Sun Care in Nigeria

2020 IMPACT

Sun care experiences strongest decline in demand due to home seclusion trend and prioritising of expenditure

Sun care is a niche category within Nigerian beauty and personal care that performs poorly when economic conditions are weak. With an unstable economy during 2020 due to the impact of the pandemic on consumers’ disposable incomes and the fact that Nigerians were confined to their homes during the lockdown, demand was significantly impacted, with sun care therefore recording the highest double-digit volume declines of the market.

Reduced target audience in 2020

Expatriates working in Nigeria and tourists tend to generally be the key consumers of sun care. With disruptions to travel, a reduction in the expatriate population and tourism also contributed to a strong decline for the category in demand in 2020.

Highly consolidated competitive landscape dominated by direct sellers

Sun care remained a highly consolidated competitive landscape in 2020, dominated by direct selling companies Oriflame Nigeria, Mary Kay Inc and Forever Living Products Nigeria Ltd, with the latter two gaining marginal value share from smaller players under “others”. Despite limited face-to-face consultations during the lockdown and various restrictions over the course of the year, direct selling remains the major distribution channel for sun care in Nigeria in terms of attracting a local audience due to low awareness of the benefits of sun care through store-based retailing.

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