Nigerian perfume makers push for small packs to boost sales

Nigerian local perfume makers are battling for supremacy and market share especially in the mass market and are now packaging smaller packs to help for increased penetration of offerings and greater accessibility.

Perfume and deodorants segment of the Nigeria’s market have been flooded with foreign products, however, Nigerian local producers are now engaged in aggressive marketing strategy focus on small value packs.

A check at various fast moving and consumer goods stores showed perfumes in the market have been flooded with Nigerian local makers in small value “innovative” packs sold for between 200- 400 — called pocket perfumes

Until recently, smaller sized offerings mostly have come in packaged food, snacks and beverages.

A perfume seller at Boundary Market in Ajegunle told BusinessDay that there has been an increased demand from consumers for these kinds of products, and more consumers who cannot afford expensive personal care products seek out this type.

Perfumes and deodorants are under-served and under-penetrated markets in most categories in low income communities but smaller packs are a critical lever to expand reach.

Another Fast Moving Consumer Goods (FMCG) distributor said categories like instant noodles and personal care see faster movement in the small value segment than in their larger counterparts but the trend has moved recently to perfumes and deodorants.

She explained that she has more deodorants than perfumes in stock because more Nigerian consumers tend to use deodorants like perfume at the mass end of the market.

“Small value packs are as popular in metros as in rural markets. Small value packs help consumers to experiment more often. For a marketer, it is a definite opportunity to ensure that their brands continue to remain in the consumer’s monthly purchase baskets,” she added.

DAVID IBEMERE