Beauty and Personal Care in Nigeria

Beauty and Personal Care in Nigeria

EXECUTIVE SUMMARY

Rising young adult population, urbanisation drive beauty and personal care growth

Beauty and personal care performs well in 2018 despite modest economic growth

Mass brands drive demand due to low purchasing power

Challenging economic situation suppresses new product development

Forecast period growth to be driven mainly by rising disposable incomes

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Nigeria

HEADLINES

PROSPECTS

Growing baby population drives growth

Growing urbanisation drives shift away from traditional products

Growth in sub-premium brands expected

COMPETITIVE LANDSCAPE

Johnson & Johnson Inc leads this category

Unilever Nigeria Plc ranks third

Multinationals dominate baby and child specific products

CATEGORY DATA

Table 10 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 15 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Nigeria

HEADLINES

PROSPECTS

Growing urban population spurs growth

Bar soap records the best performance

Niche categories set to continue growing strongly

COMPETITIVE LANDSCAPE

PZ Cussons leads this category

Reckitt Benckiser Group ranks second

Mass brands dominate bath and shower

CATEGORY DATA

Table 19 Sales of Bath and Shower by Category: Value 2013-2018
Table 20 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 22 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 23 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 24 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 25 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 26 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Nigeria

HEADLINES

PROSPECTS

Young female consumers drive growth

Rapid urbanisation key to growing demand

Strong competition set to boost awareness

COMPETITIVE LANDSCAPE

Mary Kay Inc leads the colour cosmetics category

Multinational brands lead this category

Mass brands dominate, although premium brands maintain good prospects

CATEGORY DATA

Table 28 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 29 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 32 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 33 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 34 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 35 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 36 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 37 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 38 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Nigeria

HEADLINES

PROSPECTS

Growing young population boost sales growth

Economic recovery to boost growth

Deodorant sprays drives growth

COMPETITIVE LANDSCAPE

Beiersdorf AG leads this category

Unilever drops down the rankings

International brands continue to dominate

CATEGORY DATA

Table 39 Sales of Deodorants by Category: Value 2013-2018
Table 40 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 42 NBO Company Shares of Deodorants: % Value 2014-2018
Table 43 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 45 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Nigeria

HEADLINES

PROSPECTS

Positive growth expected in the forecast period

Women’s razors and blades set to remain the largest depilatories category

Growth being driven by strong competition

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its lead in the category

Second-placed Nigerian Ball Point Industries Plc records a drop

Vine Morris Link Ltd performs best

CATEGORY DATA

Table 48 Sales of Depilatories by Category: Value 2013-2018
Table 49 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 50 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 51 NBO Company Shares of Depilatories: % Value 2014-2018
Table 52 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 53 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 54 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Nigeria

HEADLINES

PROSPECTS

Emerging lifestyles of young adult population drive sales growth

Economic recovery among major factors boosting growth

Value growth driven by demand for premium products among core target audience

COMPETITIVE LANDSCAPE

Premium player Estée Lauder continues to lead sales

Oriflame leads in the mass category

International brands dominate the fragrance category

CATEGORY DATA

Table 55 Sales of Fragrances by Category: Value 2013-2018
Table 56 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Fragrances: % Value 2014-2018
Table 58 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 59 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 60 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 61 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 62 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Nigeria

HEADLINES

PROSPECTS

Economic improvement key to sales growth in hair care

Growth driven by rising female population

High levels of competition and innovation set to focus on hair suitability

COMPETITIVE LANDSCAPE

L'Oréal Nigeria leads hair care

Godrej Nigeria Ltd performs best

International versus local brands

CATEGORY DATA

Table 63 Sales of Hair Care by Category: Value 2013-2018
Table 64 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 65 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 66 NBO Company Shares of Hair Care: % Value 2014-2018
Table 67 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 68 LBN Brand Shares of Colourants: % Value 2015-2018
Table 69 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 70 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 71 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 72 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 73 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Nigeria

HEADLINES

PROSPECTS

Growing employment among low income earners expected to drive growth

Affordable, high-quality mass beauty and personal care products enhances sales

Price promotions key to growth

COMPETITIVE LANDSCAPE

PZ Cussons leads this category

Multinationals continue to lead sales in mass beauty and personal care

Growing competition from local emerging brands

CATEGORY DATA

Table 74 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 75 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 76 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 77 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 78 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 79 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Nigeria

HEADLINES

PROSPECTS

Celebrities influence the lifestyles of young Nigerian men

Increasing numbers of millennial and generation Z consumers to drive growth

Men’s fragrances records strong growth

COMPETITIVE LANDSCAPE

Procter & Gamble Nigeria leads men’s grooming in 2018

Second-placed Nigerian Ball Point Industries Plc records a drop in sales

Vine Morris Link Ltd the best performer

CATEGORY DATA

Table 80 Sales of Men’s Grooming by Category: Value 2013-2018
Table 81 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 82 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 83 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 84 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 85 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 86 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 87 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 88 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Nigeria

HEADLINES

PROSPECTS

The promotion of good oral hygiene supports demand for oral care

Growth set to continue being driven by the increasing urban population

New product development set to contribute to growth

COMPETITIVE LANDSCAPE

GlaxoSmithKline Consumer Nigeria Plc maintains top position in this category

Procter & Gamble Nigeria Ltd is the best performer

Unilever Nigeria Plc’s Close-Up Toothpaste is the leading brand in oral care

CATEGORY DATA

Table 89 Sales of Oral Care by Category: Value 2013-2018
Table 90 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 91 Sales of Toothbrushes by Category: Value 2013-2018
Table 92 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 93 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 94 NBO Company Shares of Oral Care: % Value 2014-2018
Table 95 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 96 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 97 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 98 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 99 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 100 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 101 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Nigeria

HEADLINES

PROSPECTS

Premium beauty and personal care predicted to grow strongly

Status level seekers to drive growth

Price stability to drive growth

COMPETITIVE LANDSCAPE

Estée Lauder Cos Inc leads premium beauty and personal care

Direct selling player Forever Living ranks second

International brands remain dominant

CATEGORY DATA

Table 102 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 103 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 104 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 105 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 106 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 107 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Nigeria

HEADLINES

PROSPECTS

Mass skin care drives sales

Growing numbers of women in urban areas expected to drive growth

Innovation helping to spur demand for higher-priced skin care items

COMPETITIVE LANDSCAPE

Beiersdorf AG leads skin care

Multinational brands dominate but face growing competition

CATEGORY DATA

Table 108 Sales of Skin Care by Category: Value 2013-2018
Table 109 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 110 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 111 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 112 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 113 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 114 NBO Company Shares of Skin Care: % Value 2014-2018
Table 115 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 116 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 117 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 120 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 121 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Nigeria

HEADLINES

PROSPECTS

Rising income levels set to be key to positive growth in sun care

Increasing consumer awareness of the dangers of overexposure to the sun to continue driving sales

Growth set to continue being driven by direct selling

COMPETITIVE LANDSCAPE

Oriflame Nigeria leads sun care

Mary Kay Inc ranks second

Increasing competition set to come from other categories

CATEGORY DATA

Table 123 Sales of Sun Care by Category: Value 2013-2018
Table 124 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 125 NBO Company Shares of Sun Care: % Value 2014-2018
Table 126 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 128 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

---