The Future of Male Grooming in Nigeria

Jun 2, 2017

The Future of Male Grooming in Nigeria

We’ve carried out an interesting survey on the male grooming market in Nigeria, which is set to explode in size and popularity.

With its young population and increasing wealth, Nigeria continues to be an attractive market for African and international brands. Trendtype’s survey provides valuable insight for brands considering entering the market for the first time or launching new products there.

Our survey unveiled some interesting results:

  • 51% of 25-34 year olds use male grooming products to to feel good about themselves.
  • 60% of 14-17 year olds use male grooming products to make themselves more attractive to others.
  • Less than one in 20 Nigerian men think men shouldn’t use male grooming products at all.

When we asked Nigerian men what was most important for them, one third (34%) said they wanted to smell good and one third (31%) said they wanted to have good skin. A quarter of men rated having a good shave as the most important benefit. There is broad consumer support for male grooming across a range of male grooming product categories.

Age makes a difference to what men buy. Younger men like to mess with their hair. 18-24 year olds were most likely to have bought shampoo or hair styling products in the last month. 25-34 year olds were most likely to have bought aftershave and body moisturizer.

Only 6% of women rate good hair as the most important thing for a man to have. When we asked women what they wanted for their men, the clear winner – 42% of women – was smelling good. Younger men, it seems, may have a little to learn about what women want.

We found that gym goers buy more male grooming products. Nigerian men who say they exercise most days are four times more likely to have bought aftershave recently than those who never exercise. They are three times as likely to have bought face products and twice as likely to have bought body moisturizers.

Compared to the billions of naira spent on haircare and skincare for women the male grooming market is in Nigeria is tiny – we estimate it is no more than 5% of the size of the female ‘grooming’ market.

Nigerian men want to look good, feel good and smell good – one in three (35%) of Nigerian men believe they will spend more on body moisturizers in the next six months. The potential growth of male grooming in Nigeria is astonishing. But male grooming products are still merchandised as an afterthought in shops and the market is immature – leading brands will still need to educate consumers and the winners and losers among brands are yet to be decided.

In a first for Trendtype, we used a new platform to carry out this research:  the Sliide Airtime app.  Sliide sends personalised content to its users as soon as they wake their phone, including news and entertainment handpicked from local and international media sources – as well surveys. Trendtype used Sliide’s service to communicate directly with Nigerians and ask multiple in-depth questions about their habits, likes, dislikes and opinions.

Commenting on the survey

Ben Longman, analyst at Trendtype commented, “there are clear signs of strong growth potential for the male grooming market in Nigeria as consumers tell us they plan to spend more to look good and smell even better.”

If you’d like to know more, then please contact Ben Longman: media@trendtype.com, +44 (0)1202 843346

Download our brief on The Future of Male Grooming in Nigeria here.

 

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