The modest growth seen in the Nigerian economy in 2018, coupled with the gradual shift towards natural hair, hair extensions and wigs among the female population influenced growth in hair care category, particularly in terms of suppressing sales of perms and relaxants. However, with faster economic growth expected over the forecast period, hair care is slated for strong positive growth and the category’s leading manufacturers are expected to turn to innovation in response to the changing needs of Nigerian women.
For most women, hair maintenance is essential in order to maintain an attractive appearance. Therefore, the growing female population, particularly in major urban areas, and growth in the numbers of young women among generation Z are set to boost sales growth and strengthen hair care over the forecast period.
Recent years have seen growing competition among hair care manufacturers, with all of the major players struggling to maintain their value shares. During the forecast period, companies are expected to explore a wider range of new products to meet the needs of the growing numbers of women seeking natural hair lifestyles.
L'Oréal Nigeria’s Dark & Lovely remains the leading hair care brand 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.
2018 saw Godrej Nigeria Ltd register the fastest growth among all of the competitors in hair care. The company’s strong performance was due to the wide range of high-quality products that offers, all of which promote strong and beautiful hair.
The leadership tussle between international and local brands continued into 2018, resulting in innovation being seen across the category. Local companies such as NN Fems Industries Ltd introduced new products such as its Elan natural product range, while the company also repackaged its Apple Hair Cream.
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This industry report originates from Passport, our Beauty and Personal Care market research database.