Beauty and Personal Care

Rising costs of living pose challenges globally, but companies can find opportunities in several categories, essential and discretionary, especially in underpenetrated fast-growing markets. By considering category adjacencies and focusing on value,…

Sun care is a niche landscape that performs poorly when economic conditions are weak. With a poor economy during 2022, particularly with high inflation limiting consumer spending power, there was a decline in demand. Furthermore, since expatriates…

Despite poor economic conditions and high inflation, skin care recorded positive retail volume growth in 2022.

High inflation and rising price points saw premium beauty and personal care performing well in value terms, growing faster than mass beauty and personal care. This is due to higher-income consumers being less impacted by economic conditions, with…

In current retail value terms, oral care grew well in 2022, partly attributed to the fast-growing population, resulting in new consumer groups' entry. Despite poor economic conditions, the essential nature of the category drove continued growth, even…

Men's grooming saw good value growth in 2022; however, this was the result of the strong increases in unit prices. As such, although current retail value sales saw double-digit growth, most product areas saw a decline in retail volume terms. Poor…

In current retail value terms, mass beauty and personal care performed well in 2022, much of which was driven by a strong rise in unit prices due to overall inflationary economic conditions. While this challenged retail volume growth for some…

Despite being a large category, hair care posted one of the weakest current retail value performances in beauty and personal care in 2022. One key challenge for the landscape has been the wide availability of cheaper counterfeit brands, which have…

Fragrances in Nigeria performed relatively well in 2022, despite poor economic conditions, with inflation reducing consumer spending power while rising unit prices. With the category having seen a weak performance over the review period, particularly…

In 2022, poor economic conditions weakened retail volume growth for products within depilatories. As such, depressed consumer spending power in 2022, due to an inflationary economy and depreciated local currency, saw growth slow compared to the more…

The performance of deodorants in 2022 was impacted by poor economic conditions and rising price points due to the depreciation of the local currency. As such, retail volume growth suffered during the year. However, current retail value growth was…

Despite poor economic conditions, colour cosmetics recorded a positive performance in 2022. However, most products saw slower retail volume sales due to weaker consumer spending power caused by high inflation, while the high increases in unit prices,…

Beauty and personal care recorded a positive current retail value performance in 2022; however, much of this was due to rising inflation. High inflation, primarily driven by the depreciation of the local currency against the US dollar, led to higher…

Bath and shower saw solid retail volume and retail value growth in 2022, despite rising levels of inflation and poor economic conditions. While inflationary conditions due to the depreciation of the local currency led to a strong rise in unit prices,…

Baby and child-specific products recorded solid current retail value growth in 2022; however, this was heavily due to the strong increase in unit prices for all categories, rather than an indication of a positive performance. High inflation in the…

The COVID-19 pandemic has disrupted the consumer goods market in Sub-Saharan Africa, with recovery expected to take place over time. Consumers expenditure has been negatively affected, as value seeking consumers shift to essential products. The…