Beauty and Personal Care in Nigeria
Beauty and personal care in 2021: The big picture
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
Summary 1 Research Sources
Baby and Child-Specific Products in Nigeria
Healthy current value and volume growth in 2021.
Increased price sensitivity sees leading baby wipes brand Angel gain further value share
Baby wipes registers highest growth
Healthy constant value growth over forecast period
Significant growth potential in baby and child-specific products
Local preference for natural ingredients offers potential for further development
Table 10 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 15 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Nigeria
Hand sanitisers passed its peak
PZ Cussons retains overall leadership due to strength in bar soap
Bar soap continues to drive value growth
Moderate constant value growth over forecast period
Bar soap remains key products in terms of value sales
Niche products perform strongly
Table 19 Sales of Bath and Shower by Category: Value 2016-2021
Table 20 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 22 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 23 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 24 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 25 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 26 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 27 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Nigeria
Milani Cosmetic becomes top selling brand in 2021
Increasingly competitive landscape, with e-commerce continuing to gain value share
Society fully opening benefits colour cosmetics
Premium cosmetics also performs well, supported by increased local availability
Make-up clinics and e-commerce key driver of value sales
Table 28 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 29 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 32 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 33 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 34 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 35 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 36 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 37 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 38 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Deodorants in Nigeria
High inflation stifles volume growth
International brands dominate deodorants landscape
Sprays continued to be most popular deodorant format
Moderate constant value growth over forecast period
Manufacturers focus on various different benefits to stimulate growth
Digital marketing will help increase brand awareness amongst target audience
Table 39 Sales of Deodorants by Category: Value 2016-2021
Table 40 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 42 NBO Company Shares of Deodorants: % Value 2017-2021
Table 43 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 45 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
Depilatories in Nigeria
High inflation stifles volume growth
Gillette remains most popular brand but continues to come under pressure from close competitors
Inflation hampers growth of more niche products
Moderate constant value growth over forecast period
Niche products also register growth
Culture continues to stifle growth
Table 48 Sales of Depilatories by Category: Value 2016-2021
Table 49 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 50 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 51 NBO Company Shares of Depilatories: % Value 2017-2021
Table 52 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 53 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 54 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
Fragrances in Nigeria
Oriflame continues to be the bestselling brand
Opening of society will boost sales
Mass continues to outperform premium
Shift in distribution landscape
Table 55 Sales of Fragrances by Category: Value 2016-2021
Table 56 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Fragrances: % Value 2017-2021
Table 58 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 59 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 60 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 61 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 62 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Nigeria
Dark & Lovely remains most popular brand but is losing value share
Relaxants most popular hair product and drives growth for other products
Moderate constant value growth over forecast period
Relaxants gradually losing favour
Conditioners registers healthy value growth
Table 63 Sales of Hair Care by Category: Value 2016-2021
Table 64 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 65 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 66 NBO Company Shares of Hair Care: % Value 2017-2021
Table 67 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 68 LBN Brand Shares of Colourants: % Value 2018-2021
Table 69 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 70 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 71 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 72 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 73 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Nigeria
Leader Gillette continues to lose ground to more competitively-priced brands
Men’s fragrances and deodorants recover strongly
Rising incomes and increasing Western influence supports growth
Men’s razors and blades continue to be most popular product
Further growth expected in the beard grooming segment
Table 74 Sales of Men’s Grooming by Category: Value 2016-2021
Table 75 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 76 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 77 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 78 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 79 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 80 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 81 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 82 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
Oral Care in Nigeria
Oral care less impacted by pandemic
Oral care remains consolidated and dominated by multinationals
Toothpaste drives value sales
Toothpaste continues to account for most value sales
Mouthwashes/dental rinses best performers over forecast period
Barriers to entry remain strong
Table 83 Sales of Oral Care by Category: Value 2016-2021
Table 84 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 85 Sales of Toothbrushes by Category: Value 2016-2021
Table 86 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 87 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 88 NBO Company Shares of Oral Care: % Value 2017-2021
Table 89 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 90 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 91 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 92 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 93 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 94 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 95 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Nigeria
Beiersdorf retains overall leadership in 2020 but skin care becomes increasingly fragmented
Smaller, local brands gaining value share
Healthy constant value growth over forecast period
Move towards multi-benefit products over forecast period
Heightened competition over forecast period
Table 96 Sales of Skin Care by Category: Value 2016-2021
Table 97 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 98 NBO Company Shares of Skin Care: % Value 2017-2021
Table 99 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 100 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 101 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 102 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 103 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 104 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 105 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 106 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Nigeria
Continued volume decline in 2021
Highly consolidated competitive landscape dominated by direct sellers
Awareness of importance sun protection slowly increasing
Return of tourists and expatriates set to boost demand
Continued growing awareness of importance of sun protection
Blurring of lines between skin care and sun care
Table 107 Sales of Sun Care by Category: Value 2016-2021
Table 108 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 109 NBO Company Shares of Sun Care: % Value 2017-2021
Table 110 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 111 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 112 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 113 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Nigeria
Weaker recovery for premium than mass in 2021
Highly fragmented competitive landscape but Estée Lauder retains overall leadership due to strength in premium fragrances
Premium fragrances continue to account for most value sales
Rising incomes and social media will fuel premiumisation
Skin care and colour cosmetics perform strongly
Growing competition from higher quality mass brands
Table 114 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 115 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 116 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 117 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 118 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 119 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Mass Beauty and Personal Care in Nigeria
Recovery in current value growth in 2021
Greater fragmentation, with smaller brands gaining ground
Mass bath and shower a drag on value growth
Moderate constant value growth over forecast period
E-commerce and social media to play important roles in attracting younger consumers
Skin care strong performer
Table 120 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 121 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 122 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 123 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 124 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 125 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026