Executive Summary

Jun 2019
PROSPECTS
Growing young population boost sales growth

The rapid growth being seen among Nigeria’s young urban population is set to continue driving demand for deodorants, particularly among young people involved in formal employment. There is a strong desire among the young population to smell good and to maintain an appealing aroma at all times.

Economic recovery to boost growth

With Nigeria’s economy predicted to perform well over the forecast period as the country emerges from recession and leaves behind the slow economic growth that was in evidence between 2016 and 2018, deodorants is expected to record stronger growth. As the affordability of these products increases and crucially as higher numbers of young population are expected to find formal professional employment, demand will inevitably expand.

Deodorant sprays drives growth

Deodorant sprays is set to continue leading overall growth in deodorants as some consumers still use these products as an alternative to fragrances. This is particularly common among those from lower income groups, many of whom would not be able to afford fragrances.

COMPETITIVE LANDSCAPE
Beiersdorf AG leads this category

2018 saw Beiersdorf AG hold the leading position in deodorants and this is mainly due to its strong distribution network and the wide recognition of its Nivea brand. The company has recently intensified its marketing strategy to focus on targeting the wider usage of modern retailing channels and neighbourhood stores located within residential areas.

Unilever drops down the rankings

Unilever dropped from first to second position in the rankings in deodorants in 2018 and this was mainly due to the slow pace of its marketing initiatives as most of its products are imported and distributed by third parties. However, the company continues to benefit from its long-standing presence in Nigeria, with many consumers prepared to place their trust the quality of its brands.

International brands continue to dominate

2018 saw international brands continuing to dominate sales of deodorants, with multinational companies very prominent among the list of leading players in the category. However, there exist some notable local brands in the category.

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Deodorants in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants 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 Deodorants industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants 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 Deodorants in Nigeria?
  • What are the major brands in Nigeria?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

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.

Deodorants in Nigeria - Category analysis

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 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in Nigeria - Industry Overview

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 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources