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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Nigeria

100 pages, May 2018

US$2,650

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Executive Summary

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Beauty and personal care posts strong growth

Beauty and personal care performed well over the review period, although the area was negatively impacted by the poor economy in 2016, when prices skyrocketed due to the depreciation of the local currency during the recession. Factors driving growth in Nigeria include a growing middle class with higher disposable incomes, an increasing population (particularly young people and babies), on-going urbanisation, and the rise in white collar employment.

Economic growth in 2017 boosts demand

The Nigerian economy performed fairly well in 2017, partly thanks to a stable currency, following the economic recession of 2016. With most beauty and personal care products being imported, better availability of foreign exchange helped to reduce importation costs, thereby leading to lower price growth (following steep price rises in 2016).

Increasing competition

Most products in beauty and personal care, particularly in the premium sector, are dominated by international brands and companies. The majority of premium products, despite having local manufacturing representation (eg Unilever Nigeria and PZ Industries), are directly imported by third parties, where local multinationals focus on producing mass products.

Poor economic conditions limit new product launches in 2017

A negative impact of economic stagnation in 2016 and the beginning of 2017 was the fact that companies reduced new product development budgets. Key new launches in 2017 were in colour cosmetics and included Zaron Cosmetics International, which introduced Zaron Maxi Blend compact powder and Matte eyebrow stick, while House of Tara International launched the Lip Stain lipstick brand, alongside a makeover game, which saw celebrities showing flawless makeovers from the House of Tara stable.

Economic stability expected to drive growth over forecast period

With trendy lifestyles and increasing adoption of Western culture among the growing young adult population, coupled with a rise in incomes, beauty and personal care is expected to see positive growth over the forecast period. The rise in the urban female population is also expected to further boost growth.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Nigeria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Nigeria for free:

The Beauty and Personal Care in Nigeria market research report includes:

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

Our market research reports answer questions such as:

What is the market size of Beauty and Personal Care in Nigeria?
What are the major brands in Nigeria?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

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Beauty and Personal Care in Nigeria

EXECUTIVE SUMMARY

Beauty and personal care posts strong growth

Economic growth in 2017 boosts demand

Increasing competition

Poor economic conditions limit new product launches in 2017

Economic stability expected to drive growth over forecast period

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Nigeria

HEADLINES

PROSPECTS

Rising baby population boosts growth

Competitive marketing activities boost demand

Nappy rash treatments to perform strongly

COMPETITIVE LANDSCAPE

Johnson & Johnson leads sales

Unilever ranks second

Multinationals dominate but growing competition from Asian brands

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Nigeria

HEADLINES

PROSPECTS

Population growth drives growth

Strong competition stimulates sales

Consumer health awareness boosts sales

COMPETITIVE LANDSCAPE

PZ Cussons leads sales

Multinationals continue to dominate volume sales

Mass brands looking to differentiate offering

CATEGORY DATA

Table 20 Sales of Bath and Shower by Category: Value 2012-2017
Table 21 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 23 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 24 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 26 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Nigeria

HEADLINES

PROSPECTS

Increasing female population boosts sales

Social media, make-up clinics and growing availability boost demand

Marketing activities and strong competition spurs growth

COMPETITIVE LANDSCAPE

Mary Kay leads colour cosmetic sales

Mass products dominate, but good prospects for premium brands

Multinational brands dominate due to widespread variety

CATEGORY DATA

Table 29 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 31 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 32 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 33 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 34 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 35 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 36 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 37 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 38 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 39 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 40 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 41 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Nigeria

HEADLINES

PROSPECTS

Growing urban population drives growth

Deodorant seen as attractive lower priced alternative to fragrances

Deodorant roll-on and sticks also growing strongly

COMPETITIVE LANDSCAPE

Unilever continues to lead sales

Mass brands dominate, but good prospects for premium brands

International brands continue to dominate, but local brands picking up

CATEGORY DATA

Table 42 Sales of Deodorants by Category: Value 2012-2017
Table 43 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 45 NBO Company Shares of Deodorants: % Value 2013-2017
Table 46 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 48 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Nigeria

HEADLINES

PROSPECTS

Rising incomes among women workers drive growth

Women’s pre-shave performs best

Strong competition fuels growth

COMPETITIVE LANDSCAPE

Procter & Gamble leads sales

Nigerian Ball Point Industries continues to perform strongly

Vine Morris Links posts strong growth

CATEGORY DATA

Table 51 Sales of Depilatories by Category: Value 2012-2017
Table 52 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 54 NBO Company Shares of Depilatories: % Value 2013-2017
Table 55 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 56 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Nigeria

HEADLINES

PROSPECTS

Urbanisation drives growth

Premium brands spur demand

Growing number of young adults and professional women boosts sales

COMPETITIVE LANDSCAPE

Estée Lauder leads sales

Puig continues to perform well

Afnan Supremacy and Oriflame perform well

CATEGORY DATA

Table 58 Sales of Fragrances by Category: Value 2012-2017
Table 59 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 60 NBO Company Shares of Fragrances: % Value 2013-2017
Table 61 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 64 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Nigeria

HEADLINES

PROSPECTS

Increasing female and urban population to boost growth

Consumers going natural

Medicated shampoo remains best performing area

COMPETITIVE LANDSCAPE

L'Oréal Nigeria leads hair care

NN Fems Industries posts strong growth

Competition driving marketing activities and new launches

CATEGORY DATA

Table 66 Sales of Hair Care by Category: Value 2012-2017
Table 67 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 69 NBO Company Shares of Hair Care: % Value 2013-2017
Table 70 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 71 LBN Brand Shares of Colourants: % Value 2014-2017
Table 72 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 73 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 74 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 75 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 76 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Nigeria

