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Sub-Saharan African Beauty Buyer 2012
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April 2011
REPORT STRUCTURE 5
SECTION 1 SUMMARY OF DATA AND HEADLINE ISSUES 6
TABLE 1 Overview of haircare market, Nigeria 6
TABLE 2 Top haircare companies, 3 market leaders 6
TABLE/GRAPH 3 Haircare market (%) by product category 7
Market size is hard to quantify 7
Key issues for haircare market Nigeria 8
Expertise of experts interviewed 8
Currency 8
Date of publication 8
SECTION 2 MARKET SIZE, TRENDS / SALES VARIATIONS, AND DRIVERS 9
Introduction and summary 9
TABLE 4 Value of haircare market Nigeria 2009 to 2011 9
TABLE/GRAPH 5 Market sales variations Nigeria 2009 to 2011 10 Forecasts and historical trends 10
TABLE 6 Market drivers, positive and negative, Nigeria 11
Negatives 11
Young consumer population increasing 11
Wide choice of products and product ranges 11
Price sensitive 12
Product improvements 12
Impact of currency fluctuations 12
Substandard products and counterfeits 12
SECTION 3 NIGERIAN HAIRCARE MARKET BY PRODUCT CATEGORY 13
Introduction and summary 13
Definitions of wet and dry products 13
TABLE 7 Nigeria haircare sales (%) wet and dry 14
TABLE/GRAPH 8.0 Nigeria haircare sales (%) by product category 14
TABLE/GRAPH 8.1 Nigeria haircare value (€) by product category 15
Top haircare product category 15
Product category changes and seasonal variations 15
Relaxers 15
TABLE/GRAPH 9 Relaxer sales (%) by strength of formulations 16
Colouring products 17
Top selling colour shade 17
Social attitudes impact on hair colouring 17
SECTION 4 SUMMARY OF BRANDS: NUMBERS, LEADERS AND MARKET SHARES 18
Introduction and summary 18
TABLE 10 Summary profile of haircare brands 18
TABLE 11 Top haircare companies 18
TABLE/GRAPH 12 Nigerian haircare market, % sales, foreign and local 19
Levels of brand awareness 19
TABLE 13 Top brands in relaxers, Nigeria ( names) 20
TABLE 14 Top brands in treatments, Nigeria ( names) 21
TABLE 15 Top brands in liquids, Nigeria ( names) 21
TABLE 16 Top brands in colourants, Nigeria ( names) 22
SECTION 5 PRODUCT PURCHASING CRITERIA, AND PRODUCT DEMANDS 23
Introduction and summary 23
TABLE 17 Brands and product purchasing criteria 23
TABLE 18 Benchmarks of product quality 23
Price/quality ratio 24
Product safety and relaxers 24
Safety and imports 24
Consumers with unmet relaxer needs 24
TABLE 19 Hair products, Nigerian consumers’ top demands 25
Unit sizes an issue 25
Impact on sales by counterfeits and fakes 25
Word of mouth 25
Inconsistent availability 26
Successful marketing 26
SECTION 6 PROFILES OF COMPANIES AND BRANDS IDENTIFIED 27
Introduction and summary 27
TABLE 20 Profiles of top haircare companies, Nigeria ( names) 27
TABLE 21 Profiles of other haircare companies, Nigeria ( names) 28
Lack of brand awareness by wholesalers 28
Experts comments on brands leaders (i) imports 28
Experts comments on brands leaders (ii) local 29
Experts comments on brands (iii) 29
SECTION 7 PROFILES OF EXPERTS INTERVIEWED 30
Introduction and summary 30
Languages 30
TABLE 22 Profile of the experts interviewed in Nigeria type of business 30
TABLE 23 Profile of the experts interviewed in Nigeria by reach and clients 31
Market organization and specialization of experts represented 31
The level of sales of experts interviewed 31
Diagonal Reports qualified listings 32
SECTION 8 SUPPORT DATA ON THE NIGERIA’S HAIRCARE MARKET 33
Introduction and summary 33
TABLE 24 Value of haircare market Nigeria 33
“Average” spending on hair care 33
TABLE 25 Relaxer spending by women 15 to 64 years 33
Type of hair determines level of spending 34
Women’s salon spending 34
TABLE 26.0 Price differentials for selected relaxer brands 35
TABLE 26.1 Price differentials for selected haircare brands in NGN 35
Market structure, distribution of products 35
Industry works to raise quality standards 36
Representative bodies, trade and professional 36
Quality upgrades and leading representative organizations 36
Counterfeit products 36
SECTION 9 COUNTRY DATA, NIGERIA 37
TABLE 27 Country profile summary, Nigeria 37
TABLE 28 Country profile population by gender / age, Nigeria 38
TABLE 29 Country profile population by age, Nigeria 38
TABLE 30 Nigeria top cities and population 39
TABLE 31 Nigeria, the major holidays 39
Seasons 39
TABLE 32 Ethnic groups in Nigeria 40
TABLE 33 Religions in Nigeria 40
INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANISATIONS (REGULATORY, TRADE, PROFESSIONAL) 41
DIAGONAL REPORTS STATEMENT 43
Table of Contents
African beauty and wellness market reports
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Sub-Saharan African Beauty Buyer 2012
