Skin Care in Nigeria

PROSPECTS

Mass skin care drives sales

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, with huge numbers of consumers still struggling with low levels of disposable income in the wake of the economic recession that struck in 2016.

Growing numbers of women in urban areas expected to drive growth

The strong desire among women to look good and to have an attractive and healthy complexion contributed to strong sales growth in skin care over the review period. Anticipated strong growth in urbanisation and rising numbers of women among the workforce are also expected to drive demand for skin care.

Innovation helping to spur demand for higher-priced skin care items

While volume growth is expected to remain strong in skincare over the forecast period for the reasons outlined above, value growth is also expected to be boosted by the growing demand for higher-priced skin care products. More specifically, the types of skin care products that are becoming more in-demand include those which are made using high-quality ingredients and which offer long-lasting benefits.

COMPETITIVE LANDSCAPE

Beiersdorf AG leads skin care

Beiersdorf continues to lead skin care and 2018 saw the popularity of its Nivea brand growing. Nivea has long been a household name and among its best-known variants is Nivea Fairness Lotion, which is particularly popular among women, given its value-added advantage and competitive price positioning.

Multinational brands dominate but face growing competition

Multinational companies offering international brands maintained their dominance over local brands in skin care in 2018. Even though domestic brands such as Venus, manufactured by PZ Cussons Nigeria Plc, have good positions in the category and reasonably high value shares, they face tough competition from international brands.

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