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For Market Share In The Paints Sector
For decades, Dulux has been one of the most recognised and trusted names in Nigeria’s paint industry. Its premium positioning, smooth finish and long lasting durability made it the preferred choice for high end residential and commercial projects. Builders trusted it, architects specified it and homeowners often requested it by name. For a long time, asking for paint in Nigeria almost automatically meant asking for Dulux.
That dominance, however, has steadily weakened. Nigeria’s paint market has expanded rapidly over the past decade, driven by population growth, urbanisation, rising construction activity and a growing culture of home renovation. As demand increased, more paint manufacturers entered the market or expanded their reach, creating intense competition. Today, Dulux faces strong rivalry from at least 20 other paint brands that are steadily gaining market share.
Dulux built its reputation in Nigeria through local manufacturing and distribution under Chemical and Allied Products Plc, positioning itself firmly in the premium segment. Its wide colour palette, excellent coverage and consistent quality made it a benchmark. Yet as economic pressures intensified, many consumers began to rethink their priorities. Inflation, rising building material costs and tighter budgets have forced homeowners and developers to seek alternatives that offer acceptable quality at lower prices.
One of the strongest competitors is Berger Paints Nigeria, a long established player with a wide range of decorative and industrial coatings. Berger has remained competitive by offering products that balance quality and affordability, making it attractive to both individual homeowners and large scale contractors. Meyer Plc, known for its DN Meyer brand, has also expanded its footprint by combining steady quality with aggressive distribution across major cities and emerging markets. Portland Paints, particularly through its Sandtex textured finishes, continues to attract customers seeking durable exterior solutions.
Beyond these legacy competitors, mid tier and budget brands have grown rapidly. Finecoat Paints has become popular on large residential projects where cost control is critical. President Paints, one of Nigeria’s oldest indigenous brands, continues to thrive due to strong dealer networks and competitive pricing. Eagle Paints and Prestige Paints have expanded aggressively, especially in secondary cities and semi urban areas where affordability drives purchasing decisions.
Other brands such as Boulos Paints, Symphony Paints, Sunny Paints, Voda Paints, Apex Paints, Ebulux Paints, Megasea Paints, Diamond Paints, Blendtech Coatings, Value Paints and Premier Paints have strengthened their positions by focusing on availability, steady supply and pricing that appeals to the mass market. In the industrial and protective coatings segment, International Paints West Africa has carved out a dominant niche, reducing the overall share of decorative focused brands like Dulux in the wider coatings market.
Altogether, the paints competing with Dulux in Nigeria include Berger Paints Nigeria, Meyer Plc, Portland Paints, Finecoat Paints, President Paints, Eagle Paints, Prestige Paints, Boulos Paints, Symphony Paints, Sunny Paints, Voda Paints, Apex Paints, Ebulux Paints, Megasea Paints, Diamond Paints, Blendtech Coatings, Value Paints, Premier Paints, International Paints West Africa and Sandtex.
Producers of these rival brands say the shift away from Dulux is largely driven by economic realities. A senior marketing executive at Berger Paints Nigeria explained that affordability now plays a bigger role in buying decisions.
“Quality is still important to Nigerians, but people are building with tighter budgets. Many customers want durable paint, but they also want to control costs. That is why they are exploring alternatives.”
At Meyer Plc, a production manager pointed to accessibility and distribution.
“We have expanded our distribution beyond major cities. Contractors in places like Ilorin, Makurdi and Uyo can access our products easily. When availability is consistent, customers naturally gravitate towards that brand.”
A representative of Finecoat Paints said rising construction costs have changed consumer behaviour.
“The cost of building materials has gone up sharply. When someone is painting a block of flats or an estate, the difference between premium paint and mid range paint can be very significant. Many developers choose paints that balance cost and performance.”
Executives at Eagle Paints and President Paints also attribute their growth to realistic pricing.
“Not everyone can afford premium paint for every room. We provide reliable coverage and acceptable durability at prices the average Nigerian homeowner can afford.”
Distributors across the country confirm this trend. A major distributor operating in the South West said Dulux still commands respect, but other brands move faster in volume.
“Dulux sells well to high end clients, but brands like Berger, Meyer, Finecoat and President move more units daily. Contractors handling bulk projects prefer paints that help them manage costs.”
Another distributor in the North said supply consistency plays a major role.
“If a brand maintains steady stock and offers flexible payment terms, retailers will push it more. Some mid tier manufacturers are very aggressive with distributor incentives.”
Retailers see the shift clearly at the point of sale. A paint retailer in Lagos explained that customer conversations have changed.
“Before, people walked in asking for Dulux straight away. Now the first question is price. Once they hear the cost of Dulux, they ask for alternatives, and most of the time they choose a cheaper brand.”
A retailer in Abuja added that perception has evolved.
“Dulux still has a strong name, but many homeowners believe other brands are good enough, especially for regular repainting. The price difference influences their decision.”
Painters and contractors also play a key role in steering buyers. A contractor handling housing estates in Ogun State said clients often rely on professional advice.
“I tell clients the truth. Dulux is excellent, but if the budget is limited, there are other paints that will last several years. Most people prefer to save money and use the balance for other finishing works.”
Industry data from listed paint manufacturers shows steady growth in overall paint consumption over the past five years, driven by housing and renovation activities. While Dulux remains strong in value terms within the premium segment, volume growth has increasingly favoured mid range and budget brands that dominate large residential projects. Rising inflation, foreign exchange pressures and import costs have pushed manufacturers to rethink pricing and sourcing strategies.
Some producers also highlight innovation as a growth driver. A representative from Ebulux Paints said customers are paying more attention to durability and performance.
“People want paint that lasts and gives value for money. When they see they can get that without paying premium prices, they are willing to switch brands.”
What is happening is not the collapse of Dulux, but the diversification of Nigeria’s paint market. Dulux remains a benchmark for quality, but it no longer owns the conversation alone. At least 20 paint brands are now actively competing for attention through pricing, wider distribution, dealer incentives and targeted marketing.
For consumers, this competition has created more choice across all price levels. For producers, distributors and retailers, it has turned the paint industry into one of the most competitive segments in Nigeria’s building materials market. The battle for market share continues, and the brands that will succeed are those that best balance quality, affordability and accessibility in an increasingly price sensitive economy.
By Benprince Ezeh
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