Food & Personal Care market in Nigeria

Name: eCommerce Market Analytics: Personal Care eCommerce in Nigeria
Creator: ecommerceDB

The Nigerian Food & Personal Care eCommerce market is predicted to reach US$967.4 million by 2023 and accounts for 12.7% of the total eCommerce market in Nigeria. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 8.4%, resulting in a projected market volume of US$1,336.0 million by 2027. Within the Food & Personal Care market ecommerceDB considers the following two sub-markets: Personal Care and Food & Beverages.

Overview
Market development
Top stores
Market definition

Market development

eCommerce revenue development in the Personal Care market in Nigeria

The Nigerian Personal Care eCommerce market is predicted to reach US$674.8 million by 2023 and accounts for 69.8% of the Food & Personal Care eCommerce market in Nigeria. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 10.2%, resulting in a projected market volume of US$994.3 million by 2027. The Personal Care eCommerce market is a sub-market of the Food & Personal Care market. Further categories within the Food & Personal Care market are: Food & Beverages.

eCommerce revenue development in the Personal Care market in Nigeria

in million US$, in %

Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war

Source: Statista Market Insights, ecommerceDB

	2020	2021	2022	2023	2024	2025	2026	2027
Revenue (in mUS$)	0.0	0.0	0.0	0.0	0.0	0.0	0.0	0.0
Growth (in %)	47.8	21.2	99.6	23.6	76.4	34.7	4.4	99.4
AOV (in US$)	17.3	97.7	23.9	46.1	44.5	86.1	52.8	48.4
CVR (in %)	47.8	21.2	99.6	23.6	76.4	34.7	4.4	99.4

AOV: Average Order Value CVR: Conversion Rate

Top stores

Top five Personal Care online stores in Nigeria by net sales 2021

With sales in the Nigerian Personal Care market, chrisvicmall.com generated a revenue of US$3.8 million in 2021, which means it is the leading online store in this market. In second place is jumia.com.ng with a revenue of over US$2.9 million, followed by fragrances.com.ng with a revenue of US$1.0 million. Altogether, the top three online stores account for a market share of about 66.2% within the top 25 stores of the given market. The Personal Care ranking of Nigeria is based on all online stores that generated sales in this market in 2021. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Personal Care market in Nigeria in 2021

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ecommerceDB analysis

	no-access-0	no-access-1	no-access-2	no-access-3	no-access-4
Filtered revenue (in mUS$)	900.0	550.0	470.0	430.0	370.0
Share of global revenue (in %)	20.7	12.0	3.9	20.6	20.7
Global revenue (in mUS$)	8,300.0	4,600.0	1,190.0	2,122.0	1,814.0
Growth global revenue (in %)	8.3	12.4	33.6	18.0	12.6

See further stores

Worldwide - Personal Care Nigeria - Personal Care Nigeria - All Categories

Market definition

Definition of the Personal Care market within the Food & Personal Care market

Market definition: Food & Personal Care > Personal Care The category Personal Care refers to the commercial (B2C) sales of beauty products (cosmetics and fragrances), over-the-counter (OTC) medical and pharmaceutical products (e.g., vitamins and minerals; analgesics), personal care items (e.g., eye care, oral care), and household care products (e.g., detergents, insecticides, and paper tissues) sold via digital channels. These include internet retailers (e.g., amazon.com), online pharmacies, online stores of drugstores, and other individual traders (e.g., cvs.com, bathandbodyworks.com). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

Hair care
Bathing products
Deodorants
Oral care
Shaving products

Out-of-scope

Professional products and services

Select sub-market

Food & Personal Care
- Food & Beverages
  - Beverages
    - Alcoholic Drinks
      - Beer
      - Cider, Perry & Rice Wine
      - Other Alcoholic Drinks *
      - Spirits *
      - Wine *
    - Hot Drinks *
      - Cocoa *
      - Coffee *
      - Tea *
    - Non-Alcoholic Drinks
      - Bottled Water
      - Juices *
      - Other Non-Alcoholic Drinks *
      - Soft Drinks
    - Other Beverages *
  - Food
    - Bread & Cereal Products
      - Bread
      - Breakfast Cereals *
      - Other Bread & Cereal Products *
      - Pasta
      - Rice *
    - Confectionery & Snacks
      - Confectionery
      - Other Confectionery & Snacks *
      - Snack Food
    - Convenience Food
      - Ready-to-Eat Meals
      - Soups *
    - Dairy Products & Eggs
      - Cheese
      - Eggs *
      - Milk *
      - Other Dairy Products & Eggs *
      - Yogurt *
    - Fish & Seafood
      - Fresh Fish
      - Fresh Seafood *
      - Processed Fish & Seafood *
    - Fruits & Nuts
      - Fresh Fruits
      - Nuts *
      - Processed & Frozen Fruits *
    - Meat
      - Fresh Meat
      - Processed Meat
    - Oils & Fats *
      - Butter *
      - Edible Oils *
      - Margarine *
      - Other Oils & Fats *
    - Sauces & Spices *
      - Spices & Culinary Herbs *
      - Tomato Ketchup *
    - Spreads & Sweeteners
      - Other Spreads & Sweeteners *
      - Spreads *
      - Sweeteners
    - Vegetables
      - Fresh Vegetables
      - Processed & Frozen Vegetables *
- Personal Care
  - Beauty Care
  - Body Care
  - Eye Care
    - Contact Lenses
    - Spectacle Lenses
  - Hair Care
  - Health Care
    - Analgesics
    - Cold & Cough Remedies
    - Digestives & Intestinal Remedies
    - Hand Sanitizer
    - Incontinence *
    - Other Health Care
    - Skin Treatment
    - Vitamins & Minerals
  - Household Care
    - Dishwashing Detergents
    - Household Cleaners
    - Household Paper
    - Laundry Care
    - Other Household Care
    - Paper Tissues *
    - Polishes, Room Scents & Insecticides
    - Toilet Paper
      - Standard Toilet Paper
      - Wet Toilet Paper *
  - Oral Care
  - Other Personal Care
  - Skin Care
    - Body
    - Face (Skin Care)
    - Prestige Skin Care
    - Sun Protection *

* Not available for the selected country