HEADLINES

PROSPECTS

Growing young, employed and urbanised population to boost growth

Rising urban female population key to growth

Mass deodorants expected to lead growth over forecast period

COMPETITIVE LANDSCAPE

Multinationals lead sales

Local players step-up and become best performers

Imported brands dominate sales

CATEGORY DATA

Table 77 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 78 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 79 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 80 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 81 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 82 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Nigeria

HEADLINES

PROSPECTS

Growing young adult male population drives growth

Westernisation and changing trends impacting demand

Men’s razors and blades remains largest area

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead sales

Nigeria Ball Point Pen Industries ranks second, but leads volume sales

Vine Morris Link continues to perform well

CATEGORY DATA

Table 83 Sales of Men’s Grooming by Category: Value 2012-2017
Table 84 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 85 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 86 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 87 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 88 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 89 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 90 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 91 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Nigeria

HEADLINES

PROSPECTS

Need for proper oral hygiene stimulates growth

Intensive marketing drives sales

Increasing population and usage frequency to boost growth

COMPETITIVE LANDSCAPE

GlaxoSmithKline leads sales

Procter & Gamble leads sales

International brands dominate

CATEGORY DATA

Table 92 Sales of Oral Care by Category: Value 2012-2017
Table 93 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 94 Sales of Toothbrushes by Category: Value 2012-2017
Table 95 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 96 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 97 NBO Company Shares of Oral Care: % Value 2013-2017
Table 98 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 99 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 100 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 101 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 103 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Nigeria

HEADLINES

PROSPECTS

Premium beauty and personal care to grow strongly due to economic recovery

Growth of middle and upper income population to stimulate growth

Premium fragrances drive sales in Nigeria

COMPETITIVE LANDSCAPE

Estée Lauder leads sales

Forever Living ranks second

International brands dominate

CATEGORY DATA

Table 105 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 106 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 107 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 108 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 109 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 110 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Nigeria

HEADLINES

PROSPECTS

Population growth and increasing middle class boosts skin care sales

General purpose body care drives growth

Prospects for premiumisation as niche areas see growing demand

COMPETITIVE LANDSCAPE

Beiersdorf leads skin care

Unilever ranks second

International brands dominate

CATEGORY DATA

Table 111 Sales of Skin Care by Category: Value 2012-2017
Table 112 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 113 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 114 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 115 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 116 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 117 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 118 NBO Company Shares of Skin Care: % Value 2013-2017
Table 119 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 120 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 121 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 122 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 123 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 124 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 125 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 126 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Nigeria

HEADLINES

PROSPECTS

Increasing awareness drives sun care sales

Direct selling and online promotions drive sun care growth

Economic growth and foreign direct investment expected to drive sales

COMPETITIVE LANDSCAPE

Oriflame Nigeria leads sun care

Mary Kay and Forever Living remain key players

Increasing competition from colour cosmetics brands

CATEGORY DATA

Table 127 Sales of Sun Care by Category: Value 2012-2017
Table 128 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 129 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 130 NBO Company Shares of Sun Care: % Value 2013-2017
Table 131 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 132 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 133 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 134 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 135 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Nigeria

New Report Guarantee

Executive Summary

New Report Guarantee

Beauty and personal care posts strong growth

Economic growth in 2017 boosts demand

Increasing competition

Poor economic conditions limit new product launches in 2017

Economic stability expected to drive growth over forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Beauty and Personal Care in Nigeria

EXECUTIVE SUMMARY

Beauty and personal care posts strong growth

Economic growth in 2017 boosts demand

Increasing competition

Poor economic conditions limit new product launches in 2017

Economic stability expected to drive growth over forecast period

MARKET DATA

DEFINITIONS

SOURCES

Baby and Child-Specific Products in Nigeria

HEADLINES

PROSPECTS

Rising baby population boosts growth

Competitive marketing activities boost demand

Nappy rash treatments to perform strongly

COMPETITIVE LANDSCAPE

Johnson & Johnson leads sales

Unilever ranks second

Multinationals dominate but growing competition from Asian brands

CATEGORY DATA

Bath and Shower in Nigeria

HEADLINES

PROSPECTS

Population growth drives growth

Strong competition stimulates sales

Consumer health awareness boosts sales

COMPETITIVE LANDSCAPE

PZ Cussons leads sales

Multinationals continue to dominate volume sales

Mass brands looking to differentiate offering

CATEGORY DATA

Colour Cosmetics in Nigeria

HEADLINES

PROSPECTS

Increasing female population boosts sales

Social media, make-up clinics and growing availability boost demand

Marketing activities and strong competition spurs growth

COMPETITIVE LANDSCAPE

Mary Kay leads colour cosmetic sales

Mass products dominate, but good prospects for premium brands

Multinational brands dominate due to widespread variety

CATEGORY DATA

Deodorants in Nigeria

HEADLINES

PROSPECTS

Growing urban population drives growth

Deodorant seen as attractive lower priced alternative to fragrances

Deodorant roll-on and sticks also growing strongly

COMPETITIVE LANDSCAPE

Unilever continues to lead sales

Mass brands dominate, but good prospects for premium brands

International brands continue to dominate, but local brands picking up

CATEGORY DATA

Depilatories in Nigeria

HEADLINES

PROSPECTS

Rising incomes among women workers drive growth

Women’s pre-shave performs best

Strong competition fuels growth

COMPETITIVE LANDSCAPE

Procter & Gamble leads sales

Nigerian Ball Point Industries continues to perform strongly