Dollar440450440450Low
6/15/2020Pounds540550540550Low
6/15/2020Euro475485475485Low
6/12/2020Dollar440450440450Low
6/12/2020Pounds538550538550Low
6/12/2020Euro470485470485Low
6/11/2020Pounds538550538550Low
6/11/2020Dollar440450440450Low
6/11/2020Euro470485470485Low
6/10/2020Pounds538550540553Low
6/10/2020Dollar440450445452Low
6/10/2020Euro470485475490Low
6/9/2020Pounds538550540550Low
6/9/2020Dollar440450440450Low
6/9/2020Euro470485475485Low
6/8/2020Pounds540550540550Low
6/8/2020Dollar440450440450Low
6/8/2020Euro475485475485Low
6/5/2020Pounds535545535545Low
6/5/2020Dollar440450440450Low
6/5/2020Euro460472460472Low
6/4/2020Pounds530543530543Low
6/4/2020Dollar440447440447Low
6/4/2020Euro460470460470Low
6/3/2020Pounds530540530540Low
6/3/2020Dollar440445440445Low
6/3/2020Euro460470460470Low
6/2/2020Pounds535545535545Low
6/2/2020Dollar440450440450Low
6/2/2020Euro460472460472Low
6/1/2020Pounds530543530543Low
6/1/2020Dollar440447440447Low
6/1/2020Euro460470460470Low
5/29/2020Pounds530540530540Low
5/29/2020Dollar440445440445Low
5/29/2020Euro460470460470Low
5/28/2020Pounds535545535545Low
5/28/2020Dollar440450440450Low
5/28/2020Euro460472460472Low
5/27/2020Pounds530543530543Low
5/27/2020Dollar440447440447Low
5/27/2020Euro460470460470Low
5/26/2020Pounds530540530540Low
5/26/2020Dollar440445440445Low
5/26/2020Euro460470460470Low
5/25/2020Pounds535545535545Low
5/25/2020Dollar440450440450Low
5/25/2020Euro460472460472Low
5/22/2020Pounds530543530543Low
5/22/2020Dollar440447440447Low
5/22/2020Euro460470460470Low
5/21/2020Pounds530545530545Low
5/21/2020Dollar450460450460Low
5/21/2020Euro460470460470Low
5/20/2020Pounds530550530550Low
5/20/2020Dollar445460445460Low
5/20/2020Euro450470450470Low
5/19/2020Pounds528540528540Low
5/19/2020Dollar445460445460Low
5/19/2020Euro450465450465Low
5/18/2020Pounds528540528540Low
5/18/2020Dollar445460445460Low
5/18/2020Euro450465450465Low
5/15/2020Pounds530540525535Low
5/15/2020Dollar435450440455Low
5/15/2020Euro450460450465Low
5/14/2020Pounds530540530540Low
5/14/2020Dollar435450435450Low
5/14/2020Euro450460450460Low
5/13/2020Pounds525535525535Low
5/13/2020Dollar430450430450Low
5/13/2020Euro440455440455Low
5/12/2020Pounds525535525535Low
5/12/2020Dollar435450435450Low
5/12/2020Euro445455445455Low
5/11/2020Pounds510530525535Low
5/11/2020Dollar430445435445Low
5/11/2020Euro440450445455Low
5/8/2020Pounds510530510530Low
5/8/2020Dollar425437430445Low
5/8/2020Euro425440440450Low
5/7/2020Pounds510530510530Low
5/7/2020Dollar425437425437Low
5/7/2020Euro425440425440Low
5/6/2020Pounds510520510520Low
5/6/2020Dollar425437425437Low
5/6/2020Euro430450430450Low
5/5/2020Pounds510525510525Low
5/5/2020Dollar410430420430Low
5/5/2020Euro425435425435Low
5/4/2020Pounds500510510525Low
5/4/2020Dollar435450410430Low
5/4/2020Euro430440425435Low
5/1/2020Pounds500510500510Low
5/1/2020Dollar435450435450Low
5/1/2020Euro430445430445Low
4/30/2020Pounds500510500510Low
4/30/2020Dollar435450435450Low
4/30/2020Euro430445430445Low
4/29/2020Pounds500520500520Low
4/29/2020Dollar440460440460Low
4/29/2020Euro450465450465Low
4/28/2020Pounds495510500520Low
4/28/2020Dollar430450440460Low
4/28/2020Euro435450435450Low
4/27/2020Pounds495510495510Low
4/27/2020Dollar430450430450Low
4/27/2020Euro435450435450Low
4/24/2020Pounds490500490500Low
4/24/2020Dollar428450428450Low
4/24/2020Euro430440430440Low
4/23/2020Pounds490500490500Low
