Competitive Landscape
Pz Cussons Nigeria Plc and Evans Industries Ltd Strengthen Positions Amid Rising Competition
Bath and shower in Nigeria shows a moderately concentrated landscape dominated by a handful of manufacturers, with PZ Cussons Nigeria Plc leading with a 19% share in 2025. Evans Industries Ltd follows as the second-largest player, increasing its share to 11% in 2025 from 9% in 2020.
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Overview:
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.
The Bath and Shower in Nigeria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Nigeria?
- Which are the leading brands in Nigeria?
- How are products distributed in Nigeria?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Nigeria - Category analysis
Key Data Insights
Bath and Shower Summary
Rapid Value Growth Driven Consumer Confidence and Easing Economic Pressures
Bar Soap Sustains Dominance through Multifunctional and Affordable Offerings
Pz Cussons Leverages Natural and Wellness Trends to Drive Dynamic Growth
Economic Recovery and Urban Growth Drive Robust Expansion of Bath and Shower Products
Bar Soap Set to Retain Dominance, While Body Wash/Shower Gel Leads Dynamic Growth
Local Innovation and Value-Added Formulations Anticipated to Reshape Competition and Consumer Engagement
Pz Cussons Nigeria Plc and Evans Industries Ltd Strengthen Positions Amid Rising Competition
Small Local Grocers Dominate Distribution as Supermarkets and Pharmacies Expand
Retail E-Commerce Gains Momentum as Convenience and Variety Attract Shoppers
Beauty and Personal Care in Nigeria - Industry Overview
2025 Developments
Key Data Insights
Nigerian Beauty and Personal Care Sees Robust Value Growth Amid Evolving Consumer Demand
Skin Care Leads Value Sales, While K-Beauty and Science-Backed Products Drive Growth
Local and International Brands Leverage Lifestyle and Inclusivity Trends to Deepen Consumer Engagement
Urban Youth and Rising Incomes Expected to Fuel Expansive Growth for Beauty and Personal Care
Skin Care Set to Continue Leading Value Sales, While Men’S Grooming and Sun Care Lead Growth Momentum
Brands Anticipated to Harness Social Media and Inclusivity to Drive Innovation and Consumer Engagement
Beiersdorf Ag Strengthens Lead through Innovation and Local Focus Amid Shifting Dynamics
Small Local Grocers Dominate Distribution, While Supermarkets and Health and Beauty Specialists Expand
E-Commerce Growth Driven by Specialist Retailers and Digital Platforms Gains Momentum
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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