Beauty and Personal Care in Nigeria

May 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Nigeria report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Beauty and Personal Care in Nigeria?
  • Which are the leading brands in Nigeria?
  • How are products distributed in Nigeria?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Nigeria

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Search for more affordable essential products benefits mass segment in 2020
Mass bath and shower benefits most from preventative health trend
Greater fragmentation with smaller brands gaining ground, while Reckitt Benckiser benefits from antibacterial positioning of its bath and shower brands

RECOVERY AND OPPORTUNITIES

Lingering price sensitivity will support further growth for mass beauty and personal care
Bar soap will continue to evolve beyond medicated positioning
E-commerce and social media to play important roles in attracting younger consumers

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend and rising price sensitivity reduce demand for premium beauty and personal care
Premium fragrances remains dominant, impacted by home confinement and closure of specialist retailers
Highly fragmented competitive landscape but Estée Lauder retains overall leadership due to strength in premium fragrances

RECOVERY AND OPPORTUNITIES

Despite more positive outlook, premium segment will struggle to fully recover by 2025
Women will remain key drivers of premium beauty and personal care
Premium brands likely to expand distribution and strengthen digital marketing

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Increasing price sensitivity due to rising inflation forces parents to prioritise expenditure on essential products in 2020
Low penetration rate of specific baby and child-specific products due to local preference for natural alternatives
Smaller brands outperform leading multinationals due to increasing price sensitivity

RECOVERY AND OPPORTUNITIES

Improving demand from 2021 but earlier strong growth will be driven by more essential products
Rising urbanisation offers potential for further expansion of category
Local preference for natural ingredients offers potential for further development

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Rising price sensitivity focuses consumers’ priorities on essential bar soap, particularly medicated options as a result of pandemic
PZ Cussons retains overall leadership due to strength in bar soap
Surge in demand for liquid soap in 2020 driven by hand sanitisers

RECOVERY AND OPPORTUNITIES

Slower volume growth for 2021 following surge in demand for bar soap and hand sanitisers but overall positive performance set for bath and shower
Further shift towards packaged bar soap and greater segmentation likely
Growing urbanisation offers potential for niche areas

CATEGORY DATA

Table 31 Sales of Bath and Shower by Category: Value 2015-2020 Table 32 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 34 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 35 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 36 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 37 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Rising price sensitivity and home seclusion trend significantly reduces demand for colour cosmetics in 2020
Smaller channels gain share from beauty specialist retailers due to restrictions on trading
Direct sellers struggle due to limited face-to-face consultations

RECOVERY AND OPPORTUNITIES

Slow recovery predicted for colour cosmetics
Urban population and greater penetration of female professional employment offer further potential
Social media will be essential to boost brand awareness

CATEGORY DATA

Table 40 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 42 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 44 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 45 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 46 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 47 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 48 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 49 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 50 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend reduces demand for deodorants in 2020
Shifts in terms of distribution
International brands dominate deodorants landscape

RECOVERY AND OPPORTUNITIES

Slow but full recovery expected for deodorants
Young, urban working population key to stronger growth
Digital marketing will help increase brand awareness amongst target audience

CATEGORY DATA

Table 51 Sales of Deodorants by Category: Value 2015-2020 Table 52 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 53 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 54 NBO Company Shares of Deodorants: % Value 2016-2020 Table 55 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 56 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend and price sensitivity reduce demand for depilatories in 2020
Urban professional women main growth drivers of depilatories in Nigeria
Gillette remains most popular brand but continues to come under pressure from close competitors

RECOVERY AND OPPORTUNITIES

Full volume sales recovery expected by 2022
Further expansion of urban working population offers potential for more sophisticated depilatories
Social media and e-commerce important tools to raise awareness

CATEGORY DATA

Table 60 Sales of Depilatories by Category: Value 2015-2020 Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 63 NBO Company Shares of Depilatories: % Value 2016-2020 Table 64 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 65 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend and price sensitivity significantly reduce demand for fragrances in 2020
Closure of non-essential stores a factor in premium segment’s decline
Oriflame gains narrow leadership from Estée Lauder

