Cosmetics And Toiletries in Nigeria
Euromonitor International's Cosmetics And Toiletries in Nigeria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 107 | Publication date: Jul 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Growth in cosmetics and toiletries remains strong and steady
Cosmetics and toiletries saw strong and steady growth during 2007. This growth has been fuelled by factors such as the increased marketing activities of the main players, the growing sophistication of Nigerian consumers, better product offerings, price increases and the relative political stability in the country
Skin care and hair care are the heavyweights
Skin care and hair care accounted for around 51% of total cosmetics and toiletries sales in 2007. They are the heavyweights of cosmetics and toiletries in Nigeria and their dynamics influence the growth and general performance of the market to a large extent. In terms of size, hair care led, followed by skin care; they were followed by bath and shower, then colour cosmetics. The dominance of these categories is a reflection of the average Nigerian’s inclination to buy their basic necessities first, before buying items such as fragrances and deodorants, which are still considered luxuries by the lower income groups which represent the bulk of the Nigerian population.
Multinationals dominate cosmetics and toiletries in Nigeria
Multinational companies with local manufacturing capabilities, such as Unilever Nigeria Plc, a subsidiary of Unilever Group and PZ Industries Plc, a subsidiary of PZ Cussons Plc, dominate the market. The dominance of these companies reflects the length of time they have operated in the country. It is also testimony to the vast size of the multinational parent companies backing these Nigerian subsidiaries. In addition, these companies have very strong distribution networks that offer credit to small retailers and they spend heavily on marketing their brands.
Other multinationals, which do not manufacture locally but maintain a strong local presence, include Beiersdorf AG, The Gillette Co, L’Oréal Groupe and Johnson & Johnson Inc.
Changes in retail distribution
Supermarkets/hypermarkets and shopping malls are becoming increasingly significant channels for the distribution of cosmetics and following the entry of The Palms, a South African retail chain that opened its first outlet in Nigeria in 2005. Consumers and manufacturers have responded positively to these comparatively novel retail distribution channels and this is expected to result in more significant changes during the forecast period. Private label brands are also expected to be introduced due to the growing presence of these retail outlets.
Positive outlook for cosmetics and toiletries
The outlook for cosmetics and toiletries is positive with one of the main factors being the present political and economic stability in the country which is expected to continue over the forecast period. As a result, personal disposable incomes and company advertising will increase, fuelling growth. The average Nigerian will spend more on cosmetics, in particular premium products, which, at the time of writing, are considered luxuries.
Growth will also be stimulated as more Nigerian women work and earn income independently. This will lead to growth in categories such as colour cosmetics and fragrances as working women seek to project a well-groomed, professional image.
Table of contents
COSMETICS AND TOILETRIES IN NIGERIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth in cosmetics and toiletries remains strong and steady
Skin care and hair care are the heavyweights
Multinationals dominate cosmetics and toiletries in Nigeria
Changes in retail distribution
Positive outlook for cosmetics and toiletries
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Sources
Summary 1 Research Sources
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 14 Sales of Baby Care by Subsector: Value 2002-2007
Table 15 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 16 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 17 Baby Care Company Shares by Retail Value 2003-2007
Table 18 Baby Care Brand Shares by Retail Value 2004-2007
Table 19 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 20 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 21 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 22 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 23 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 24 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 25 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 26 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 27 Bath and Shower Products Premium Brand Shares 2007
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 31 Sales of Deodorants by Subsector: Value 2002-2007
Table 32 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 33 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 34 Deodorants Company Shares by Retail Value 2003-2007
Table 35 Deodorants Brand Shares by Retail Value 2004-2007
Table 36 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 39 Retail Sales of Styling Agents by Type 2003-2007
Table 40 Sales of Hair Care by Subsector: Value 2002-2007
Table 41 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 42 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 43 Hair Care Company Shares by Retail Value 2003-2007
Table 44 Hair Care Brand Shares by Retail Value 2004-2007
Table 45 Hair Care Premium Brand Shares 2007
Table 46 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 47 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 48 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 49 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 50 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 51 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 52 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 53 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 54 Colour Cosmetics Premium Brand Shares 2007
Table 55 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 56 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 57 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 58 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 59 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 60 Sales of Men's Razors and Blades by Type 2005-2007
Table 61 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 62 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 63 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 64 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 65 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 66 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 67 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 68 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 69 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 70 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 71 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 72 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 73 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 74 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 75 Sales of Fragrances by Subsector: Value 2002-2007
Table 76 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 77 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 78 Fragrances Company Shares by Retail Value 2003-2007
Table 79 Fragrances Brand Shares by Retail Value 2004-2007
Table 80 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 81 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 82 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 83 Sales of Skin Care by Subsector: Value 2002-2007
Table 84 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 85 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 86 Skin Care Company Shares by Retail Value 2003-2007
Table 87 Skin Care Brand Shares by Retail Value 2004-2007
Table 88 Skin Care Premium Brand Shares 2007
Table 89 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 90 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 91 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 92 Sales of Depilatories by Subsector: Value 2002-2007
Table 93 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 94 Depilatories Company Shares by Retail Value 2003-2007
Table 95 Depilatories Brand Shares by Retail Value 2004-2007
Table 96 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 97 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE
Headlines
RIVERS VEGETABLE OIL COMPANY LTD
Strategic Direction
Key Facts
Summary 2 Rivers Vegetable Oil Company Ltd: Key Facts
Company Background
Production
Summary 3 Rivers Vegetable Oil Company Limited: Production Statistics 2007
Competitive Positioning
Summary 4 Rivers Vegetable Oil Company Ltd: Competitive Position 2007
JAGAL PHARMA LTD
Strategic Direction
Key Facts
Summary 5 Jagal Pharma Ltd: Key Facts
Company Background
Production
Summary 6 Jagal Pharma Ltd: Production Statistics 2007
Competitive Positioning
Summary 7 Jagal Pharma Ltd: Competitive Position 2007
SOULMATE INDUSTRIES NIGERIA
Strategic Direction
Key Facts
Summary 8 Soulmate Industries Nigeria: Key Facts
Company Background
Production
Summary 9 Soulmate Industries Nigeria: Production Statistics 2007
Competitive Positioning
Summary 10 Soulmate Industries Nigeria: Competitive Position 2007