With sales of beauty products estimated at 1.8 billion euros, this area has the second most powerful cosmetics market on the continent (behind South Africa). Business France’s Team France Export has compiled all the data of interest to manufacturers wishing to establish themselves in this country.
The Nigerian beauty market is dominated by hygiene and mass-market products (722 million euros in sales).
Market characteristics
Competition in Nigeria is fierce.
International groups have a stranglehold on the sale of luxury and prestige skincare products.
“Make-up and hair products are mainly supplied by European and North American countries, perfumes come mainly from the Middle East and skin care products are imported from Asia,” comments Business France. “But local players such as Essenza, Montaigne Place or Kuddy Cosmetics occupy a very important part of the formal and informal distribution of cosmetics.”
Positioning of the French offer
French products have a particularly good image in Nigeria.
They have the reputation of being of high quality, safe for human health and not having a negative impact on the environment.
Opportunities
According to Business France, there are many promising sectors.
Bath products
The pandemic has increased consumer awareness of hygiene products. There is therefore a real demand for soaps, shower gels and other disinfectant products.
Body care
Once again, the health crisis has brought the notion of well-being back into focus. Nigeriens are therefore looking to take care of their bodies.
Children’s ranges
There is a strong expectation for wipes and other …
