This report presents the major drivers and the key demographic groups in the male grooming and personal care industry in Nigeria. It also discusses the market context and landscape, the typical consumer experience and the brands they patronize.
Key Takeaway: Roughly 60% of Nigeria’s $3.0B annual urban market for male grooming and personal care is dominated by consumers with a monthly income of $300 or less. Nigeria is also a youth market with about 60% of the transacting population aged 35 or younger, and more likely than not to be in the bottom of the income pyramid.
In this report, we highlight the main reasons why Nigeria is a linchpin market in the portfolios of current and future brands, as well as the consumer trends and market opportunities in this category.
Categories: Category Report
Cities: Lagos, Abuja, Enugu, Kaduna, Akure, Jos, Port-Harcourt, Benin, Ibadan, Zaria.
Format: Zipped (PDF and XLSX files), 50 pages
Table of Content:
Data Sourcing & Methodology
Market Context: Nigeria
Landscape & Market Sizing
Demographic & Market Drivers
Consumer Journey Map
Brands & Market Share Tables
List of Tables & Figures:
Table 1: Key Market Assumptions
Table 2: Market Historicals
Table 3: Market Metrics by Age Bracket
Table 4: Purchase Divers by Age Bracket
Table 5: Market Metrics by Income Bracket
Table 6: Purchase Drivers by Income Bracket
Table 7: Facial Care Product Use by Age Bracket
Table 8: Brand Market Share – Hair Care
Table 9: Brand Market Share – Facial Care
Table 10: Brand Market Share – Body Care
Table 11: Brand Market Share – Deodorant and Fragrance
Table 12: Brand Market Share – Oral Care
Figure 1: Weighted-Average Market Size by Age Bracket
Figure 2: Nigeria’s Income Demographics in 2021
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