Africa's Beauty Market

The cosmetics sector in Sub-Saharan Africa is expected to grow over the next two years. Overall, the African beauty and personal care market was estimated at €6.93 billion in 2012 and it currently increases between 8% and 10% per year against a global market growth rate of close to 4%. It is expected to reach €10 billion in 2017 when the continent's total population, the fastest growing in the world, will reach 1.2 billion inhabitants.

Although growth in the sector is global, Sub-Saharan Africa is marked by significant disparities between the countries in the region and therefore cannot be approached as a single market.

The largest market in the Sub-Saharan region, South Africa, represented €3 billion in revenue in 2012. The majority of sales in the country are made within structured distribution channels. By comparison, in other countries such as Kenya, only 15% of beauty and personal care products are sold in supermarkets.

In Nigeria, the beauty and personal care market could reach €2.5 billion by 2017 making Nigeria the sector's rising star in Sub-Saharan Africa.

Products for hair and body care are predominant on the beauty market in Sub-Saharan Africa, where face products and make-up remain marginal but have strong potential.

The beauty market is also divided by a demand for both local and international products. African consumers typically expect high quality products that are both reliable and affordable. Furthermore, consumers often alternate between local brands and international ones depending on local life-styles, customs and purchasing power.

Main source:
Beauty and personal care market in Africa: one billion people to care for! Roland Berger Strategy