Although the African hair care market has been severely impacted by the covid-19 pandemic, daily hair care remains important to African consumers. As a result, it continues to grow.
According to Technavio, African hair care sales are expected to grow by 6.35% annually until 2026, reaching $994 billion. As I wrote in last year’s column, some of the drivers of change at the height of the covid-19 pandemic were restrictions. The rise of at-home hair care is currently being impacted by easing lockdowns and restrictions due to the pandemic. Salons are opening and professional hair care and services are on the rise.
The competitive landscape is changing, and these changes are being accelerated by the evolving lifestyles of consumers who take a healthier and more sustainable approach to living and consuming. There is now a conscious focus on a healthier, more active and conscious lifestyle. People are eating better, exercising more and preferring natural and organic alternatives. Awareness of the use of natural oils has led consumers to prefer natural and free options.
The report covers major hair care categories including 2-in-1 products, shampoos, hair color, conditioners, treatments, hair removal products, perms and relaxants, and salon specialty hair care and hair styling products. Our target markets are South Africa, Nigeria, Kenya and the rest of Africa. Euromonitor concludes that conditioners and treatments are the fastest growing category.
African consumers are encouraged to embrace and celebrate natural afro textured hair.The natural hair movement has helped transform the market. In response, brands and retailers are offering more products aimed at natural Afro hair care products.
According to Statistica’s report on e-commerce in Africa, there are 281 million online shoppers in Africa, and sales have increased by nearly 53%. The continent’s major e-tail players such as Jumia, Takealot.com and Konga.com stand out. Combined, we have approximately 393 million website visitors.
According to Technavio, the influence of social media and blogs, as well as the increasing demand for hair extensions and wigs, will lead to considerable demand in the market. Entrepreneurs agree. Natural Her Nigerian Ifea Makha Her Umeike said her online presence and social her media were pivotal to launching her business and used it to drive influence and growth. I’m here.
“We released the product in 2011, a year after we launched the blog,” Umeike explains. “At the time, we relied on blog readers and Facebook groups with about 10,000 followers and he with 3,000 followers.”
The market is expanding for other reasons as well. CONSUMER-FOCUS HAIR CARE The female entrepreneur with her brand is responding to African customers’ demands for healthy hair. Technavio points out that more startups by women entrepreneurs in the region will be a major growth driver in the coming years.
Multinationals such as Amka Products, Combe, Henkel, Johnson & Johnson, L’Oréal, Revlon, Shiseido, Estée Lauder, Procter & Gamble, and Unilever are now local, offering consumer-focused products that are cheaper than big brands. competing with companies.
Euromonitor researchers say consumers are increasingly turning to smaller manufacturers, especially in Africa, as they perceive multinationals as unable to offer bespoke products. The perception that smaller players were using natural products in a more sustainable way also worked in their favor.
Global inflation reached 7.4% this year, and inflation is also impacting Africa’s key hair care market. Inflation is 5.7% in South Africa, 16.1% in Nigeria and 7.2% in Kenya.
Niyati Patel, co-founder of Kenyan hair care brand Marini Naturals, said: “There is demand for natural hair care, but the African market is filled with high-priced imported products that the average person cannot afford. There are too many things left out.When asked why he started the brand.
In countries like Nigeria, where inflation is more than double the global index, the impact of this inflation spike is being felt along with other macroeconomic factors.
According to Euromonitor International’s report, Hair Care in Nigeria, “Volume growth has been much slower as the devaluation of the naira and high inflation have made imported brands more expensive, especially as consumers have less purchasing power.
Products are still distributed and purchased primarily in hypermarkets, pharmacies and supermarkets, but as the retail landscape in Africa evolves from small businesses to a modern online and offline retail environment, it is gaining a large market share. Their role in gaining is very important. This leaves an opportunity for both brands and retailers in the African hair care market as the population grows.
The African market is mass brand driven. However, rising disposable income means there is a need and demand for premium, high quality and personalized hair care products.
Seze Oriaikisao
Murray, Founder
office@maleeonline.com
Zeze Oriaikhi-Sao is an entrepreneur, influential speaker, popular brand consultant, freelance columnist and expert on innovation, sustainability and leadership in the cosmetics, luxury and start-up industries. Focused. Africa’s first global luxury Her fragrance and body care As founder of her brand Marais and as a member of the advisory board of her Innocos, her summit of global beauty innovation, Oriaikhi-Sao is made in Africa established itself as a leader in the luxury goods market. She has been featured on her CNN, The Telegraph and The Daily Mail. She hosts the podcast ‘Third Culture Africans’ and inspires a large audience with her entrepreneurship and lifestyle insights on zezeonline.
