Finding the right route into Nigeria’s personal care market.
Consumer research to inform a personal care product launch in Nigeria, from audience segments to pricing and distribution.
Study at a glance
A new market. Different expectations.
A multinational FMCG company was planning to introduce a new personal care product into the Nigerian market. The client required reliable, data-driven insights to understand consumer preferences, price sensitivity, and competitive positioning across urban and semi-urban locations.
What would make the launch relevant?
Assess market demand and category awareness.
Identify key consumer segments and purchase drivers.
Test product concepts, pricing, and packaging options.
Inform go-to-market and distribution strategy.
Connecting consumer choices with retail realities
Interviews across six states, consumer discussions and retailer perspectives informed segmentation, pricing and distribution decisions.
Face-to-face CAPI interviews (n = 2,400) across 6 states
FGDs with target consumer segments
in-depth interviews with retailers and distributors
segmentation and cluster analysis
price sensitivity modeling
Four consumer segments. A more focused market entry.
Identified four distinct consumer segments with varying price and quality sensitivities.
From findings to action
Recommended optimal price range and packaging size for mass-market penetration. Provided region-specific insights that informed phased market entry.
A launch strategy shaped by local evidence.
The research directly informed the client's market entry strategy, reducing launch risk and enabling targeted marketing and distribution decisions across priority regions.
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