Sun Care in Nigeria

PROSPECTS

Rising income levels set to be key to positive growth in sun care

Sun care remains a niche category in Nigeria and this is due to the low purchasing power of most consumers and the fact that these products are relatively expensive. Due to the dark skin pigmentation of most Nigerian consumers, sun care products have traditionally been seen as unnecessary by most people due to low likelihood that they will experience severe sun burn.

Increasing consumer awareness of the dangers of overexposure to the sun to continue driving sales

The popularity of lighter skin tones, particularly among female consumers, is likely to drive demand for sun care over the forecast period as consumers seek to prevent darkening of the skin due to exposure the sun. An increasingly wide range of sun care products are therefore becoming available, often sold in combination with skin care products that tout sun protection properties.

Growth set to continue being driven by direct selling

Recent years have seen direct sellers going to tremendous efforts to improve awareness of the importance of suing sun care products, meeting the needs of consumers who are prone to sun burn. One-on-one network marketing creates opportunities for consumers to understand the need for sun protection products, including some that they were previously unaware of.

COMPETITIVE LANDSCAPE

Oriflame Nigeria leads sun care

In 2018, Oriflame Nigeria maintained its leading position in sun care and this can be attributed to the success of the company’s direct selling strategy. Since its entry into Nigeria, Oriflame has been able to achieve high levels of penetration among consumers, particularly adult females in formal employment.

Mary Kay Inc ranks second

Mary Kay Inc was able to maintain its second position in sun care in 2018. This was mainly due to its leading presence and strong brand name in colour cosmetics category, which it has taken full advantage of to establish a strong position in sun care as well.

Increasing competition set to come from other categories

The relatively slow growth seen in sun care in 2018 can be attributed in no small part to the presence of products with SPF in other beauty and personal care categories such as skin care and colour cosmetics. This can be expected to become even more of an issue during the forecast period as a wider range of beauty and personal care products are likely to have some sun protection elements added as part of a wider raft of additional benefits for the skin.

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