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Report
Beauty and Personal Care in Nigeria
Market Direction I 2023-05-05 I 118 Pages I Euromonitor
Beauty and personal care recorded a positive current retail value performance in 2022; however, much of this was due to rising inflation. High inflation, primarily driven by the depreciation of the local currency against the US dollar, led to higher production and import costs. This saw manufacturers and importers raising unit prices, challenging consumer budgets. As such, the inflationary conditions significantly weakened consumer spending power, leading many to reduce or stop spending on non-e...
Euromonitor International's 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 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.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in Nigeria
Euromonitor International
May 2023
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN NIGERIA
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Mass beauty and personal care records solid growth despite poor economic conditions
Skin care and bath and shower drive mass beauty and personal care growth
Counterfeit and contraband products limits the performance in 2022
PROSPECTS AND OPPORTUNITIES
Economic recovery drives positive growth over the forecast period
Growing competition on the competitive landscape as consumer loyalty dwindles
Fragrances, skin care, and colour cosmetics will drive overall growth
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Positive growth despite the challenging economic conditions of 2022
Premium fragrances drive growth due to a strong consumer base
The growing importance of premium skin care and colour cosmetics leads to a solid performance
PROSPECTS AND OPPORTUNITIES
Economic recovery drives growth in niche areas of premium beauty and personal care
Women become key consumers of premium beauty and personal care
Beauty specialist retailers drive growth through availability and visibility
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Poor economic conditions limit the performance in 2022
Bar soap drives a strong performance for baby and child-specific toiletries
Domestic player Kids & More performs well in 2022
PROSPECTS AND OPPORTUNITIES
The growing population drives sales, providing opportunities for growth
Economic recovery and growing urbanisation to boost growth
Growing incomes will boost demand for higher-priced products
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Solid growth for bath and shower despite poor economic conditions
Reduction in COVID-19 conditions slows sales of hand sanitisers and liquid soap
PZ Cussons retains overall leadership due to strength in bar soap
PROSPECTS AND OPPORTUNITIES
Growing population and rising urbanisation will drive demand for value-added goods
Body wash/shower gel grows as major players launch products
Strong competition to boost sales of both bar soap and body powder
CATEGORY DATA
Table 31 Sales of Bath and Shower by Category: Value 2017-2022
Table 32 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 34 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 35 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 36 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 37 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Boost for key colour cosmetics due to demand from the growing female population
The return of social activities drives retail volume sales of colour cosmetics
An increase in competitive activity boosts demand on the landscape
PROSPECTS AND OPPORTUNITIES
The growing urban female population drives demand across the coming years
Facial make-up records a positive performance while nail products decline
Make-up clinics and e-commerce are key driver of retail value sales
CATEGORY DATA
Table 40 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 42 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 44 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 45 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 46 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 47 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 48 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 49 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 50 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
The essential nature of deodorants benefits results in 2022
Deodorant sprays and deodorant roll-ons record a similar performance
International brands lead due to strong distribution networks and wide recognition
PROSPECTS AND OPPORTUNITIES
Economic improvement will drive growth over the forecast period
The growing urban population and rising employment levels will boost demand
Visibility and awareness to grow, driven by the growth of modern retail channels
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2017-2022
Table 52 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 54 NBO Company Shares of Deodorants: % Value 2018-2022
Table 55 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 57 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Depilatories sees a weak performance due to poor economic conditions
Depilatories benefit from a rising number of women in formal employment
Gillette retains its lead but faces rising competition from close competitors
PROSPECTS AND OPPORTUNITIES
Depilatories to grow as women's income and spending increases
Women's razors and blades drive growth due rising competition and ease of use
Culture continues to challenge sales and stifle growth across the coming years
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2017-2022
Table 61 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 63 NBO Company Shares of Depilatories: % Value 2018-2022
Table 64 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 65 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fragrances perform well as the return to social occasions boosts use
Upper-income consumers drive the ongoing growth of premium fragrances
Oriflame retains its lead, offering an affordable product to the landscape