RECOVERY AND OPPORTUNITIES

Despite improving demand, fragrances will struggle to fully recover in volume terms by 2025
Young urban population likely to be target audience by players
Social media to player increasingly important role in marketing

CATEGORY DATA

Table 67 Sales of Fragrances by Category: Value 2015-2020 Table 68 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 69 NBO Company Shares of Fragrances: % Value 2016-2020 Table 70 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 73 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend and rising price sensitivity reduce demand for hair care in 2020
Closure of hair salons fails to boost to at-home options
Dark & Lovely remains most popular brand in 2020 but L'Oréal loses overall leadership to Franemm Industries

RECOVERY AND OPPORTUNITIES

More positive outlook but hair care will struggle to fully recover by 2025
Standard shampoos and perms and relaxants set to be strongest performers
Young, urban consumers will increase in importance as a major target for brands

CATEGORY DATA

Table 75 Sales of Hair Care by Category: Value 2015-2020 Table 76 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 77 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 78 NBO Company Shares of Hair Care: % Value 2016-2020 Table 79 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 80 LBN Brand Shares of Colourants: % Value 2017-2020 Table 81 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 82 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 83 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 84 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 85 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Home seclusion trend and price sensitivity forces men to prioritise expenditure in 2020
Dominant men’s shaving records lowest volume decline
Leader Gillette continues to lose ground to more competitively-priced brands

RECOVERY AND OPPORTUNITIES

Full and strong recovery predicted for men’s grooming
Young, urban males offer strong potential as expanding target audience
Social media and e-commerce to play increasingly important roles in boosting brand awareness

CATEGORY DATA

Table 86 Sales of Men’s Grooming by Category: Value 2015-2020 Table 87 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 88 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 89 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 90 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 91 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 92 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 93 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 94 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and rising price sensitivity results in flat performance for oral care with consumers prolonging replacement cycles
Dominant toothpaste is only positive performer in 2020
Oral care remains consolidated competitive landscape dominated by multinationals

RECOVERY AND OPPORTUNITIES

Stronger demand predicted from 2022 onwards, leading to full recovery for oral care
Growing population will offer larger target audience for oral care moving forward
Social media to become increasingly important tool to increase brand awareness amongst younger demographics

CATEGORY DATA

Table 95 Sales of Oral Care by Category: Value 2015-2020 Table 96 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 97 Sales of Toothbrushes by Category: Value 2015-2020 Table 98 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 99 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 100 NBO Company Shares of Oral Care: % Value 2016-2020 Table 101 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 102 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 103 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 104 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 105 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 106 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 107 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Few positives amongst declining demand for skin care in 2020 due to rising price sensitivity
Premium skin care most negatively impacted
Beiersdorf retains overall leadership in 2020 but skin care becomes increasingly fragmented

RECOVERY AND OPPORTUNITIES

Strengthening consumer sentiment will result in greater willingness to invest in more complex skin care routines
Younger audience more open to digital advertising and e-commerce
Potential for further entry of new brands over the forecast period

CATEGORY DATA

Table 108 Sales of Skin Care by Category: Value 2015-2020 Table 109 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 110 NBO Company Shares of Skin Care: % Value 2016-2020 Table 111 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 112 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 113 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 114 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 115 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 116 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 117 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 118 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Nigeria

KEY DATA FINDINGS

2020 IMPACT

Sun care experiences strongest decline in demand due to home seclusion trend and prioritising of expenditure
Reduced target audience in 2020
Highly consolidated competitive landscape dominated by direct sellers

RECOVERY AND OPPORTUNITIES

Improving demand from 2022 onwards but overall sun care will remain a niche in Nigeria
Further potential to attract affluent urban consumers
Greater return of tourists and expatriates also set to boost demand

CATEGORY DATA

Table 119 Sales of Sun Care by Category: Value 2015-2020 Table 120 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 121 NBO Company Shares of Sun Care: % Value 2016-2020 Table 122 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 123 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 124 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 125 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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