PROSPECTS AND OPPORTUNITIES
Switch to packaged products to fuel growth
Bath and shower is expected to see good growth over the forecast period, due to the growing population, urbanisation, and an improved economy. Despite its essential status, bath and shower saw stagnation in volume sales in 2024 due to the harsh economic conditions and so is expected to recover well as the economy improves and as prices stabilise.
Shifting demand in bar soap
Although the large majority of low-income consumers will continue to stick to standard soap and economy brands, manufacturers’ introduction of sub-premium, value-added brands which are presented as good quality but affordable will help to drive up value sales.
Small local players to drive innovation, but multinationals set to improve their offer
Competitive activity in bath and shower categories is expected to be strong, and innovation in terms of products that deliver moisturisation, complexion care, and skin care is expected to continue in line with interest from consumers, particularly female consumers. The introduction of products that merge medicated and skin care properties, such as Dettol Skincare, which was relaunched in 2024, is also expected to increase.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Nigeria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Nigeria?
- Which are the leading brands in Nigeria?
- How are products distributed in Nigeria?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Nigeria - Category analysis
KEY DATA FINDINGS
Bar soap seen as essential, but faces competition from traditional alternatives
Leader facing growing competition
Small local grocers still dominant despite falling share
Switch to packaged products to fuel growth
Shifting demand in bar soap
Small local players to drive innovation, but multinationals set to improve their offer
Beauty and Personal Care in Nigeria - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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