Sun Care in Nigeria

PRE-COVID-19 PERFORMANCE

Demand boosted by rising consumer disposable incomes

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

Awareness of dangers of sun overexposure continue to rise

Although sun care sales in Nigeria remain very limited, there is still scope for growth over the forecast period as the economy improves. Products in this area are mainly used by expatriates and holidaymakers, while the improving economy should help increase the number of such visitors.

International brands benefit from reputation for quality and wider product ranges

Oriflame Nigeria continues to lead sales within sun care, mainly due to the success of its 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.

2020 AND BEYOND

COVID-19 impact

Sales of sun care are now expected to decline by 1% in 2020 in 2019 constant value terms. This compares to negative growth of 2% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within sun care

The government decided to close most entertainment locations such as shopping malls and spas due to the introduction of social distancing in April 2020. Supermarkets, hypermarkets, convenience stores and pharmacies were still allowed to open.

Recovery and opportunities

Sun care is expected to return to normal growth from 2021 as consumers begin to spend more time away from home. Consumers are generally aware of the need for sun care and healthy skin and will continue to shift towards products that not only offer efficacy but also skin care benefits.

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