PROSPECTS AND OPPORTUNITIES
Improving economic conditions to drive growth
As the economy recovers from the negative conditions experienced over the review period and as consumer confidence returns mass beauty and personal care is expected to grow well. Growth in 2025 is set to be modest as a still challenging economy, with inflation remaining high and the local currency still devalued, will continue to limit performance, but as the economy continues to improve over the forecast period, growth will become more robust.
Large low-income population to support demand for mass products
The largest categories of mass beauty and personal care, skin care, bath and shower, deodorants, and hair care, will drive overall growth over the forecast period, driven by robust competition and evolving consumer interests in value added products and good quality but affordable brands that enhance appearance. Mass bath and shower, mass hair care, and mass skin care are considered to be the most essential areas and will continue to develop products that interest Nigerian consumers in terms of the use of natural ingredients.
Taking on premium properties
Innovation will continue to develop towards the introduction of value-added products that are affordable. Whilst many consumers are interested in premium products that offer higher quality, their high prices lead consumers to seek good quality but affordable mass brands that offer some of the same qualities found in premium brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Mass 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.
If you're in the Mass 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 Mass 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 Mass 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?
Mass Beauty and Personal Care in Nigeria - Category analysis
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
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:
Mass Beauty and Personal Care
- Mass Baby and Child-specific Products
- Mass Bath and Shower
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- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
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- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
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- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
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- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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- Mass Firming Body Care
- Mass General Purpose Body Care
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- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
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- 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
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
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 Mass Beauty and Personal Care research and analysis database.
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