4/23/2020Dollar420430420430Low
4/23/2020Euro425435425435Low
4/22/2020Pounds490500490500Low
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4/21/2020Euro425435425435Low
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4/14/2020Dollar420430420430Low
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4/13/2020Pounds490500490500Low
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4/13/2020Euro425435425435Low
4/10/2020Pounds490505490505Low
4/10/2020Dollar420430420430Low
4/10/2020Euro425435425435Low
4/9/2020Pounds490505490505Low
4/9/2020Dollar420430420430Low
4/9/2020Euro425435425435Low
4/8/2020Pounds490500490500Low
4/8/2020Dollar420430420430Low
4/8/2020Euro425435425435Low
4/7/2020Pounds490500490500Low
4/7/2020Dollar420430420430Low
4/7/2020Euro425435425435Low
4/6/2020Pounds492497492497Low
4/6/2020Dollar402412402412Low
4/6/2020Euro410415410415Low
4/3/2020Pounds485490492497Low
4/3/2020Dollar400410402412Low
4/3/2020Euro410415410415Low
4/2/2020Pounds485490485490Low
4/2/2020Dollar400410400410Low
4/2/2020Euro410415410415Low
4/1/2020Pounds480485480485Low
4/1/2020Dollar395400395400Low
4/1/2020Euro407412407412Low
3/31/2020Pounds480485480485Low
3/31/2020Dollar395400395400Low
3/31/2020Euro407412407412Low
3/30/2020Pounds480485480485Low
3/30/2020Dollar390395395400Low
3/30/2020Euro407412407412Low
3/27/2020Pounds480485480485Low
3/27/2020Dollar385390390395Low
3/27/2020Euro405410407412Low
3/26/2020Pounds480485480485Low
3/26/2020Dollar385390385390Low
3/26/2020Euro405410405410Low
3/25/2020Pounds475480480485Low
3/25/2020Dollar380385385390Low
3/25/2020Euro400405405410Low
3/24/2020Pounds475480475480Low
3/24/2020Dollar380385380385Low
3/24/2020Euro400405400405Low
3/23/2020Pounds474478474478Low
3/23/2020Dollar380385380385Low
3/23/2020Euro400403400403Low
3/20/2020Pounds475480475480Low
3/20/2020Dollar370375365367Low
3/20/2020Euro395400395400Low
3/19/2020Pounds475480475480Low
3/19/2020Dollar370375370375Low
3/19/2020Euro395400395400Low
3/18/2020Pounds471475471475Low
3/18/2020Dollar370375370375Low
3/18/2020Euro390395390395Low
3/17/2020Pounds470475470475Low
3/17/2020Dollar375380375380Low
3/17/2020Euro400403400403Low
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3/16/2020Dollar370375370375Low
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3/13/2020Pounds470475470475Low
3/13/2020Dollar372377372377Low
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3/12/2020Pounds475485490495High
3/12/2020Dollar365380375404High
3/12/2020Euro405412410420Low
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3/11/2020Dollar360366365375Low
3/11/2020Euro387403405412Low
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25/04/2019Dollar358360358360Low
25/04/2019Euro400405400405Low
24/04/2019Pounds470475472476Low
24/04/2019Dollar358360358360Low
24/04/2019Euro400405400405Low
23/04/2019Pounds474478472476Low
23/04/2019Dollar355360358360Low
23/04/2019Euro390402400405Low
22/04/2019Pounds472476472476Low
22/04/2019Dollar357360358360Low
22/04/2019Euro400405400405Low
19/04/2019Pounds467471470475Low
19/04/2019Dollar355360357360Low
19/04/2019Euro395400402406Low
18/04/2019Pounds470475470475Low
18/04/2019Dollar357360357360Low
18/04/2019Euro402406402406Low
17/04/2019Pounds470475470475Low
17/04/2019Dollar357360357360Low
17/04/2019Euro402406402406Low
16/04/2019Pounds465470470475Low
16/04/2019Dollar360365357360Low
16/04/2019Euro400405402405Low

