Bath and shower recorded the strongest volume growth rate within overall beauty and personal care in Nigeria in 2020, driven primarily by the preventative health trend, due to heightened health awareness amongst consumers who were advised to regularly wash their hands in an attempt to stop the spread of the virus through touch. This supported greater demand for the dominant value category of bar soap which offers affordability to much of the local population and multifunctionality in terms of overall cleaning of hands, face, and body, in addition to demand for liquid soap amongst more affluent consumers.
PZ Cussons Nigeria Plc retained its overall leadership of bath and shower in 2020 due to its strength in the largest value category of bar soap with a wide range of brands including Premier Toilet Soap, Joy Beauty Soap, and Imperial Leather. Nevertheless, Reckitt Benckiser Nigeria’s Dettol Soap strengthened its leadership of bar soap in 2020 due to being a medicated soap and therefore has an antibacterial positioning.
While traditionally holding overall low value share within bath and shower, liquid soap experienced a surge in demand in 2020 due to heightened hygiene awareness during the pandemic, which saw increasing demand amongst urban consumers for antibacterial variants and hand sanitisers early in the year when the lockdown measures were announced. Indeed, customers were only allowed to buy one liquid soap or hand sanitizer product per person in most supermarkets, hypermarkets and even pharmacies.
Following stockpiling of certain products due to heightened hygiene awareness as a result of the pandemic in 2020, volume growth for bath and shower is set to slow in 2021 as lingering price sensitivity forces consumers to continue to prioritise their expenditure. Nevertheless, greater hygiene concerns will persist, encouraging many to continue washing with bar soap, particularly medicated options, while demand for liquid soap is set to decline over the forecast period compared to the surge during 2020.
Further urbanisation is also likely to lead to a greater shift from unpackaged to packaged brands within bar soap. The latter category offers further potential in terms of expansion and segmentation, driven by a higher number of women joining the formal workplace, and therefore, brands which focus on offering complexion care will appeal to the growing number of Nigerian women who will become financially independent.
A growing urban population and strengthening consumer sentiment will give a boost to other areas of bath and shower which were neglected in 2020, with improved growth rates predicted for body wash/shower gel, body powder, intimate hygiene, and bath additives over the course of the forecast period. However, some will struggle to return to pre-pandemic levels by 2025 due to the severity of their declines during the pandemic.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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