Estée Lauder was the leading fragrance brand on the Nigerian market in 2017, according to a report published by Business AM.
Quoting Euromonitor data, the report reveals that Lauder’s eponymous brand topped the charts followed by its Tommy Hilfiger and DKNY labels. Ranked fourth and fifth were Puig’s Paco Rabanne and Carolina Herrera. The majority of fragrances are bought in store, says Business AM, quoting Euromonitor with small grocery stores building custom at the expense of open-air markets.
Premium brands are projected to grow strongly as the market matures thanks to the growing middle class with their higher disposable incomes, large youth market and ongoing urbanisation. Many manufacturers are said to be shifting focus from the metropolitan areas where their presence is well established to rural markets with launches of more affordable pack sizes and brands.