Depilatories in Nigeria

PROSPECTS

Positive growth expected in the forecast period

Over the forecast period, the strong growth anticipated in the Nigerian economy is set to mean more women in formal employment. This is in turn set to increase demand for depilatories for two reasons.

Women’s razors and blades set to remain the largest depilatories category

Women’s razors and blades has long been the largest category of depilatories and this is set to remain the case during the forecast period. This is due primarily to the category’s superior affordability.

Growth being driven by strong competition

Towards the end of the review period, companies such as Nigeria Ball Point Industries Plc and Procter & Gamble continued to market disposable razors in single packs in order to drive sales. 2018 saw Vine Morris Link Ltd enter this area of competition with the launch of its Dorco brand at lower prices.

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its lead in the category

Procter & Gamble Nigeria Ltd maintained its leading position in sales of depilatories in 2018. The company’s strong position is based on its leadership in sales of women’s razors and blades.

Second-placed Nigerian Ball Point Industries Plc records a drop

Nigerian Ball Point Industries Plc ranks second in depilatories and this is due to the widespread popularity of the Bic brand of disposable razors in Nigeria. However, 2018 also saw demand for Bic disposable razors decline somewhat, with the household name struggling to compete with rival brands despite its wide distribution network.

Vine Morris Link Ltd performs best

2018 saw Vine Morris Link Ltd, the company which markets the Dorco brand, register the best performance of any company present in depilatories. The company’s value share in the category has long been on the increase and this is largely due to its competitive prices and the improvements being seen in its distribution at national level.

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