Premium beauty and personal care products were negatively impacted by 2020 pandemic restrictions, with current value sales falling. Two factors contributed to the muted performance.
Premium beauty and personal care remained highly fragmented in 2021 with smaller players under “others” holding the largest combined value share. Estée Lauder retained its leadership of premium beauty and personal care in Nigeria.
Premium fragrances continued to account for most value sales within premium beauty and personal care products. For a small higher-income segment of society, premium fragrances are considered an essential part of a beauty regime, particularly for women.
Premium beauty and personal care will register very healthy constant value growth over the forecast period and will outperform mass. As disposable incomes increase, particularly among women, this will benefit premium beauty and personal care.
Value growth within premium beauty and personal care is expected to be driven by a few products, with many products remaining niche, such as premium bath and shower and premium baby and child-specific products. All the same, while premium fragrances will account for most value sales and will register the highest value growth, there will also be significant growth in premium skin care and premium colour cosmetics.
Consumers continue to believe that premium products offer higher quality than mass alternatives. However, many mass producers are now offering products with increasing quality, while maintaining cheaper prices.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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