Most categories of men’s grooming are fairly niche and deemed to be non-essential, with many Nigerian men placing less importance on grooming products compared to women. Therefore, with an unstable economy as a result of the pandemic, and weak consumer sentiment as a result of decreasing disposable incomes, the category performed quite poorly as consumers focused on essentials, resulting in double-digit volume declines for men’s toiletries (particularly men’s bath and shower as consumers traded down to more affordable products such as bar soap) and men’s fragrances.
The dominant value category of men’s shaving, driven by the mature men’s razors and blades, also recorded volume declines during the year, although the latter experienced the lowest overall drop with some men continuing to maintain basic grooming routines, while others are likely to have taken a more relaxed attitude to shaving whilst confined to their homes such as shaving less frequently or growing beards. Nevertheless, men’s razors and blades had already experienced much slower growth in 2019 due to the growing usage of electric hair clippers for depilation and shaving.
Men’s grooming remained fairly consolidated amongst the leading players, with Procter & Gamble losing value share to its closest competitors Nigerian Ball Point Pen Industries (which locally distributes Bic for Société Bic SA) and Vine Morris Links Ltd. The latter recorded a particularly impressive performance with double-digit current value growth through the Dorco brand due to its wide distribution and competitive pricing which has made it increasingly attractive to low- to mid-income consumers.
With low volume declines for the largest category of men’s razors and blades in 2020, men’s grooming is predicted to recover strongly with volume sales set to return to pre-pandemic levels by 2022. While lingering price sensitivity in 2021 will see more subdued demand, the return to the workplace and socialising once restrictions are relaxed later in the year will help to support its full recovery, with all areas of men’s grooming set to experience stronger volume growth rates compared to the review period.
Further potential for the growth and development of men’s grooming in Nigeria will be boosted by young, fashionable males who are extremely influenced by social media, Western trends and celebrities and their lifestyles. The expansion of this demographic within the formal and professional workplace will increase their disposable incomes and encourage them to take greater pride in their overall appearance and personal grooming, resulting in an increasing interest in specific or non-essential products.
Further access to the internet via smartphones and social media platforms by the younger tech-savvy population will enable brands to boost their exposure to a potentially important target audience. This strategy will be strongly aligned with the rise of e-commerce, which despite holding overall low value share in 2020, gained ground and recorded impressive growth as consumers increasingly appreciated the convenience of home delivery and competitive prices offered by the channel.
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Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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.
This report originates from Passport, our Men's Grooming research and analysis database.
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