Mass beauty and personal care continued to dominate overall beauty and personal care value sales in Nigeria in 2021 as it did throughout the review period, accounting for more than 18 times the value sales of premium products. Competitive pricing remained the driving force of most purchase decisions within beauty and personal care.
Mass beauty and personal care remained a highly fragmented competitive landscape in 2021, dominated by multinationals through strong positions in mass bath and shower, mass hair care, and mass skin care and led by PZ Cussons. The player offers a wide variety of products across various beauty and personal care categories.
Overall growth in 2021 was weakened due to the weak performance of mass bath and shower. This sector had benefited significantly from COVID-19 factors in 2020, as consumers followed strict hygiene procedures.
Mass beauty and personal care product will register moderate constant value growth over the forecast period, with value growth being lower than for premium, largely because mass was not as negatively impacted as premium by the pandemic. However, mass will still be significantly larger than premium in terms of value sales, as the majority of the population have low incomes.
Competition is expected to increase as consumers have become less brand loyal within mass beauty and personal care and will continue to seek attractively-priced brands marketed to particular needs. This could boost further demand through e-commerce, not only due to the convenience of home delivery but also price promotions.
Mass skin care is expected to drive overall value growth over the forecast period, driven in particular by mass general purpose body care. Mass skin care performed strongly over the review period, as there was an increasing range of affordable, value-added skin care products with benefits such as toning and skin lightening properties.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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