With consumers’ disposable incomes significantly impacted by the weak economy in 2020 as a result of the pandemic and subsequent lockdown, in addition to restrictions on movement and social gatherings, many Nigerians prioritised their expenditure on not only the most essential purchases, but also the most affordable. This scenario resulted in mass beauty and personal care performing significantly better than the premium segment as consumers sought cheaper brands, especially for essential categories such as skin care.
With the majority of bath and shower being comprised of mass products, growing demand for bar soap and liquid soap spurred the overall positive performance by mass beauty and personal care in 2020. Heightened hygiene awareness as a result of the pandemic encouraged Nigerians to observe more stringent handwashing and personal hygiene routines in an attempt to control the spread of the virus, resulting in greater demand for antibacterial variants of both bar and liquid soap, in addition to greater demand for hand sanitisers, leading to triple-digit volume growth for the latter.
Mass beauty and personal care remained a highly fragmented competitive landscape in 2020, dominated by multinationals through strong positions in mass bath and shower, mass hair care, and mass skin care and led by PZ Cussons Nigeria Plc. The player offers a wide variety of products across various beauty and personal care categories, but the more dynamic bath and shower saw the most interesting movement in terms of share as consumers prioritised their expenditure and searched for products with antibacterial properties.
Mass beauty and personal care is expected to perform well over the forecast period due to lingering price sensitivity in 2021, before more robust growth emerges from 2022 onwards as the local economy improves and consumer confidence returns. The Nigerian economy is reliant on global economic recovery given its dependence on crude oil sales to industrialised economies and so its revival will be in line with how major markets recover from the economic fallout of the pandemic.
Home seclusion is not expected to be a major factor limiting the performance of mass beauty and personal care over the forecast period as the infrastructure to support continual remote working remains weak in Nigeria. Therefore, demand should return to pre-pandemic levels for key categories such as colour cosmetics and fragrances, which are highly dependent on social activities to fuel demand, including a return to the workplace.
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 which gained share in 2020, not only due to the convenience of home delivery but also price promotions.
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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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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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