Bath and shower is expected to see strong growth over the forecast period due to the growing population and urbanisation. Although low-income consumers will stick to standard soap and economy brands, an improved economy will drive demand for value-added, higher-priced products.
Over the forecast period, body wash/shower gel is set to continue to be the most dynamic category, driven by products that offer lightening and whitening effects. The growing population of women in professional employment will drive demand for such products, with the use of natural ingredients such as Papaya appealing, due to the belief that natural ingredients deliver better results and are gentler on skin.
Niche categories such as bath additives and intimate hygiene are expected to return to pre-2020 growth levels as economic growth improves consumer confidence. As such, consumers will be more likely and willing to spend on luxuries.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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