Skin Care in Nigeria

PRE-COVID-19 PERFORMANCE

Rising demand among modern urban dwelling women

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, especially as more join the formal workforce and their incomes grow.

Widespread availability and affordability drives mass skin care sales

Mass brands remain the leading names in skin care, with the main mass players continuing to drive demand. The main reason for the dominance of mass skin care brands 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.

Strong consumer trust in reputation of leading global players

Beiersdorf continues to lead skin care thanks to the growing popularity of its Nivea brand. 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 value-added advantage and competitive price positioning.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to increase by 7% in 2020 in 2019 constant value terms. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

By the end of 2020, the majority of product areas within skin care are expected to see lower than expected volume and value growth. However, demand for facial cleansing wipes has actually been boosted by the events of 2020, with consumers purchasing these products in order to sanitise their faces in the hope of preventing the spread of the virus, particularly while away-from-home.

Recovery and opportunities

As consumers begin to spend more time away-from-home once more as the lockdown eases, sales growth for skin care will begin to normalise. However, strong price-sensitivity will persist over the forecast period, with discounting likely to be widely used to drive sales growth for leading brands and affordable domestic brands likely to attract a growing number of people, particularly if they are able to offer effective natural ingredients.

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