Mass Beauty and Personal Care in Nigeria

2020 IMPACT

Search for more affordable essential products benefits mass segment in 2020

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.

Mass bath and shower benefits most from preventative health trend

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.

Greater fragmentation with smaller brands gaining ground, while Reckitt Benckiser benefits from antibacterial positioning of its bath and shower brands

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.

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