Over the forecast period, bath and shower is projected to post healthy retail volume and value (constant 2023 prices) CAGRs, as consumer disposable incomes are set to increase with an improving economy. Whilst consumers were forced to reduce consumption or trade down in 2023, amid inflationary conditions, an improvement in the financial situation of households can be expected to grow interest in added-value or hitherto deemed non-essential bath and shower products.
A growing urban population is predicted to boost the demand for leading categories of bath and shower, such as bar soap, body powder and body wash/shower gel. There is still scope for growth even for the more mature category of bar soap, as many consumers still use unpackaged products.
Niche categories like bath additives and intimate hygiene are expected to see strong retail volume and value (constant 2023 prices) CAGRs over the forecast period, as economic improvement drives increased disposable incomes. Whilst such products are niche, Westernisation trends and growing visibility on retail shelves have sparked interest among Nigerian consumers.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Nigeria 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.
If you're in the Bath and Shower industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See All of Our DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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