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Beauty and Personal Care in Nigeria

Beauty and Personal Care in Nigeria

  • Publish Date:June 2022

  • Number of Pages:114

  • Report ID:1011148

  • Format:PDF

  • Publisher:Euromonitor International

$ 2650

Summary

While Nigeria’s economy rebounded well in 2021, high inflation dampened volume sales. In particular, imported brands were more expensive as the Naira was further devalued. As a result, consumer spending was still well below pre pandemic times, as inflation cut consumer purchasing power. All the same, in general, as society opened up again, current value and volume sales were higher than in 2020.

Beauty and Personal Care in Nigeria report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage:
Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men’s Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage:
market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of contents

Beauty and Personal Care in Nigeria
Euromonitor International
June 2022

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN NIGERIA
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovery in current value growth in 2021
Greater fragmentation, with smaller brands gaining ground
Mass bath and shower a drag on value growth
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth over forecast period
E-commerce and social media to play important roles in attracting younger consumers
Skin care strong performer
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Weaker recovery for premium than mass in 2021
Highly fragmented competitive landscape but Estée Lauder retains overall leadership due to strength in premium fragrances
Premium fragrances continue to account for most value sales
PROSPECTS AND OPPORTUNITIES
Rising incomes and social media will fuel premiumisation
Skin care and colour cosmetics perform strongly
Growing competition from higher quality mass brands
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Healthy current value and volume growth in 2021.
Increased price sensitivity sees leading baby wipes brand Angel gain further value share
Baby wipes registers highest growth
PROSPECTS AND OPPORTUNITIES
Healthy constant value growth over forecast period
Significant growth potential in baby and child-specific products
Local preference for natural ingredients offers potential for further development
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hand sanitisers passed its peak
PZ Cussons retains overall leadership due to strength in bar soap
Bar soap continues to drive value growth
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth over forecast period
Bar soap remains key products in terms of value sales
Niche products perform strongly
CATEGORY DATA
Table 31 Sales of Bath and Shower by Category: Value 2016-2021
Table 32 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 34 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 35 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 36 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 37 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Muted recovery in 2021
Milani Cosmetic becomes top selling brand in 2021
Increasingly competitive landscape, with e-commerce continuing to gain value share
PROSPECTS AND OPPORTUNITIES
Society fully opening benefits colour cosmetics
Premium cosmetics also performs well, supported by increased local availability
Make-up clinics and e-commerce key driver of value sales
CATEGORY DATA
Table 40 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 42 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 44 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 45 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 46 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 47 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 48 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 49 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 50 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
DEODORANTS IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
High inflation stifles volume growth
International brands dominate deodorants landscape
Sprays continued to be most popular deodorant format
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth over forecast period
Manufacturers focus on various different benefits to stimulate growth
Digital marketing will help increase brand awareness amongst target audience
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2016-2021
Table 52 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 54 NBO Company Shares of Deodorants: % Value 2017-2021
Table 55 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 57 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
High inflation stifles volume growth
Gillette remains most popular brand but continues to come under pressure from close competitors
Inflation hampers growth of more niche products
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth over forecast period
Niche products also register growth
Culture continues to stifle growth
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2016-2021
Table 61 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 63 NBO Company Shares of Depilatories: % Value 2017-2021
Table 64 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 65 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Muted recovery in 2021
Oriflame continues to be the bestselling brand
Mass outperforms premium
PROSPECTS AND OPPORTUNITIES
Opening of society will boost sales
Mass continues to outperform premium
Shift in distribution landscape
CATEGORY DATA
Table 67 Sales of Fragrances by Category: Value 2016-2021
Table 68 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 69 NBO Company Shares of Fragrances: % Value 2017-2021
Table 70 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 73 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Muted recovery in 2021
Dark & Lovely remains most popular brand but is losing value share
Relaxants most popular hair product and drives growth for other products
PROSPECTS AND OPPORTUNITIES
Moderate constant value growth over forecast period
Relaxants gradually losing favour
Conditioners registers healthy value growth
CATEGORY DATA
Table 75 Sales of Hair Care by Category: Value 2016-2021
Table 76 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 77 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 78 NBO Company Shares of Hair Care: % Value 2017-2021
Table 79 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 80 LBN Brand Shares of Colourants: % Value 2018-2021
Table 81 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 82 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 83 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 84 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 85 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Muted recovery in 2021
Leader Gillette continues to lose ground to more competitively-priced brands
Men's fragrances and deodorants recover strongly
PROSPECTS AND OPPORTUNITIES
Rising incomes and increasing Western influence supports growth
Men's razors and blades continue to be most popular product
Further growth expected in the beard grooming segment
CATEGORY DATA
Table 86 Sales of Men's Grooming by Category: Value 2016-2021
Table 87 Sales of Men's Grooming by Category: % Value Growth 2016-2021
Table 88 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 89 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 90 NBO Company Shares of Men's Grooming: % Value 2017-2021
Table 91 LBN Brand Shares of Men's Grooming: % Value 2018-2021
Table 92 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 93 Forecast Sales of Men's Grooming by Category: Value 2021-2026
Table 94 Forecast Sales of Men's Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Oral care less impacted by pandemic
Oral care remains consolidated and dominated by multinationals
Toothpaste drives value sales
PROSPECTS AND OPPORTUNITIES
Toothpaste continues to account for most value sales
Mouthwashes/dental rinses best performers over forecast period
Barriers to entry remain strong
CATEGORY DATA
Table 95 Sales of Oral Care by Category: Value 2016-2021
Table 96 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 97 Sales of Toothbrushes by Category: Value 2016-2021
Table 98 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 99 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 100 NBO Company Shares of Oral Care: % Value 2017-2021
Table 101 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 102 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 103 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 104 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 105 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 106 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 107 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Healthy recovery in 2021
Beiersdorf retains overall leadership in 2020 but skin care becomes increasingly fragmented
Smaller, local brands gaining value share
PROSPECTS AND OPPORTUNITIES
Healthy constant value growth over forecast period
Move towards multi-benefit products over forecast period
Heightened competition over forecast period
CATEGORY DATA
Table 108 Sales of Skin Care by Category: Value 2016-2021
Table 109 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 110 NBO Company Shares of Skin Care: % Value 2017-2021
Table 111 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 112 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 113 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 114 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 115 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 116 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 117 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 118 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN NIGERIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Continued volume decline in 2021
Highly consolidated competitive landscape dominated by direct sellers
Awareness of importance sun protection slowly increasing
PROSPECTS AND OPPORTUNITIES
Return of tourists and expatriates set to boost demand
Continued growing awareness of importance of sun protection
Blurring of lines between skin care and sun care
CATEGORY DATA
Table 119 Sales of Sun Care by Category: Value 2016-2021
Table 120 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 121 NBO Company Shares of Sun Care: % Value 2017-2021
Table 122 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 123 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 124 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 125 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026

Methodology

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