Nigeria

The use of depilatories in Nigeria is still quite low. However, with rising incomes among women, who are increasingly involved in more formal employment in urban areas, as well as exposure to Western culture through social media, demand is expected ...

Mass beauty and personal care continues to register strong demand due to the improving economy and rising consumer purchasing power, although economic growth remains sluggish and unemployment is still high. A return to strong economic growth over the...

Colour cosmetics is expected to grow strongly over the forecast period, driven by an increasing urban and employed female population that is ever more Westernised and demanding higher-quality products. The rapid expansion of make-up clinics and other...

The COVID-19 pandemic is having a heavy impact on sales of beauty and personal care in 2020, not only due to the country’s lockdown but also rising economic uncertainty. While the country has proved relatively successful in comparison to many others ...

Sun care remains a niche category in Nigeria due to the low purchasing power of most consumers and the fact that these products are relatively expensive. Also, given the dark skin pigmentation of most Nigerian consumers, sun care products have ...

Fragrances is expected to grow strongly over the forecast period, having seen a slowdown in growth since 2016 due to the negative impact of very high price increases and a weak economy. Growth will be driven by an improving economy, increase in the ...

Following weak economic performance over the review period, the Nigerian economy is expected to recover over the forecast period, thus helping to drive demand for premium beauty and personal care, which has struggled in recent times. As incomes ...

Deodorants in Nigeria are yet to reach maturity and so have great scope to grow over the forecast period. While the weak economy over the review period limited performance, economic recovery over the coming years will contribute to significant growth...

For most women, hair maintenance is essential in order to maintain an attractive appearance. Therefore, the growing female population, particularly in major urban areas, and increase in the number of young women among generation Z are set to boost ...

Growing awareness of the importance of oral hygiene and the need to prevent tooth decay and bad breath through the use of oral care products continues to support sales growth. Manufacturers such as Unilever are also undertaking widespread promotional...

Bath and shower is expected to see healthy growth over the forecast period due to Nigeria’s growing population and ongoing urbanisation. Although the large majority of low-income consumers will stick to standard soap and economy brands, the ...

Men’s grooming is expected to grow strongly over the forecast period in tandem with the recovering economy following on from weak economic growth over the review period. Growing employment, especially in the formal sector, will spur interest in ...

Skin care is expected to grow strongly over the coming years as it recovers from limited growth recorded during the review period when the weak economy had a negative impact on sales. Key to growth will be the increasing population of women, ...

Demand for baby and child-specific products continues to grow in line with the strong rise of Nigeria’s young population. Indeed, the number of 0-11 year-olds is forecast to grow by 10% between 2019 and 2024 (representing 7 million children). ...

Cigars, cigarillos and smoking tobacco saw dynamic current value growth in 2019, due to constant tax increases on tobacco products. All the categories present also saw slow volume growth, although it should be noted that sales of these products are ...

Although cigarettes saw current value growth in 2019, this was purely due to taxation-led price rises, as a volume decline was seen in this year. Taxation is being applied in phases over three years, starting from 2018, and will see its final ...

COVID-19 is expected to have a negative impact on value sales of tobacco in 2020, with a slightly lower forecast growth rate in light of the pandemic. Volume growth rates are also expected to follow a similar pattern, with slower rates of increase ...

Smokeless tobacco and e-vapour products continued to see current value growth in 2019. Smokeless tobacco benefited from consumers seeking alternatives to smoked tobacco, especially as constant rises in taxation are making cigarettes unaffordable for ...

Nigeria’s economy will contract in 2020. Nigeria has been severely hit by the spread of COVID-19 and the associated sharp decline in oil prices. Government policy is responding to both these developments. Inflation—driven by higher food prices—has ...

In 2019, the increasing number of hotels and restaurants opening across the country, particularly in urban cities, drove growth for AFH toilet paper and napkins. Furthermore, local manufacturers such as Fina tissues, followed the trend of significant...