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HAIRCARE MARKET NIGERIA 2011 (RELAXERS, HAIR TREATMENTS, FOODS, STYLING)
April 2011
REPORT STRUCTURE 5
SECTION 1 SUMMARY OF DATA AND HEADLINE ISSUES 6
TABLE 1 Overview of haircare market, Nigeria 6
TABLE 2 Top haircare companies, 3 market leaders 6
TABLE/GRAPH 3 Haircare market (%) by product category 7
Market size is hard to quantify 7
Key issues for haircare market Nigeria 8
Expertise of experts interviewed 8
Currency 8
Date of publication 8
SECTION 2 MARKET SIZE, TRENDS / SALES VARIATIONS, AND DRIVERS 9
Introduction and summary 9
TABLE 4 Value of haircare market Nigeria 2009 to 2011 9
TABLE/GRAPH 5 Market sales variations Nigeria 2009 to 2011 10 Forecasts and historical trends 10
TABLE 6 Market drivers, positive and negative, Nigeria 11
Negatives 11
Young consumer population increasing 11
Wide choice of products and product ranges 11
Price sensitive 12
Product improvements 12
Impact of currency fluctuations 12
Substandard products and counterfeits 12
SECTION 3 NIGERIAN HAIRCARE MARKET BY PRODUCT CATEGORY 13
Introduction and summary 13
Definitions of wet and dry products 13
TABLE 7 Nigeria haircare sales (%) wet and dry 14
TABLE/GRAPH 8.0 Nigeria haircare sales (%) by product category 14
TABLE/GRAPH 8.1 Nigeria haircare value (€) by product category 15
Top haircare product category 15
Product category changes and seasonal variations 15
Relaxers 15
TABLE/GRAPH 9 Relaxer sales (%) by strength of formulations 16
Colouring products 17
Top selling colour shade 17
Social attitudes impact on hair colouring 17
SECTION 4 SUMMARY OF BRANDS: NUMBERS, LEADERS AND MARKET SHARES 18
Introduction and summary 18
TABLE 10 Summary profile of haircare brands 18
TABLE 11 Top haircare companies 18
TABLE/GRAPH 12 Nigerian haircare market, % sales, foreign and local 19
Levels of brand awareness 19
TABLE 13 Top brands in relaxers, Nigeria ( names) 20
TABLE 14 Top brands in treatments, Nigeria ( names) 21
TABLE 15 Top brands in liquids, Nigeria ( names) 21
TABLE 16 Top brands in colourants, Nigeria ( names) 22
SECTION 5 PRODUCT PURCHASING CRITERIA, AND PRODUCT DEMANDS 23
Introduction and summary 23
TABLE 17 Brands and product purchasing criteria 23
TABLE 18 Benchmarks of product quality 23
Price/quality ratio 24
Product safety and relaxers 24
Safety and imports 24
Consumers with unmet relaxer needs 24
TABLE 19 Hair products, Nigerian consumers’ top demands 25
Unit sizes an issue 25
Impact on sales by counterfeits and fakes 25
Word of mouth 25
Inconsistent availability 26
Successful marketing 26
SECTION 6 PROFILES OF COMPANIES AND BRANDS IDENTIFIED 27
Introduction and summary 27
TABLE 20 Profiles of top haircare companies, Nigeria ( names) 27
TABLE 21 Profiles of other haircare companies, Nigeria ( names) 28
Lack of brand awareness by wholesalers 28
Experts comments on brands leaders (i) imports 28
Experts comments on brands leaders (ii) local 29
Experts comments on brands (iii) 29
SECTION 7 PROFILES OF EXPERTS INTERVIEWED 30
Introduction and summary 30
Languages 30
TABLE 22 Profile of the experts interviewed in Nigeria type of business 30
TABLE 23 Profile of the experts interviewed in Nigeria by reach and clients 31
Market organization and specialization of experts represented 31
The level of sales of experts interviewed 31
Diagonal Reports qualified listings 32
SECTION 8 SUPPORT DATA ON THE NIGERIA’S HAIRCARE MARKET 33
Introduction and summary 33
TABLE 24 Value of haircare market Nigeria 33
“Average” spending on hair care 33
TABLE 25 Relaxer spending by women 15 to 64 years 33
Type of hair determines level of spending 34
Women’s salon spending 34
TABLE 26.0 Price differentials for selected relaxer brands 35
TABLE 26.1 Price differentials for selected haircare brands in NGN 35
Market structure, distribution of products 35
Industry works to raise quality standards 36
Representative bodies, trade and professional 36
Quality upgrades and leading representative organizations 36
Counterfeit products 36
SECTION 9 COUNTRY DATA, NIGERIA 37
TABLE 27 Country profile summary, Nigeria 37
TABLE 28 Country profile population by gender / age, Nigeria 38
TABLE 29 Country profile population by age, Nigeria 38
TABLE 30 Nigeria top cities and population 39
TABLE 31 Nigeria, the major holidays 39
Seasons 39
TABLE 32 Ethnic groups in Nigeria 40
TABLE 33 Religions in Nigeria 40
INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANISATIONS (REGULATORY, TRADE, PROFESSIONAL) 41
DIAGONAL REPORTS STATEMENT 43
Table of Contents
African beauty and wellness market reports
Hair and Skincare Market Reports
Buy This Report