Abstract:

The compelling need to examine the sudden, disruptive invasion of herbal products in Nigerian markets and homes motivated this study. Hinged on the Consumer Perception theory, the research studied the display of herbal merchandises in supermarkets and surveyed consumers’ awareness of herbal products in available categories. Whilst shelf observation technique was applied to analyze the placement of herbal products in the country’s leading supermarket chain; survey method was employed with structured questionnaire to randomly pull data from 1,420 respondents in mixed market and residential areas in Lagos and Ota, Nigeria. Findings showed that in spite of their overwhelming consumer acceptance, herbal brands are less visible vertically and horizontally on the supermarket shelves compared to their non-herbal competitors. Words of mouth was discovered as the most potent medium of herbal advertising. Though the respondents generally agree on the efficacy, high consumption frequency and easy recall of herbal toothpastes and soaps, their perception as being poorly tested in the laboratory was recorded. The study recommended continuous laboratory testing, conspicuous supermarket shelf positioning and promotion of herbal brands through mass mediated marketing communication tools to sustain the current traction of the industry.