Data is collated from various black market dealers on the mainland and island of Lagos State where forex is sold. The price quoted daily on this page represents the average price obtained by our Research Team. Our prices are a guide and could be slightly different from the price you get when you eventually decide to buy or sell. This is a daily tracker and updated close of business. See table below for parallel market exchange rate dating to 2019.

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Data war: MTN takes over, gains 1.7 million subscribers, as Glo outshines Airtel in June

MTN gained 1.74 million data subscribers in June against the 882,458 it recorded in May 2020.

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Data War: MTN edges our Airtel for first time in 5 months as 493,556 subscribers dump Glo, 9mobile , MTN is winning the data war, as 1.88 million subscribers dump Glo, 9mobile, Data War: MTN gains 8.18 million subscribers in 2019, as Airtel edges Glo, 9mobile

Although competition in the Nigerian telecommunication space has always been stiff, latest data seen by Nairametrics indicated that the competition is getting stiffer.

Telecommunications operators, especially in the data section, are giving each other a hot chase. Gone are the days when the biggest telecommunication firm automatically retains the top position. Recently, companies that were once described as fringe players are catching up really fast in terms of attracting new subscribers every month.

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For instance, in May 2020, Glo took other operators by surprise, dwarfing them to lead the chart as the telco with the highest number of subscribers in a month when it gained 8.302 million data subscribers. The indigenous telco grew from 28.934 million in December 2019 to 37.236 million by the end of May 2020, while MTN gained 4.75 million data subscribers. Airtel, which used to be the second-highest in subscriber growth after MTN, recorded 2.795 million. Unfortunately, 9mobile lost 812,827 subscribers within the same period.

READ MORE: Airtel loses over 100,000 subscribers in one month, as Glo chases MTN’s market share

MTN regains top position

According to data released by the Nigerian Communication Commission for the period ending June 2020, Nigeria’s largest mobile telecommunication company, MTN, gained 1.74 million data subscribers against the 882,458 it recorded in May 2020.

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Also, at the end of June 2020, the total number of data subscribers on MTN data network rose to 60.60 million from the 58.86 million it recorded in May. This means the telco added 1.74 million data subscribers.

READ MORE: Non-Performing loans hit 4-year low as Banks recover N496 billion

Glo attracted more subscribers, outshining Airtel (subscribers base) for the first time in years

Despite a challenging year for Globacom in terms of its data subscriber base, the telco took industry watchers by surprise, as its subscriber base chased, met and overtook Airtel’s In June 2020.

For the first time in years, the once second largest telco (subscribers base) lost its position to the indigenous company as the latter increased its base from 34.24 million in May to 37.97 by the end of June 2020. The Indian-owned telco only managed to increase its base from 37.32 million to 37.57 million within the same period.

On the other hand, 9mobile ended the month without attracting any data subscriber. According to the NCC data, 9mobile continues its steady decline, as a total of 16,000 subscribers dumped the network for others when it fell from 7.26 million subscribers to 7.10 million within the same period.

 [READ MORE: MTN wins data war, as 1.88 million subscribers dump Glo, 9mobile)

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In terms of market share, Glo is now trailing behind MTN, as the latter expanded its overall market share in June.

At the end of June 2020, MTN’s total data market share rose further to 60.60 million subscribers. On the other hand, Glo had 37.97 million, followed by Airtel’s 37.57 million and 9mobile’s 7.10 million.

Internet remains slow in Nigeria despite the advent of 4G network

The advent of 4G/LTE in the global telecom industry was accompanied by the expectation of fast internet speed. The 4G is the fourth generation of wireless mobile telecommunications technology, succeeding 3G. Potential and current applications include amended mobile web access, IP telephony, gaming services, high-definition mobile TV, video conferencing, and 3D television.

