Mass Beauty and Personal Care in Nigeria

PROSPECTS

Growing young, employed and urbanised population to boost growth

In 2017, mass beauty and personal care performed better than premium beauty and personal care. Due to economic stagnation, premium products were hardest hit by falling demand, as consumers shifted to cheaper brands.

Rising urban female population key to growth

Apart from the growth of the overall urban and young population, the key to mass beauty and personal care growth over the forecast period will be the rise of the urban female population in professional employment. Demand among women will drive mass beauty and personal care sales, from skincare to colour cosmetics and fragrances.

Mass deodorants expected to lead growth over forecast period

Mass deodorants performed quite well in Nigeria over the forecast period, driven by urbanisation and a growing young population which is more likely to be engaged in professional employment than previously. Younger people are more interested in such products as they are looking to boost their confidence and appear trendy.

COMPETITIVE LANDSCAPE

Multinationals lead sales

Leading companies in mass beauty and personal care are those that perform best in the largest areas, such as mass hair care, mass bath and shower, and mass skincare. Therefore, the leading players in 2017 were PZ Cussons and Unilever, both of which are strong in bath and shower, and L'Oréal, which is the number one player in hair care.

Local players step-up and become best performers

Leading multinationals lost brand share in 2017 due to the negative impact of high inflation, which resulted in a significant increase in unit prices. The best performing company was thus local representative, Evans Industries.

Imported brands dominate sales

Due to their comparative advantages in terms of production costs and distribution, multinational companies and brands continued to dominate mass beauty and personal care in value terms in 2017. Small domestic manufacturers are constrained by lower spending power, due to having to overcome disadvantages such as poor infrastructure, which raises production costs, and also the influx of imported cheaper brands.

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