Skin care was negatively impacted by the 2020 COVID-19 restrictions, with volume sales falling, though it did not register as severe a decline as several other beauty and personal care products. In 2021, with society opening up and people going out again and wanting to present themselves well, there was a double-digit increase in current value sales.
Beiersdorf continued to lead skin care due to the growing popularity of its Nivea brand and Nivea Crème extension. Nivea has long been a household name, with one of its best-known variants being Nivea Fairness Lotion, which is particularly popular among women given its specific properties and competitive price positioning.
As mentioned above, smaller local brands are gaining value share in the more premium segment and highlighting the use of local, organic ingredients. Examples are Oriki, Maya Organics, Lashiglow, and Arami Essentials in addition, there is also a growing range of lightening skin care products from smaller players.
Skin care will register healthy constant value growth over the forecast period. Population growth will support volume sales, especially for key products such as body care and hand care.
The key trend in skin care is likely to be the growing penetration of multi-benefit products. Many brands have already experimented with multi-benefit combinations, but this is becoming more ubiquitous, and consumers now expect this as standard in many products.
Skin care should become even more competitive over the forecast period, as more international brands seek to tap into its potential, while local brands also continue to develop their presence and use online channels to promote and sell their products. Also, over the review period, imported mass Asian brands with a focus on skin lightening such as Caro White and Fair & White gained significant value share and this is expected to continue over the forecast period.
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Understand the latest market trends and future growth opportunities for the Skin Care 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 Skin Care 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 is the aggregation of facial care, body care, hand care and skin care sets/kits.See All of Our Definitions
This report originates from Passport, our Skin Care research and analysis database.
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