Beauty and Personal Care

This report provides an in-depth analysis of the potential market strategies for companies in Sub-Saharan Africa amidst the current cost of living crisis. It details how companies can leverage affordability, technology, and values to cater to the…

Rising costs of living pose challenges globally, but companies can find opportunities in several categories, essential and discretionary, especially in underpenetrated fast-growing markets. By considering category adjacencies and focusing on value,…

Baby and child-specific products performed solidly in 2023, with total volume and current value sales increasing at robust rates and all categories registering positive results in both respects. Buoyant demand was underpinned by relatively high birth…

Sensitisation campaigns of new mothers post birth and increased access to information on infant care is having an impact on the way most parents take care of their infants. There is a growing shift from the use of alternative cleaning techniques such…

Baby and child-specific products saw current value growth in Egypt in 2023 despite the fact that the category saw downward pressure on volumes at the end of the review period as the difficult economic situation led consumers to rationalise their…

Baby and child-specific products was the home of controversy in Kenya in 2023. A lobby group, the African Centre for Corrective and Preventive Action (ACCPA), has filed a case seeking a ban on Johnson & Johnson baby powder in Kenya over alleged…

The underwhelming sales performance registered in baby and child-specific products during 2022 can be attributed largely to the contraction of the end consumer base for these products. The number of babies being born in Morocco continues to decline…

The performance of baby and child-specific products in Nigeria in 2023 was strongly impacted by poor economic conditions. Thus, the modest overall decrease in retail volume sales in 2022 was followed by a double-digit decline in 2023. In particular,…

Baby and child-specific products in South Africa remained resilient in 2023, despite a struggling economy. Many consumers continued to prioritise their children’s wellbeing, supporting further demand across the category. This ongoing positive…

Awareness is rising amongst Tunisian parents about children’s hygiene and toiletries thanks to the modernisation of society with parents seeking the best for their children despite the low purchasing power in the country. In 2022, the baby and…

Overall volume and current value growth rates for bath and shower in Algeria in 2023 were slightly weaker than those recorded in 2022. This was partly due to increasing maturity, though the slowdown also reflected heightened budget-consciousness…

Sales of hand sanitisers plunged in both value and volume terms in 2022 as most Cameroonians now consider them unnecessary or of low priority post pandemic. The prices of hand sanitisers surged as leading players cut down production in response to…

Bath and shower saw significant current value growth in Egypt in 2023, with demand remaining strong in the midst of challenging economic conditions and rising prices, as many products in the category are considered essential. The bath and shower…

Bath and shower in 2023 saw PZ Cussons expand its Flamingo soap line in Kenya by introducing two new variants - Marula Oil and Honey, and Traditional Black Soap. The products are enriched with charcoal, cocoa butter, shea butter and marula oil,…

2022 saw bath and shower benefit from improvements that have been seen in the personal hygiene habits of large numbers of Moroccans since the early days of the COVID-19 pandemic. Growing frequency of usage as consumers have sought to maintain…

Bath and shower in Nigeria recorded strong retail current value growth in 2023. However, this was driven by high inflationary pressure on unit price increases, which informed a decline in retail volume for all categories of bath and shower. While…

Bath and shower in South African remained an essential category for many local consumers in 2023. Despite being financially challenged, much of the country’s population perceives bar soap as essential and tends to be included in most consumers’…

In 2022, hand sanitisers recorded a significant decline, with sales returning to near pre-pandemic levels. For almost two years, this product was in high demand by Tunisians and widely available, including in modern and traditional grocery retailers.…

Overall volume sales growth for beauty and personal care in Algeria in 2023 was modest and unchanged on 2022, while growth in total current value sales was down slightly on the previous year. This was mainly due to stubbornly high inflation fuelled…

In 2024, beauty and personal care in Angola is facing continued price increases for imported items like fragrances and colour cosmetics due to currency fluctuations and transport costs. Conversely, domestically produced skin and hair products…

The beauty and personal care market in Cameroon has great economic potential. However, some sectors, such as colour cosmetics are still heavily characterised by imported products. Imports of colour cosmetics and skin care products in volume terms…

Rising living standards in Côte d'Ivoire have boosted demand for beauty and personal care products, leading to positive growth in 2023. Bath and shower, deodorants, fragrances, hair care, cosmetics, and skin care are particularly popular. Factors…

Beauty and personal care witnessed a decline in volume sales in Egypt in 2023 and a substantial increase in value terms due to a considerable rise in prices. In a harsh economic environment, with inflation exceeding 35% in 2023, and no government…

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…

In 2023, global inflation rates are causing prices to rise, affecting consumers’ consumption habits. Meanwhile, more modern attitudes towards personal grooming and rising exposure to global style and fashion trends due to widening internet access are…

