Beauty and personal care products are common household items among Ethiopian families. Bath and shower, and hair care products are the leading categories and these products are widely available, with most of the population aware of the various types of products.
Beauty and personal care will perform well in 2021 despite the various challenges seen since the outbreak of COVID-19. The growth for the sector is mainly attributed to the rapid expansion of urbanisation, as well as the increasing disposable income of consumers.
Ethiopia is one of the most populated countries in Africa with an estimated population of 109 million according to the World Bank. The population growth rate stands at 2.
The attitudes of Ethiopians to beauty and personal care and grooming tend to be shaped by income level, gender and whether they live in urban or rural areas. Indeed, packaged beauty and personal care products are mainly used by lower-middle to high-income consumers in urban areas as it is these groups which are more likely to be exposed to international products via mass-media advertising and social media platforms such as Facebook.
Maintaining trade flows during the COVID-19 pandemic is crucial in providing access to essential food and medical items and in limiting the negative impacts on jobs and poverty. For Ethiopia, Sub-Saharan Africa's fifth largest economy and second most populous nation, mitigating pandemic-related trade risks is essential.
Rapid urbanisation, rising female participation in the workforce, the improving economic climate, the increasing numbers of middle-income urban consumers, rising internet penetration and greater access to information via online channels are all expected to drive demand for beauty and personal care products over the forecast period. With Ethiopian society characterised by low average incomes, mass toiletries are set to continue accounting for the bulk of sales, with mass toiletries categories expected to make significant value gains over the course of the year.
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Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Ethiopia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Beauty and Personal Care research and analysis database.
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