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Report
Beauty and Personal Care in Nigeria
Market Direction I 2024-05-09 I 117 Pages I Euromonitor
In beauty and personal care in Nigeria in 2023, a poor economic environment characterised by high inflation and weak consumer spending power led to a drop in demand. Demand fell across categories as consumers struggled with heavy pressure on disposable incomes and purchasing power. Manufacturers were further affected by harsh rises in production costs. These issues were compounded by the strong depreciation of the local currency. With the majority of products (or raw materials) being imported, p...
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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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 2024
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN NIGERIA
EXECUTIVE SUMMARY
Beauty and personal care in 2023: The big picture
2023 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 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Weak economic conditions limit performance in 2023
Consumers choose counterfeit and contraband products as incomes fall
Bath and shower and skin care show resilience in mass beauty and personal care
PROSPECTS AND OPPORTUNITIES
Economic improvement to drive category growth over the forecast period
Rising urban professional female population is a key path to growth
Growing demand for affordable but good quality products
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Poor economic conditions weaken the demand for premium beauty and personal care in 2023
Colour cosmetics and anti-agers see premium brands retain consumer loyalty
Premium fragrances struggle to win over consumers in 2023 due to sharp price increases amid inflationary pressure
PROSPECTS AND OPPORTUNITIES
Economic rebound to spur a better performance in premium beauty and personal care over the forecast period
Premium fragrances to recover well as consumer disposable incomes improve
Colour cosmetics and skin care to leverage high offer of premium brands
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Inflationary climate limits consumer purchasing power and weakens spending on baby and child-specific products in 2023
Rising unit prices lead consumers to trade down
Natural ingredients increase the attention on baby and child-specific skin care
PROSPECTS AND OPPORTUNITIES
Economic recovery to drive rebound over the forecast period
Growing baby and child population and urbanisation to boost demand
Growing competition from local brands
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bath and shower sees retail volume sales decline amid challenging economic conditions
Bar soap performs best as the most essential category
Rising import costs impact niche categories as product prices increase strongly
PROSPECTS AND OPPORTUNITIES
Improving economic performance to drive recovery in bath and shower over the forecast period
Growing urban population to boost awareness and demand
Growing visibility and awareness of niches
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2018-2023
Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Inflationary climate negatively impacts colour cosmetics in 2023
Premium colour cosmetics offer resilience despite poor economic conditions
Milani leads colour cosmetics with affordable products
PROSPECTS AND OPPORTUNITIES
Economic recovery to drive the demand for colour cosmetics
Growth and higher incomes of the female urban population to boost demand
Stronger competition to drive greater visibility and awareness
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
DEODORANTS IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Inflationary pressure on prices pushes down the demand for deodorants in 2023
Demand for deodorant sprays benefits from lower price points in a tough economic climate
Strong brand competition and wider penetration boost deodorants
PROSPECTS AND OPPORTUNITIES
Deodorants to benefit from improving job prospects and more social occasions
Growing young urban population to boost usage
Roll-ons to leverage quality and long-lasting antiperspirant perception in a hot and humid climate
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2018-2023
Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Depilatories remains fairly niche in Nigeria
Poor economic conditions negatively impact performance in 2023
The most affordable and widely available category continues to shape depilatories in 2023
PROSPECTS AND OPPORTUNITIES
Economic recovery to drive growth opportunities over the forecast period
Growth of the female urban population to boost demand
Social media marketing to raise awareness of depilatories
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2018-2023
Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
High inflationary pressure on prices hurts consumption
The demand for mass fragrances is less affected by the economic downturn
Arabian fragrances continue to compete well
PROSPECTS AND OPPORTUNITIES
Economic recovery and rising sophistication among urban consumers to boost demand
Premium fragrances to see new choices and usage
Expansion in the consumer base to boost demand
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2018-2023
Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Weaker demand amid higher prices
Conditioners and treatments gain traction amid changing preferences
Perms and relaxants struggles in 2023
PROSPECTS AND OPPORTUNITIES
Urbanisation and a young generation to drive hair care
Trend towards natural hair to boost conditioners and treatments
Perms and relaxants to see healthy retail volume growth despite maturity
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2018-2023
Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Poor economic conditions hit the demand for mens grooming in 2023
Mens razors and blades sees competition from electric razors
Niche categories struggle as consumer spending power weakens
PROSPECTS AND OPPORTUNITIES
Economic recovery and changing perceptions of mens grooming to spur acceptance
Growth in male population and rising awareness of mens grooming to spur demand
Mens deodorants to gain momentum
CATEGORY DATA
Table 91 Sales of Mens Grooming by Category: Value 2018-2023
Table 92 Sales of Mens Grooming by Category: % Value Growth 2018-2023
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 95 NBO Company Shares of Mens Grooming: % Value 2019-2023
Table 96 LBN Brand Shares of Mens Grooming: % Value 2020-2023
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 98 Forecast Sales of Mens Grooming by Category: Value 2023-2028
Table 99 Forecast Sales of Mens Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
The demand for toothpaste and manual toothbrushes is quite stable in 2023
Leading manufacturers seek to reduce dependence on imports for raw material inputs
Dental floss and mouthwashes/dental rinses suffer as consumer spending power weakens
PROSPECTS AND OPPORTUNITIES
Economic recovery and marketing to boost oral cares performance over the forecast period
Innovations to stimulate consumer interest
Growing awareness of oral hygiene to spur the use of niche oral care products
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2018-2023
Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 102 Sales of Toothbrushes by Category: Value 2018-2023
Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Skin care shows resilience as an essential category for women in Nigeria
Many consumers seek products that help to lighten skin
General purpose body care performs best as niches struggle due to weak consumer spending power
PROSPECTS AND OPPORTUNITIES
Economic recovery to drive a healthy rebound in skin care demand
General purpose body care offers space for innovative products
Premium skin care is expected to perform well as consumers seek more effective products
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2018-2023
Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN NIGERIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Poor economic conditions weaken sun cares performance in 2023
Interest in sun care is increasing among Nigerian consumers
Direct selling dominate the distribution landscape of sun care
PROSPECTS AND OPPORTUNITIES
Economic recovery to underpin strong growth performance over the forecast period
Interest in skin lightening products to push demand
Direct sellers to use social media marketing to raise awareness
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2018-2023
Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028
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