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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