Executive Summary

Jun 2019
PROSPECTS
Growing employment among low income earners expected to drive growth

2018 saw mass beauty and personal care register strong demand due to the improving economy, which had a positive effect on consumer purchasing power, although economic growth remains sluggish and unemployment is still high. A return to strong economic growth over the forecast period alongside rising employment is expected to boost sales of mass beauty and personal care as there will be a growing population of low income earners who cannot yet afford premium brands and who therefore prefer affordable mass beauty and personal care products.

Affordable, high-quality mass beauty and personal care products enhances sales

Despite the interest in affordability among consumers, high quality has always also been an important concern for most Nigerian consumers. This has led to leading players such as Unilever Nigeria concentrate on high-quality mass brands in order to sustain leadership and compete favourably with premium brands.

Price promotions key to growth

As the majority of Nigerian consumers constantly seek promotional sales that enable them to obtain more for less, manufacturers of mass beauty and personal care products have been employing this strategy to increase sales, particularly domestic hair care and skin care manufacturers and international brands that are produced locally, including NN Fems Industries and Unilever Nigeria. Price promotions and other price competitive activities are expected as a way of players coping with strong competition over the forecast period and this will inevitably help the category to maintain stable unit price growth (in constant 2018 terms).

COMPETITIVE LANDSCAPE
PZ Cussons leads this category

2018 saw PZ Cussons Nigeria Plc maintain its leading position in mass beauty and personal care due to the wide variety of products it offers across various beauty and personal care categories. However, it lost some value share due to the strong competition it faces and price discounting from other domestic products.

Multinationals continue to lead sales in mass beauty and personal care

The three leading mass beauty and personal care players are all multinational companies, namely PZ Cussons, Unilever and L'Oréal. These top three players are all well-known household names associated with high quality and affordability and which have a fairly strong presence in the key categories of baby care, bath and shower, and hair care.

Growing competition from local emerging brands

Strong growth is being seen in small local brands providing natural products for consumers, particularly in skin care, where Oriki in particular is finding success with its moisturisers. In addition, the strong usage of social media to distribute products and create higher awareness saw major players losing share in 2018, particularly the top three multinationals.

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Mass Beauty and Personal Care in Nigeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mass Beauty and Personal 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 Mass Beauty and Personal Care industry in Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mass Beauty and Personal 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 Mass Beauty and Personal Care in Nigeria?
  • What are the major brands in Nigeria?
  • What pricing movements are seen across mass beauty brands?
  • What are the key product development trends?
  • How are sales of mass beauty and personal care 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.

Mass Beauty and Personal Care in Nigeria - Category analysis

HEADLINES

PROSPECTS

Growing employment among low income earners expected to drive growth
Affordable, high-quality mass beauty and personal care products enhances sales
Price promotions key to growth

COMPETITIVE LANDSCAPE

PZ Cussons leads this category
Multinationals continue to lead sales in mass beauty and personal care
Growing competition from local emerging brands

CATEGORY DATA

Table 1 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 4 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 5 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 6 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 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 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 15 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources