Beauty and Personal Care in Nigeria

Beauty and Personal Care in Nigeria

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Sales driven by ongoing urbanisation and growth of young population

Limited purchasing power supports demand for mass brands

New product development limited by challenging economic situation

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2017-2024
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2016-2024

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising purchasing power among low income workers continues to drive growth

Sales boosted by growing availability of affordable and high-quality mass brands

Extensive distribution and varied product offering key to success of multinationals

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising incomes and fashion awareness to drive demand for premium brands

Growing desire to reflect status among wealthier Nigerians

Fashionable image key to attracting status seeking consumers

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand driven by high birth rate and increasing health awareness

Shift from traditional products urbanisation fuelled by ongoing urbanisation

Domestic players continue to struggle to compete with leading multinationals

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2016-2019
Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising hygiene awareness and ongoing urbanisation drives growth

Limited purchasing power ensures strong demand for bar soap

Wide product offering key to attracting Nigerian consumers

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 31 Sales of Bath and Shower by Category: Value 2014-2019
Table 32 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 34 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 35 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 36 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 37 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising demand among fashion conscious young women fuels demand

Ongoing urbanisation boosts retail sales in retailers throughout country

Strong marketing and distribution key to attracting consumers

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 40 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 42 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 44 LBN Brand Shares of Eye Make-up: % Value 2016-2019
Table 45 LBN Brand Shares of Facial Make-up: % Value 2016-2019
Table 46 LBN Brand Shares of Lip Products: % Value 2016-2019
Table 47 LBN Brand Shares of Nail Products: % Value 2016-2019
Table 48 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 49 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 50 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024

Deodorants in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising demand among young fashion conscious consumers boosts demand

Positive outlook given ongoing recovery of Nigerian economy

Multinationals continue to leverage extensive distribution and marketing to lead sales

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 51 Sales of Deodorants by Category: Value 2014-2019
Table 52 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 54 NBO Company Shares of Deodorants: % Value 2015-2019
Table 55 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 57 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2019-2024

Depilatories in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Low maturity and rising awareness fuelling strong growth prospects

Razors and blades remains popular among large low income population

Extensive marketing and distribution key to success of multinationals

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 60 Sales of Depilatories by Category: Value 2014-2019
Table 61 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 63 NBO Company Shares of Depilatories: % Value 2015-2019
Table 64 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 65 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Economic recovery and Western lifestyle trends fuelling sales

Value sales supported by premium nature of fragrances brands

Global players benefit from fashionable image and reputation for quality

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 67 Sales of Fragrances by Category: Value 2014-2019
Table 68 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 69 NBO Company Shares of Fragrances: % Value 2015-2019
Table 70 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 73 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Growth driven by increasing disposable incomes and expanding female population

Growing competition fuelling development of new innovative products

International players boosted by growing interest in quality products

2020 and Beyond

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 75 Sales of Hair Care by Category: Value 2014-2019
Table 76 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 77 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 78 NBO Company Shares of Hair Care: % Value 2015-2019
Table 79 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 80 LBN Brand Shares of Colourants: % Value 2016-2019
Table 81 LBN Brand Shares of Styling Agents: % Value 2016-2019
Table 82 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 83 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 84 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 85 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Men's Grooming in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand boosted by growing interest among younger millennial consumers

Rising image awareness among men boosts demand for men’s fragrances

Extensive marketing and distribution ensures Procter & Gamble leads sales

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 86 Sales of Men’s Grooming by Category: Value 2014-2019
Table 87 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 88 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 89 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2019
Table 90 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 91 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 92 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 93 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 94 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

Oral Care in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand boosted by rising awareness of the importance of oral hygiene

Sales rising strongly among modern urban consumers

Local players struggle to compete with distribution capacity of multinationals

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 95 Sales of Oral Care by Category: Value 2014-2019
Table 96 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 97 Sales of Toothbrushes by Category: Value 2014-2019
Table 98 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 99 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 100 NBO Company Shares of Oral Care: % Value 2015-2019
Table 101 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 102 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2016-2019
Table 103 LBN Brand Shares of Toothpaste: % Value 2016-2019
Table 104 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 105 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 106 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 107 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising demand among modern urban dwelling women

Widespread availability and affordability drives mass skin care sales

Strong consumer trust in reputation of leading global players

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 108 Sales of Skin Care by Category: Value 2014-2019
Table 109 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 110 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 111 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 112 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 113 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 114 NBO Company Shares of Skin Care: % Value 2015-2019
Table 115 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2016-2019
Table 117 LBN Brand Shares of Anti-agers: % Value 2016-2019
Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2016-2019
Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2016-2019
Table 120 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 121 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Nigeria

HEADLINES

PRE-COVID-19 PERFORMANCE

Demand boosted by rising consumer disposable incomes

Awareness of dangers of sun overexposure continue to rise

International brands benefit from reputation for quality and wider product ranges

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 123 Sales of Sun Care by Category: Value 2014-2019
Table 124 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 125 NBO Company Shares of Sun Care: % Value 2015-2019
Table 126 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 128 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024

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