Nigeria

Volume growth in cigarettes is being constrained by rising prices, which were driven up by the implementation of a specific excise tax in 2018, and increasing consumer health-awareness, though the impact of these factors is partly being countered by ...

Cigars and cigarillos is expected to see improving macro-economic conditions boost demand as consumers’ disposable income increases. The category will also be bolstered by an increase in the number of expats who are used to smoking such products ...

The Nigerian tobacco market is on the cusp of significant transition, as the government imposes increasingly restrictive legislation and taxation. Having introduced the National Tobacco Control Act in the middle of the review period, the government ...

E-vapour products only established a presence in Nigeria in the first year of the review period and the category has yet to make a significant impact in the market. The category’s expansion has been constrained by its relatively high prices, limited ...

Positive natural change encouraged by extremely, high yet declining, birth rates will propel Nigeria’s high rate of population growth up to 2030. While ageing will accelerate in Nigeria, it will remain one of the youngest countries globally in 2030 ...

The Nigerian baby and child population has been on the increase for many years and there were over sixty million children aged up to nine years old in the country in 2018. This growing baby population continued to stimulate volume sales of baby and ...

Nigeria’s urban population is on the increase due to the widespread migration of rural dwellers to urban centres. Most migrants are in search of better work opportunities and this contributed immensely to sales growth in bath and shower over the ...

The high rate at which young women are adopting the habit of regularly wearing makeup has led to strong growth in colour cosmetics for many years. This in turn has resulted in numerous professional makeup studios springing up across the country. The ...

The rapid growth being seen among Nigeria’s young urban population is set to continue driving demand for deodorants, particularly among young people involved in formal employment. There is a strong desire among the young population to smell good and ...

Over the forecast period, the strong growth anticipated in the Nigerian economy is set to mean more women in formal employment. This is in turn set to increase demand for depilatories for two reasons. The first is that there will be a wider base of ...

Appearing confident and smelling nice due to the use of a pleasant fragrance is becoming increasingly trendy among Nigeria’s young adult population and this is driving sales of fragrances. This rising demand is being seen despite the slow growth seen...

The modest growth seen in the Nigerian economy in 2018, coupled with the gradual shift towards natural hair, hair extensions and wigs among the female population influenced growth in hair care category, particularly in terms of suppressing sales of ...

2018 saw mass beauty and personal care register strong demand due to the improving economy, which had a positive effect on consumer purchasing power, although economic growth remains sluggish and unemployment is still high. A return to strong ...

Celebrities are among the most prominent users of men’s grooming products in Nigeria and the rise of celebrity culture has contributed immensely to sales growth in the category in recent years. Many celebrities are seen as role models by younger ...

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 supported sales growth in the category during 2018. Manufacturers such as Unilever are also undertaking ...

Growth in beauty and personal care over the review period was driven primarily by rising urbanisation, the young population and the higher numbers of women in the formal workforce. With urbanisation comes the greater need for convenient products that...

Due to the slow economic growth in recent years, premium beauty and personal care category saw limited sales growth in 2018. However, the strong economic growth expected over the forecast period is set to stimulate improved volume sales in the ...

Mass brands remain the leading names in skin care and the leading mass players continue to drive demand. The main reason for the supremacy of mass skin care brands in 2018 is the modest growth that was seen in the national economy during the year, ...

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

The economic recession and weak economy since 2016 coupled with shrinking disposable incomes had a negative effect on cafés/bars during the review period, weakening growth. Bars/pubs, which is by far the largest and most mature subcategory within ...