Mass beauty and personal care is expected to grow well over the forecast period as the economy recovers from negative conditions seen since 2020, and consumer confidence returns. With economic growth, consumers will increasingly demand various categories of mass beauty and personal care, including those considered less essential, such as baby and child-specific products, deodorants, fragrances, and hair care.
Brand competition is set to increase as consumers have become less brand loyal within the mass landscape, seeking bargains and brands based on needs and affordability. Many brands are benefiting from social media channels such as Instagram, as well as word of mouth - introducing new consumers to products.
Mass fragrances is expected to record the strongest growth in mass beauty and personal care over the forecast period. Premium fragrances have traditionally led the landscape, but with the increase in the working population leading to many consumers desiring premium fragrances but not being able to afford them, mass fragrances have grown well, servicing the demands of lower-income consumers.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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