Hair care was severely impacted by the 2020 COVID-19 restrictions, with volume sales falling by a fifth and current value sales also falling. In 2021, with society opening up and people going out again and wanting to present themselves well, trading improved, with a double-digit increase in current value sales.
L’Oréal Nigeria’s Dark & Lovely remained the leading hair care brand in 2021 due to high levels of consumer loyalty. This is, in turn, based on the brand’s strong reputation for high quality and its longstanding presence in Nigeria.
Four product areas saw the fastest growth within hair care in 2021 (in value terms): conditioners, perms and relaxants, shampoos, and salon professional hair care, for related reasons. The growth of the young female population is a driver of value sales of perms and relaxants, since the majority of Nigerian women tend to perm and/or relax their hair and this product area continued to account for most value sales.
Hair will be register moderate constant value growth, and will be supported by a growing population, and in particular a growing population of young women, who place huge importance on hair care. Also, Nigeria’s harsh climate supports volume sales for effective hair care products to mitigate the negative effects of heat and humidity.
Perms and relaxants will remain the largest product category within hair care. However, it will not register the highest growth.
Conditioners will be one of the top performers over the forecast period, in order to maintain healthy hair. This will be supported by the growing trend towards natural hair by many young women, which in turn will lead to demand for conditioners to maintain hair, especially higher value, better quality, products which use natural, local ingredients such as coconut oil and shea butter.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Hair Care
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.
See All of Our DefinitionsThis report originates from Passport, our Hair Care research and analysis database.
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