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READ MORE: Exxon Mobil, Chevron record their worst losses in history

While GSM companies continue to jostle for market share, it has often come at the expense of poor service and lack of accountability. Quite frankly, as an average internet user in Nigeria, one is usually left at the mercy of poor mobile internet services which frustrate one to seek limited alternatives.

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Nigeria’s internet download speed remains among the slowest in the world, and while the telcos continue to rake in heavy gains from data sales, consumers continue to groan for lack of fast and affordable internet services.

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Oil and Gas companies revenues plummet by over N84 billion in 3 months

Revenue losses span across oil and gas upstream and downstream at levels not seen in recent years.

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Oil and Gas companies revenues plummet by over N84 billion in 3 months, COVID-19, Coronavirus, access bank mourns staff

Revenues of some of the major oil and gas companies quoted on the Nigerian Stock Exchange fell by about 38% in the second quarter of 2020 wiping out a whopping N84.7 billion from their topline revenues.

This is according to data compiled from the recently released results of the listed companies in the oil and gas sector. They include Mobile Oil (II), Ardova, Total, & Seplat, the only major oil and gas firms that have released their Q2 financials. Oando and Conoil, are yet to release their results. The data was compiled by Nairametrics Research.

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Total, Mobil, and Ardova are oil marketing companies while Seplat is into upstream oil and gas production. They are also some of the biggest oil companies listed on the exchange and in Nigeria.

READ MORE: Nigerian hotels count revenue losses due to pandemic-induced plunge

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The companies reported combined revenue of N135.6 billion in the second quarter of 2020 compared to N220.3 billion in the corresponding quarter of 2019. Revenue in Q1 was N219 billion. The Nigerian economy, particularly the oil and gas sector has been hit hard by the oil price crash and the COVID-19 pandemic and could be a major reason for the loss in revenues.

The companies also recorded a combined loss before tax of N16.6 billion compared to N38 billion in pretax profits reported in the same period in 2019. The second-quarter losses compound an already bad situation for these companies after reporting a loss before tax of N28.7 billion in the first quarter of 2020. These companies have now seen a combined N45.4 billion wiped out of their profits.

READ MORE: What banks might do to avoid getting crushed by Oil & Gas Loans

Why the revenue drop?

A closer look at the data reveals most of the losses came from the oil marketing firms Total and Mobil. Over N56 billion of the revenue loss was between Mobil and Total. Seplat and Ardova lost just over N5 billion respectively.

A cursory review of their results suggests the companies suffered from a drop in demand for refined products such as fuel, diesel, and lubricants. Nigerians were mostly on lockdown throughout April and May before reopening partially in June and July. However, the damage had been done as adherence to safety procedures meant fewer people were commuting impacting heavily on sales.

Seplat was also hit by dipping crude oil prices and weak demand for its crude. Nairametrics reported back in April that oil prices at some point fell to negative territory as demanded waned globally.

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Despite the drops, the companies continued to incur overheads and operating expenses which they could not entirely avoid despite the lockdowns. Gross Margins for the quartet fell by 61% year on year putting the companies on the path to losses.

READ ALSO: Ethereum surges pass $345, ETH miners record highest revenue since Q3 2018

Implication on the wider economy

A review of some of the results already seen by Nairametrics indicates nearly all sectors recorded revenue losses. This is also likely the same situation across the country as Nigeria awaits the second-quarter GDP numbers sometime this month.

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Though oil and gas firms faced a twin dose of a fall in crude oil prices and the Covid-19 situation, all sectors except for oil and gas and Agriculture sectors recorded high revenue declines. The companies under review last reported a similar drop in revenues and loss before tax in 2016 when Nigeria entered a recession.

READ ALSO: Govt. rakes in N653 billion in June as exchange rate gain, taxes and oil sales boost revenues

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The government is projecting a GDP contraction in excess of 3% and already reported a revenue shortfall of over 50% this year.

Fortunately, the companies still held a sizeable cash balance of N136.7 billion t the end of the quarter putting them in a position to weather the storm.

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