Beauty and personal care in 2024: The big picture
Beauty and personal care saw double-digit current value growth in Nigeria in 2024, while volume sales fell by double-digits. The Nigerian economy performed poorly during the year due to high inflation, which strongly limited consumer spending power. Inflation was driven by a sharp rise in fuel prices and a strong depreciation of the local currency. With many beauty and personal care products being imported, the currency depreciation led to higher import costs, which in turn led to higher prices, and with consumer spending power reduced, volumes saw a fairly strong decline across most categories. However, due to the strong rise in unit prices, between 40-50% for many categories, value sales increased strongly. Some categories also proved fairly resilient due to their essential status, including bath and shower and skin care.
2024 key trends
Whereas there has been a trend towards premiumisation in beauty and personal care in Nigeria historically, prior to the economic weakness that has been developing since 2019/2020, premium beauty and personal care performed less strongly than mass beauty and personal care in 2024. Premium products were hit hardest by falling demand as consumers shifted to less expensive brands. Nevertheless, in some categories such as colour cosmetics and skin care, premiumisation continued to develop to serve a niche segment of upper-income consumers who are prepared to pay a premium for the best quality products. Innovation activity in these categories is also influencing consumers to prefer high-quality products due to their efficacy. There is also a growing preference for natural and indigenously sourced ingredients, such as shea butter, as consumers seek ingredients that they believe do not have harmful effects. Activity by local players such as Arami Essentials is boosting the presence of such products.
Competitive landscape
Beiersdorf AG overtook Unilever Nigeria Plc and Unilever Group to gain the lead in overall beauty and personal care in Nigeria in NBO terms in 2024. Beiersdorf rose to the leading position on the back of the strong performance of its market-leading brand, Nivea, which benefited from its strength in the large and dynamic mass skin care category. Unilever Group remained the largest player in GBO terms thanks to its longstanding presence with well-known and strongly distributed brands in the large mass categories of oral care, bath and shower, skin care and deodorants. Unilever has seen a significant negative impact from the poor economic conditions, particularly the depreciation of the local currency impacting raw materials and production prices, which forced it to pull out of home care categories such as laundry detergents. Nonetheless, it maintains a good presence in beauty and personal care, where it has been able to hold off considerable competition through its affordably priced brands. In particular, its Closeup brand in oral care and Vaseline in skin care benefited from consumers seeking more affordable products. Whereas competition from value-added brands in oral care has increased the competition it has faced it a category that it previously dominated, Closeup performed well in 2024 as it is available in a variety of pack sizes, including small affordable options.
Retail developments
Small local grocers holds a dominant share of beauty and personal care sales in Nigeria, being the main retail channel for most of the population, with numerous small outlets located in residential areas. In particular, these stores are key retail points for the most essential, mass categories such as bath and shower, skin care, hair care, deodorants, and baby and child-specific products. The majority of consumers depend on these outlets for their immediate needs and for small purchases, whereas those with higher incomes and bulk buying capabilities utilise supermarkets.
What next for beauty and personal care?
Improvement in the economy is expected to drive good growth for beauty and personal care in Nigeria over the forecast period as consumer spending power improves. Over the review period, consumers were forced to limit their spending, even on essentials. With consumers’ confidence returning, they will seek the best products for personal care and to improve their physical appearance. However, with economic weakness still expected in 2025, particularly with a devalued local currency still impacting on unit prices, recovery will be limited, but will pick up well from 2026 as conditions become more favourable.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care 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 Beauty and Personal Care 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 Beauty and Personal Care 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?