Beauty and personal care in Kenya grew in 2023, though volume sales slowed compared to previous review period years. The industry has witnessed a rise in internet-based enterprises offering diverse beauty and personal care treatments and items online…

Beauty and personal care recorded another year of healthy growth in real value terms in 2022, with the regional performance being driven by the dynamism in the Saudi Arabian market, where premium fragrances were providing a major boost to sales.…

2022 saw demand under some pressure due to a far more controlled attitude towards spending among the local population amidst the spectre of inflation and a significant increase in the cost of living. After a strong recovery in economic activity…

In beauty and personal care in Nigeria in 2023, a poor economic environment characterised by high inflation and weak consumer spending power led to a drop in demand. Demand fell across categories as consumers struggled with heavy pressure on…

In 2023, demand for beauty and personal care in South Africa continued to rise, despite many local consumers experiencing financial difficulties due to the cost-of-living crises. As a result, South Africans prioritised their expenditure and where…

This report analyses the market for beauty and personal care in Tanzania. For the purposes of the study, the market has been defined as follows:

The beauty and personal care industry in Tunisia registered strong value growth in 2022. However, this was mostly caused by relatively high inflation that was stimulated by a sharp depreciation of the local currency against the euro, the economic…

In 2023, a significant shift in consumer behaviour towards purchasing small-sized beauty and personal care products has emerged. This trend is driven by escalating product prices outpacing consumer incomes. Marketing channels have evolved, with a…

The briefing introduces the Cities Households Necessities Spending Index. The index ranks 1,075 cities by household expenditure on non-discretionary items, namely food, housing, and clothing and footwear. This analysis focuses on 160 major cities.…

Overall volume and current value growth rates for colour cosmetics in 2023 were slower than in 2022. This was partly explained by the normalisation of consumption patterns following the spike in demand that resulted from the easing of the pandemic…

In the nail products category, nail polish experienced the strongest growth while nail treatments/strengthener recorded the lowest demand. Innovation continues to drive growth in nail products. Nail polish has evolved. Traditional nail polish takes a…

Colour cosmetics saw current value growth in Egypt in 2023. However, volume sales were negatively impacted by the huge leap in prices seen during the year, which occurred in several steps. Prices increased by more than 40% in 2023 following…

Kenya’s colour cosmetics markets saw a continued shift towards online shopping in 2023, as the e-commerce channel expanded. The trend has been advancing during the review period, significantly accelerated by the global pandemic. Though growth for the…

Colour cosmetics in the Middle East and Africa faces severe challenges. Social media, women’s empowerment and product innovation positively influenced the market in 2019, but growth was hampered by cautious consumer spending and economic malaise,…

Towards the end of the review period, spending on colour cosmetics continued to increase gradually among Moroccan consumers despite the tough economic situation and the pressure that this has put on household incomes. Various categories of colour…

Colour cosmetics in Nigeria was also negatively impacted by poor economic conditions in 2023, as high inflation weakened consumer spending power as unit prices of all brands rose strongly. The strong rises in unit prices drove strong retail current…

Demand for colour cosmetics in South Africa remained below pre-pandemic levels in 2023, as many local consumers continued to struggle financially and reduced their purchases of perceived non-essential products. However, sales promotions on colour…

After two tight years in 2020 and 2021 due to the onset of COVID-19, 2022 proved to be a year of recovery for sales of colour cosmetics in Tunisia. During the height of the pandemic, demand recorded a significant decline because many women had to…

In the upcoming years, consumers and businesses face an array of challenges, with rising income inequality being among the key ones. Nevertheless, addressing the income inequality through catering to the Bottom of the Pyramid and the Middle Class…

Like most areas of the beauty and personal care market, deodorants saw growth in total volume and current value sales dip in 2023 as persistent inflationary pressures continued to fuel price hikes and erode purchasing power in Algeria. However, the…

The hot tropical climate in Cameroon especially during the dry season leads to a lot of sweating. Temperatures average around 36 degrees on a daily basis during the dry season, with this season lasting for around six months. Sweating is thus…

Deodorants saw strong current value growth in Egypt in 2023. However, the category witnessed a small decrease in its volumes at the same time as its considerable increase in value, due to large increases in its prices. Indeed, prices increased by…

Deodorants in Kenya enjoyed positive growth in 2023, attributed to various factors including increased marketing efforts by players, which play a crucial role in creating awareness and driving consumer preferences – Nivea is an example of a brand…

One of the few positive outcomes of the COVID-19 pandemic for sales of deodorants was that many local consumers are now paying more attention to their personal hygiene routines. In particular, young men are becoming much more conscious about body…

Deodorants in Nigeria saw positive retail current value growth in 2023, but all categories declined in retail volume and value (constant 2023 prices) terms in a depressed economic climate. The strong performance in retail current value sales was due…