Beauty and personal care continued to develop in 2022 as population growth, urbanisation and rising incomes due to economic development expanded the core consumer base in most categories. However, most local people demand only the absolute basics such as bar soap, toothpaste and toothbrushes.
Beauty and personal care registered another positive performance in Ethiopia in 2022 despite various challenges due to armed conflict in the Tigray region spilling over into Amhara and Afar. After a long period of political instability and uncertainty due to internecine aggression and the ongoing armed struggle within Ethiopia’s borders, a general election was finally held in two stages during June and September of 2022, resulting in the return of the ruling party for another 5-year term.
Ethiopia is one of the most heavily populated countries in Africa and there were 123 million people living in the country in 2022. The country’s population continues to grow at a rate of up to 3% per annum, with this strong growth due mainly to the high birth rate of 31.
The attitudes of Ethiopians to personal hygiene and personal grooming tend to be shaped by income level, gender and whether they live in urban or rural areas. Indeed, packaged beauty and personal care products are mainly used by lower-middle to high-income consumers in urban areas as it is these groups which are more likely to be exposed to international products via mass-media advertising and social media platforms such as Facebook.
2022 saw an intensification of the armed conflict that has been plaguing the Tigray region of northern Ethiopia for several years. This led to even more disruption to trade in Tigray as well as in neighbouring regions.
The forecast period is expected to see beauty and personal care register consistently positive sales growth, with the industry’s strong performance set to be based on the same factors that underpinned positive sales growth towards the end of the review period. These favourable factors include rapid urbanisation, rising female participation in the workforce, improvements in the economic climate, the expansion of the affluent urban middle class, rising internet penetration and greater access to information via online channels, with population growth also expected to drive demand for beauty and personal care over the forecast period by expanding the size of the overall consumer base.
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Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Ethiopia 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:
If you're in the Beauty and Personal Care industry in Ethiopia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.See All of Our Definitions
This report originates from Passport, our Beauty and Personal Care research and analysis database.
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