Depilatories in Nigeria

PRE-COVID-19 PERFORMANCE

Low maturity and rising awareness fuelling strong growth prospects

The use of depilatories in Nigeria is still quite low. However, with rising incomes among women, who are increasingly involved in more formal employment in urban areas, as well as exposure to Western culture through social media, demand is expected to grow strongly over the forecast period.

Razors and blades remains popular among large low income population

Women’s razors and blades, which are commonly found in retail outlets and are reasonably priced, will continue to be the key driver of depilatories growth over the forecast period. These constitute the major entry point into the category for new users and are considered the most essential and easiest products to use.

Extensive marketing and distribution key to success of multinationals

Procter & Gamble Nigeria continues to lead sales in depilatories 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.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to rise by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is in line with forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Economic uncertainty in the wake of the COVID-19 pandemic has encouraged many to cut back on spending where possible, with all product areas in depilatories likely to see retail volume declines in 2020 as a result. The most resilient product area is expected to be women’s razors and blades, which are typically viewed as offering the best value in depilatories.

Recovery and opportunities

Demand for depilatories is expected to remain muted in 2020, even as the COVID-19 lockdown is eased, due to consumers’ economic concerns. Consumers will continue to prioritise essential purchases at the start of the forecast period and many women will opt for economy men’s razors and blades as a lower-priced alternative, while those still buying women’s razors and blades will likely replace these products less frequently.

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