Nigerian brands in this industry have an opportunity to revive the demand for personal care products
There is a demand for personal care products in Nigeria however, the growth in demand over the years 2021 and 2022 has not been significant across all categories. Some categories are performing better than others, but most remain within the same demand and sometimes lower demand from previous years. Brands should look to these trends to understand what might be driving the shifts in demand, and which segments are contributing to these shifts.
Our Kasi Insight Retail in Nigeria – COVID-19 Impact survey conducted amongst 2,531 respondents in 2021 and 2022 demonstrates the changes in consumer shopping habits in personal care products. The dataset sets to understand what products are in demand and the consumers driving this demand over time.
Younger Nigerian generations show more concern for personal health and wellness
Two personal care categories that have seen the most growth in demand between 2021 and 2022, have been vitamins/supplements and hair care products; in fact, both categories saw a growth in demand by 7%. These were closely followed by medicines/natural remedies, beauty/cosmetic products and deodorants which saw a growth in demand by 6% between 2021 and 2022.
Demand amongst age groups demonstrates stark differences and provides a clear indication as to who the consumers of specific categories are. Vitamin/supplement growth in demand is primarily driven by the youth, in particular Gen Z who are seeking health-conscious products for their personal care needs. Gen Z respondents drive the demand for vitamins/supplements with a growth in demand of 29% between 2021 and 2022. In contrast, Baby Boomer respondents significantly dropped their demand for vitamins/supplements by 12% between 2021 and 2022. For personal care brands, understanding consumer needs by demographic can be vital to targeting an audience. For example, brands that are health and wellness focused would likely perform well with a Gen Z audience.
Baby Boomers drive the demand for hair care products instead, with a growth in demand by 13% for hair care products between 2021 and 2022. Gen Z followed closely behind with a growth in demand by 12% however, other age groups saw a decline in demand, with Gen X seeing a drop in demand by 1% between 2021 and 2022. Hair care products could mean different things for different age groups; thus, brands should look to understand what types of hair care products are sought after. Baby Boomers could be looking for more hair coloring/hair loss products, while Gen Z could be searching for styling products.
Brands should target different demographics on using various marketing strategies
Nigerian consumers prefer TV as their source of information on new products and/or brands. Overall, 8% of the respondents use TV as a source of information on new products and/or brands. This is true for all age groups therefore, for personal care brands this would be the most effective advertising platform to reach audiences from all demographics. Following TV, Facebook is a popular source of information for Gen Z, with 9% of the respondents in this age group selecting this as a source used. For Baby Boomers this differs, with Radio being the second most popular source of information for 8% of the respondents in this age-group. Brands should look to these sources to target a specific demographic for their personal care products.
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