Nigeria’s male grooming market is dominated by sales of essential, daily use products, but a new niche in non-staple products is emerging, and looking highly promising
Nigerian men are often pragmatic consumers who focus on essentials when buying grooming products, and indeed sales of daily staples such as toiletry, shaving and fragrance products have been growing phenomenally in west Africa’s economic powerhouse.
But personal care product companies should not ignore non-essential grooming products for men in Nigeria – it may be a niche, but according to market experts, the potential of these sales should not be underestimated.
In 2016, Nigeria’s retail sales of male grooming products, comprising shaving products, fragrances and toiletries, reached Nigerian Naira NGN28bn (US$91.8m at current exchange rates), a 14% gain compared with 2015, Victor Serge-Ajibola, Analyst at Euromonitor International tells Cosmetics Business, quoting data from the company’s latest research to be published in April 2017.
Indeed, judging by Euromonitor’s April 2016 data, whose US$ values reflected a stronger Naira against the dollar at the time, there has been consistent ...
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