Haircare Market in Africa 2016-2020
About Beauty and Personal Care Products Market in Africa
South Africa and Nigeria were the key beauty and personal care markets in Africa in 2015, with other key countries such as Kenya also making their mark. Natural and traditional products have gained a lot of traction in Kenya. To that end, African black soap has gained considerable popularity in the market. The popularity of this product in Kenya and other parts of Africa stems from its ability to clear skin spots and blemishes. Since 2012, consumer interest in herbal products has increased in the region, which has led to the introduction of local brands across the continent; examples include House of Tara in Nigeria (private label), and Forever Clair in Ghana.
Technavio’s analysts forecast the haircare market in Africa to grow at a CAGR of 7.43% during the period 2016-2020.
Covered in this report
The report covers the present scenario and the growth prospects of the haircare market in Africa for 2016-2020. To calculate the market size, the report considers the revenue generated from the retail sales of haircare products to individual customers.
The market is divided into the following segments based on geography:
Technavio Announces the Publication of its Research Report – Haircare Market in Africa 2016-2020
Technavio recognizes the following companies as the key players in the haircare market in Africa: Amka Products, Procter & Gamble, L’Oréal, Tiger Brands, and Unilever.
Other Prominent Vendors in the market are: Avon, Combe, Conair, Estée Lauder, Godrej Consumer Products, Johnson & Johnson, Revlon, Shiseido, and TONI&GUY.
Commenting on the report, an analyst from Technavio’s team said: “One of the key trends for market growth will be leveraging the social media platforms. Social media marketing is being implemented extensively by almost every company to ensure enhanced product visibility. Facebook, Twitter, LinkedIn, Google+, WhatsApp, and YouTube are the most powerful social media platforms. L'Oréal launched its campaign named LoveMyColor in 2016 through a microsite LoveMyColor.com. This campaign was designed to relaunch the company's Dark and Lovely Fade Resist hair color brand for black women. The campaign is also featured on Instagram, Facebook, Pinterest, Twitter, and YouTube.”
According to the report, adoption in price-sensitive markets will be a key driver for market growth. Haircare is an integral part of African consumers as they continue to frequent domestic hair salons, which are in plenty across the key African economies. Haircare products, however, have had limited penetration in the absence of an organized retail ecosystem. Consumers across the region fall under varying income categories. In Nigeria, a key growth economy in Africa, per capita spending on haircare is around $1; in comparison, per capita spending on haircare is in the range of $12-$14 in the UK. To effectively explore the considerable growth potential, given the per capita spending and the affinity of African consumers for hair care, multiple vendors have launched scaled down versions of their products to make them more affordable and strengthen their brand equity. As a result, smaller pack sizes and sachets have gained considerable popularity in the region.
Further, the report states that side effects of hair styling products will be a challenge for the market. The hair styling products available in the market are either plant-derived or synthetic. One of the major components of synthetic dyes is paraphenylenediamine (PPD). It is used in dyes to enhance color and shine. However, this component can result in skin blisters, burns, and rashes. PPD is mainly used in hair dyes and is present in a majority of hair dyes available in South Africa. Another component of hair color is ammonia. High concentration of ammonia has been linked to health conditions such as asthma as it can exacerbate pre-existing breathing conditions. 4-Aminobiphenyl (4-ABP) is a hair dye by-product that has been linked to carcinogenic effects.
Amka Products, Procter & Gamble, L’Oréal, Tiger Brands, Unilever, Avon, Combe, Conair, Estée Lauder, Godrej Consumer Products, Johnson & Johnson, Revlon, Shiseido, TONI&GUY.
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