Beauty and Personal Care in Côte d'Ivoire

Solid sales growth was recorded in beauty and personal care in 2019, driven by rising incomes among mid- and high-income communities, the spread of modern retailing and investment in infrastructure. However, widespread poverty is hampering growth, with the rural poor able to afford only basic products.

Market Insight: COVID-19 Impact

Although the emergence of the COVID-19 situation had a generally negative effect on demand for beauty and personal care in Côte d’Ivoire during 2020, the two-speed nature of the industry meant that the impact of the pandemic and the official response to it were not felt as heavily across numerous categories as it was in many other countries in sub-Saharan Africa. More specifically, among low-income consumers and those living in rural areas, the fact that demand for beauty and personal care is limited to the absolute essentials such as bar soap, general purpose body care, toothpaste and manual toothbrushes meant that demand remained fairly inelastic despite the negative impact of COVID-19 during the first half of 2020.

Country Insight: COVID-19 Impact

The country closed its borders on 22 March, as well as putting Abidjan in lockdown, with no exit and entry allowed. Stores were not closed, although they had to change their opening hours to bring them in line with the curfew running from 21.

Country Insight: Pre-COVID-19

At the end of the review period, there remained significant differences between the beauty regimes of Côte d’Ivoire’s urban and rural dwellers, as well as differences between the personal grooming routines of men and women. Rural consumers have limited access to beauty and personal care products, with the majority also only able to afford basic items such as bar soap and general purpose body care due to their considerably lower incomes in comparison to those living in major cities.

Socioeconomic Trends

Côte d'Ivoire has faced considerable social and political turbulence since the turn of the century, including the devastating 2002-2004 civil war, which was followed by further conflict during 2010 and 2011. However, since 2012, the country has enjoyed strong economic growth, recording real GDP growth of 8-11% annually.

Logistics/Infrastructure

Côte d'Ivoire's road infrastructure was badly hit by the country's civil wars, with much of the damage still to be repaired. However, the government has made developing roads and transportation infrastructure a priority.

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