Traditionally, depilatories is a niche category within Nigerian beauty and personal care, yet it had been experiencing growing demand pre-pandemic in line with greater participation of women in the workforce. However, many Nigerian women do not perceive body hair removal to be essential, at least not frequent depilation, due to low body hair growth.
Depilatories tend to be purchased more often by professional women residing in urban areas. With a 2-month lockdown resulting in remote working and growing unemployment, demand fell across the category, although as restrictions were eased towards the latter part of the year, this marginally improved.
Depilatories in Nigeria remained a fairly consolidated competitive landscape led overall by Procter & Gamble Nigeria, given its strong position within women’s razors and blades. The company also benefits from offering a range of quality products with greater sophistication which are specially designed for the needs of female consumers.
2021 growth for depilatories is expected to be moderate as consumer confidence is likely to remain fragile, in addition to further restrictions in place, limiting socialising opportunities. However, volume growth is expected to be more robust from 2022 onwards, with sales set to return to pre-pandemic sales levels the same year.
Stronger demand for depilatories predicted over the forecast period compared to the review period will be further driven by continued growth of the female employed population, particularly of women in urban areas working in formal/professional jobs. With growing incomes in line with economic recovery, an increasing number of women will strive for more convenient methods of depilatories such as hair removers/bleaches, with the latter expected to see growing visibility through modern retailers.
Greater exposure to Western culture in addition to digital marketing on social media platforms such as Instagram will also be key to driving greater awareness of depilatories, particularly as it will introduce women to more sophisticated hair removers/bleaches as well as a variety of specific pre-shave products. E-commerce will also play a role in creating greater exposure to a wider range of products but at competitive prices; the channel gained notable value share in 2020 by offering convenient home delivery but online exclusive deals and promotions are likely to further attract tech-savvy younger consumers.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Depilatories research and analysis database.
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