Executive Summary

Jun 2019
PROSPECTS
Economic improvement key to sales growth in hair care

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.

Growth driven by rising female population

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.

High levels of competition and innovation set to focus on hair suitability

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.

COMPETITIVE LANDSCAPE
L'Oréal Nigeria leads hair care

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.

Godrej Nigeria Ltd performs best

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.

International versus local brands

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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Hair Care in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Nigeria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hair Care industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Nigeria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hair Care in Nigeria?
  • What are the major brands in Nigeria?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Hair Care in Nigeria - Category analysis

HEADLINES

PROSPECTS

Economic improvement key to sales growth in hair care
Growth driven by rising female population
High levels of competition and innovation set to focus on hair suitability

COMPETITIVE LANDSCAPE

L'Oréal Nigeria leads hair care
Godrej Nigeria Ltd performs best
International versus local brands

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 6 LBN Brand Shares of Colourants: % Value 2015-2018
Table 7 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 8 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 9 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 10 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Nigeria - Industry Overview

EXECUTIVE SUMMARY

Rising young adult population, urbanisation drive beauty and personal care growth
Beauty and personal care performs well in 2018 despite modest economic growth
Mass brands drive demand due to low purchasing power
Challenging economic situation suppresses new product development
Forecast period growth to be driven mainly by rising disposable incomes

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 20 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources