That was to change, however, with gradual acceptance of Procter & Gamble’s (P&G) Ariel. Omo has not recovered, perhaps never will, especially in the face of growing competition in the industry with preponderance of new products battling for market share.įor a few years, So-Klin held sway. From the fringes, it gradually cut deep into Omo’s market share, becoming the favorite detergent. So-Klin proved an effective stain remover – but also as many would discover later, too harsh on clothes. Omo and the others before it had been blue. Introduced first around 1996, So-Klin changed the look of detergent in the country. Indeed, for as long as anyone can remember… until the late 90s when the era of Eko Supreme Resources’ So-Klin began and eventually eclipsed Omo. So dominant was Omo in its day that neither Elephant nor Surf detergents produced by another industrial giant, PZ Cussons, could sustain a challenge against it. Indeed if any elder had a story to tell about Omo, it would certainly be about how once it was so dominant that every powder detergent was called by its name. Perhaps, no Nigerian alive can possibly tell of when there was no Omo. But before then, a brief look at the industry’s long road. This is an interesting new reality that has emerged, as a result of a combination of factors the principal of which is, of course, economy. And among these new kings, Magik is staking claim to the biggest crown. Obvious from BusinessHallmark’s market survey is that new kings have emerged in the form of Magik, Expand Global Industries’ Nitto, Eko Supreme Resources’ Good Mama, Unilever’s Sunlight and PZ Cussons’ Canoe. Bongo Adi, analyst and senior lecturer at Lagos Business School. “If you don’t redefine your marketing strategy, you would be definitely affected by the current economic conditions because if you look at the market, you will observe that there is concerned budget on the part of consumers,” notes Dr.

Miss bimbo detergent