Beauty and Personal Care in Angola

Beauty and personal care saw positive sales growth in 2019 as growth in the urban middle and upper classes expanded the core consumer base in many categories. However, most products are too expensive for the majority, with wider demand limited to basic products of daily use such as bar soap, standard shampoos, toothpaste, manual toothbrushes and deodorants.

Market Insight: COVID-19 Impact

The extent to which COVID-19 had a negative impact on sales across food and personal care varied significantly from category to category. Specifically, beauty and personal care categories in which the majority of sales are accounted for by essential products of daily use saw no significant slowdowns or declines in sales during the first half of 2020 due to the COVID-19 situation.

Country Insight: COVID-19 Impact

A state of emergency was declared by the president for 15 days from 25 March, which was subsequently extended a number times. All borders were closed and no commercial flights, either international or domestic, were allowed to operate.

Country Insight: Pre-COVID-19

The influence of foreign trends, especially those from Western countries, and advertising campaigns, including by the key players in beauty and personal care, are contributing to the increasing interest among Angolan consumers for using disposable nappies/diapers/pants, wearing colour cosmetics, colouring their hair and similar social phenomena. One factor making foreign trends so important is that Angola’s population remained relatively young by international standards, with these younger consumers generally very keen to try new things, with new trends thus quickly adopted.

Socioeconomic Trends

Purchases of beauty and personal care are generally limited to mid- and high-income income consumers living in urban areas. Low-income people meanwhile tend to buy only essential beauty and personal care items that offer value for money, with those on low incomes not placing much value on categories that are seen as non-essential because of high prices.

Logistics/Infrastructure

While infrastructure is still lacking in many areas of Angola, recent improvements have been seen in routes between the country’s major cities and rural areas. In addition, improvements in urban infrastructure have made it easier to traverse the country’s largest cities.

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