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