Coronavirus (COVID-19) affected demand, supply and retail routes, but had an unorthodox effect on beauty and personal care demand trends among men and women and behaviours as the pandemic eased. Consumers focused more on e-commerce and product health benefits.
Recovering from the COVID-19 pandemic and heading into 2022, Côte d’Ivoire maintained its status as the largest economy in West Africa. With a growing middle class and rising standards of living, there was an increase in exposure to different categories of beauty and personal care products, which were highly appreciated and played a big role in their daily lives.
Ivorian women tend to place great importance on looking after their hair, and it is common for them to regularly visit beauty salons for hair relaxing, braiding and extensions. Popular styles include extensions with human hair and more natural looks.
A dynamic, diverse and rapidly growing country, Côte d’Ivoire is one of the largest economies in West Africa, with a promising growth outlook and favourable demographic prospects. Economic growth is expected to continue following robust recovery from the COVID-19 pandemic, with a strong projected growth rate projected for 2022.
Côte d’Ivoire continued its huge investment in infrastructural development in 2022 to encourage national trade and ease of movement of goods and materials, bringing about huge investments not only in its urban cities but also in its fast-growing rural areas.
Beauty and personal care is expected to experience a rise in demand. While access may depend on the level of urbanisation, this is likely to mean an increase in number of physical and online retail outlets available for consumers, and greater use of digital marketing amid a growing economy.
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Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.See All of Our Definitions
This report originates from Passport, our Beauty and Personal Care research and analysis database.
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