Fragrances in Nigeria

PROSPECTS

Urbanisation drives growth

Ongoing urbanisation is expected to boost fragrances sales over the forecast period as many consumers are becoming more sophisticated in terms of their personal image and are giving priority to public perception. This is particularly true for women, who are the largest users of fragrances in Nigeria.

Premium brands spur demand

Premium brands will continue to grow strongly over the forecast period, despite higher growth for mass fragrances, which are an attractive alternative for lower income urban consumers. Fragrances are considered to be prestige products and many consumers still prefer premium brand names, especially those that are well established and known.

Growing number of young adults and professional women boosts sales

Fragrances sales will be boosted by the rising number of young adults in paid employment and professional women. While demand is mostly limited to middle to older aged people, younger consumers, including university students, are also increasingly purchasing fragrances.

COMPETITIVE LANDSCAPE

Estée Lauder leads sales

The leading company in fragrances in Nigeria in 2017 was Estée Lauder due to the popularity of brands like Estée Lauder, Tommy Hilfiger and DKNY, which are well-known and have a prestige image. These premium brands are widely distributed and have a long-standing presence in the country.

Puig continues to perform well

Puig ranked fourth within the highly competitive fragrances area in 2017. The company’s Paco Rabanne and Carolina Herrera brands are well-known, with Puig ranking first in premium men’s fragrances and fifth in premium women’s fragrances in 2017.

Afnan Supremacy and Oriflame perform well

Within premium fragrances, Afnan Supremacy performed strongly between 2015 and 2017, with the recession resulting in consumers moving towards lower priced premium options. Such products have also been successful due to their utilisation of the Middle Eastern “oud” fragrance, which is increasingly popular among consumers for its strong, long lasting, scent.

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