Skin Care in Nigeria

2020 IMPACT

Few positives amongst declining demand for skin care in 2020 due to rising price sensitivity

Skin care experienced declining demand across much of the category with facial care and lip care in particular recording double-digit volume declines in 2020, as the financial impact of the pandemic in Nigeria and subsequent lockdown negatively affected consumers’ disposable incomes. While many consumers began to spend more on skin care prior to the pandemic, buying a widening range and trading up in search of greater quality and value-added benefits, economic uncertainty resulted in many shifting back to basics.

Premium skin care most negatively impacted

Premium skin care remained a fairly niche area in 2020 and lost further value share to the dominant mass segment, as a result of decreasing disposable incomes as consumers focused on essential skin care, particularly general purpose body care and skin lightening. Products such as firming/anti-cellulite body care and face masks often perform better when there is stronger growth amongst the mid- to high-income population as these consumers tend to place a greater emphasis on more specific products with perceived higher value.

Beiersdorf retains overall leadership in 2020 but skin care becomes increasingly fragmented

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.

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