PROSPECTS AND OPPORTUNITIES
Economic improvement and price stability to boost growth
Premium fragrances to continue solid performance as economic growth boosts affordability
Direct selling has a positive impact on the fragrances landscape
CATEGORY DATA
Table 67 Sales of Fragrances by Category: Value 2017-2022
Table 68 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 69 NBO Company Shares of Fragrances: % Value 2018-2022
Table 70 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 73 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Counterfeit brands and hair extensions limits the performance of hair care
Salon professional hair care performs poorly as consumers use at-home treatment
Dark & Lovely remains the most popular brand but is losing retail value share
PROSPECTS AND OPPORTUNITIES
Economic improvements and stable unit prices drive positive retail volume growth
Growing adoption of natural hair drives sales of conditioners and treatments
Perms and relaxants challenged by preference for wigs and hair extensions
CATEGORY DATA
Table 75 Sales of Hair Care by Category: Value 2017-2022
Table 76 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 77 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 78 NBO Company Shares of Hair Care: % Value 2018-2022
Table 79 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 80 LBN Brand Shares of Colourants: % Value 2019-2022
Table 81 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 82 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 83 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 84 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 85 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Price increases have a negative impact on retail volume sales for men's grooming
Niche men's grooming products suffer from being considered luxuries
Leader Gillette continues to lose ground to more competitively-priced brands
PROSPECTS AND OPPORTUNITIES
Economic improvement to drive demand for niche grooming areas
Changing attitudes among men drive growing interest in men's grooming
Growth in modern retail channels to boost visibility and availability
CATEGORY DATA
Table 86 Sales of Mens Grooming by Category: Value 2017-2022
Table 87 Sales of Mens Grooming by Category: % Value Growth 2017-2022
Table 88 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 89 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 90 NBO Company Shares of Mens Grooming: % Value 2018-2022
Table 91 LBN Brand Shares of Mens Grooming: % Value 2019-2022
Table 92 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 93 Forecast Sales of Mens Grooming by Category: Value 2022-2027
Table 94 Forecast Sales of Mens Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growing population and rising awareness boosts demand in 2022
Toothpaste drives overall growth, with strong competitive activity boosting demand
Oral care remains consolidated and dominated by multinationals
PROSPECTS AND OPPORTUNITIES
Growth in the young, urban population drives ongoing demand
Toothpaste has scope to grow, boosting the retail value of the overall landscape
Dental floss to record strong growth, driven by the availability of dental floss picks
CATEGORY DATA
Table 95 Sales of Oral Care by Category: Value 2017-2022
Table 96 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 97 Sales of Toothbrushes by Category: Value 2017-2022
Table 98 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 99 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 100 NBO Company Shares of Oral Care: % Value 2018-2022
Table 101 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 102 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 103 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 104 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 105 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 106 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 107 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Skin care growth is boosted as women view products as being essential
Premium skin care performs relatively well despite the poor economic conditions
Beiersdorf retains its lead in 2022, however, the landscape is fragmented
PROSPECTS AND OPPORTUNITIES
Strong growth is expected as the economy improves
General purpose body care drive sales as it is deemed essential
Brand competition and a wider range of affordable products drives growth
CATEGORY DATA
Table 108 Sales of Skin Care by Category: Value 2017-2022
Table 109 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 110 NBO Company Shares of Skin Care: % Value 2018-2022
Table 111 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 112 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 113 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 114 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 115 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 116 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 117 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 118 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN NIGERIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Poor economic conditions impact the performance of sun care
Sun protection is the only significant sun care product in Nigeria
Direct sellers lead, but face challenging conditions as unit prices rise
PROSPECTS AND OPPORTUNITIES
The growing economy drives sales of sun care across the forecast period
Growing incomes to boost the demand among a segment of Nigerians
Growing awareness of products benefits drives sales of sun protection
CATEGORY DATA
Table 119 Sales of Sun Care by Category: Value 2017-2022
Table 120 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 121 NBO Company Shares of Sun Care: % Value 2018-2022
Table 122 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 123 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 124 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 125 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
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