Beauty and Personal Care in Nigeria
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Baby and Child-Specific Products in Nigeria
KEY DATA FINDINGS
Competition from alternatives
Johnson & Johnson retains lead
Dominance of small local grocers being eroded by supermarkets
Improving economic conditions to support growth
Population growth to boost demand
Local players to develop more products using natural ingredients
Bath and Shower in Nigeria
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
Colour Cosmetics in Nigeria
KEY DATA FINDINGS
Weak local currency and reduction in social occasions hit demand
Strong local presence proves to be a competitive advantage
Beauty specialists continues to benefit from provision of make-up clinics
More skin-friendly products and competitive activity
Premiumisation as consumers return to higher-quality brands
Blending skin care and make-up
Deodorants in Nigeria
KEY DATA FINDINGS
Deodorants marketed as inexpensive alternative to fragrances
Unilever benefits from strong portfolio
Supermarkets growing in importance, but small local grocers remains the dominant channel
Improving economic conditions to boost growth
Young population to play key role in growth
New products to contribute to intensification of competition
Depilatories in Nigeria
KEY DATA FINDINGS
Non-essential status hits volumes
Procter & Gamble leads, while Vine Morris Links benefits from trading down
Small local grocers seeing share eroded by retail modernisation
Improving economic conditions to boost demand
Significant room for growth
New products and players to intensify competition
Fragrances in Nigeria
KEY DATA FINDINGS
Strong price increase due to prominence of imported products
Oriflame Nigeria’s lead founded on strong direct selling model
Beauty specialists appreciated for wide brand offer and expert advice
Improving economic conditions and expanding consumer base
Premium fragrances to see stronger growth, but mass segment set to perform well
Innovation to focus on novel scents
Hair Care in Nigeria
KEY DATA FINDINGS
Perms and relaxants remains dominant despite trend towards natural hair
Franemm Industries extends lead
Small local grocers remains dominant, but supermarkets and e-commerce gain share
Younger consumers key to growth
Maturity and evolving trends to dampen growth of perms and relaxants
Value-adding innovation expected
Men's Grooming in Nigeria
KEY DATA FINDINGS
Economic conditions undermine demand
Procter & Gamble retains lead, while Unilever rises up the rankings
Store network expansion supports share growth for supermarkets
Significant scope for expansion
Changing cultural attitudes
Opportunities for local players
Oral Care in Nigeria
KEY DATA FINDINGS
Essential status supports demand for toothpaste and toothbrushes
Unilever takes lead
Small local grocers’ dominance relies heavily on toothpaste and toothbrushes
Oral hygiene-awareness, expanding population and marketing to drive growth
Potential for further growth in toothpaste
Increase in innovation expected
Skin Care in Nigeria
KEY DATA FINDINGS
Skin care proves relatively resilient
Beiersdorf extends lead
Product range and expert advice help to drive share growth
Increasingly sophisticated demand supported by improving economic conditions
General purpose body care to drive overall growth
New product development and the entry of new brands
Sun Care in Nigeria
KEY DATA FINDINGS
Niche category reliant on higher-income consumers
Category expansion attracting new entrants
Personal advice key to raising awareness
Desire to maintain the appearance of skin to support rising demand
Rising disposable incomes and increase in expats
Innovation and affordability
Premium Beauty and Personal Care in Nigeria
KEY DATA FINDINGS
Economic conditions impact demand
Estée Lauder stays out in front
Growing interest in local ingredients
Growth beyond core categories
Opportunities for beauty specialist retailers
Niche local players expected to inspire innovation
Mass Beauty and Personal Care in Nigeria
KEY DATA FINDINGS
Price increases drive dynamic value growth
Beiersdorf rises to the top
Polarisation
Improving economic conditions to drive growth
Large low-income population to support demand for mass products
Taking on premium properties
The following categories and subcategories are included:
Beauty and Personal Care
-
- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
-
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
-
- Intimate Washes
- Intimate Wipes
- Liquid Soap
-
-
-
- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
-
- Premium Eye Shadow
- Mass Eye Shadow
-
- Premium Mascara
- Mass Mascara
-
- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
-
-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
-
- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
-
- Premium Foundation/Concealer
- Mass Foundation/Concealer
-
- Premium Powder
- Mass Powder
-
- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
-
-
-
- Premium Lip Gloss
- Mass Lip Gloss
-
- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
-
- Premium Lipstick
- Mass Lipstick
-
- Premium Other Lip Products
- Mass Other Lip Products
-
-
-
- Premium Nail Polish
- Mass Nail Polish
-
- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
-
- Premium Polish Remover
- Mass Polish Remover
-
- Premium Other Nail Products
- Mass Other Nail Products
-
-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
-
-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
-
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
-
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
-
-
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
-
- Medicated Shampoos
- Standard Shampoos
- Styling Agents
-
-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
-
-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
-
- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
-
- Premium Men's Skin Care
- Mass Men's Skin Care
-
-
- Premium Men's Fragrances
- Mass Men's Fragrances
-
-
- Dental Floss
-
- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
-
- Manual Toothbrushes
-
-
- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
-
- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
-
- Toothpaste
- Oral Care Excl Power Toothbrushes
-
-
-
- Premium Firming Body Care
- Mass Firming Body Care
-
- Premium General Purpose Body Care
- Mass General Purpose Body Care
-
-
-
- Premium Acne Treatments
- Mass Acne Treatments
-
- Premium Face Masks
- Mass Face Masks
-
-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
-
- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
-
-
-
- Premium Basic Moisturisers
- Mass Basic Moisturisers
-
- Premium Anti-Agers
- Mass Anti-Agers
-
-
- Premium Lip Care
- Mass Lip Care
-
- Premium Toners
- Mass Toners
-
-
- Premium Hand Care
- Mass Hand Care
-
- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
-
-
-
-
- Premium Aftersun
- Mass Aftersun
-
- Premium Self-Tanning
- Mass Self-Tanning
-
- Premium Sun Protection
- Mass Sun Protection
-
- Baby and Child-specific Sun Care
-
-
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
-
- Premium Deodorants
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
-
-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
-
- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
-
- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
-
- Mass Baby and Child-specific Products
- Mass Bath and Shower
-
-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
-
-
- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
-
- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
-
- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail 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 Beauty and Personal Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!