BASF expands presence in sub-Saharan Africa

The expanded presence in the region involves a strengthened regional network of local expertise in marketing, research and sales, as well as the official opening of a state-of-the-art application laboratory in Nigeria at the beginning of 2019, says BASF.

“The sub-Saharan African personal care market is growing fast and holds great potential​,” Dirk Mampe, Vice President Personal Care Solutions Europe, confirms.

“With our increased presence in the region, we can be more responsive to the market and serve individual customer needs.​

“Being close to our customers, we aim to become their preferred partner for personal care in sub-Saharan Africa.”​

Sub-Saharan Africa market overview: Euromonitor​

According to a recent blog by market research firm Euromonitor International​, the region has registered 9% value growth in the recent period, despite economic and political challenges. The two biggest beauty and personal care markets in the region are South Africa followed by Nigeria.

Currently, Nigeria’s beauty market is half the size of that of South Africa, and the market size is estimated to be $1.5 billion.

“In Sub-Saharan Africa, the market for mass beauty and personal care products is bigger than the premium market and registering strong growth​.” says the firm.

“Consumers in these markets – especially the younger generation of consumers – spend on beauty and personal care and fashion and lifestyle products once they join the labour force to show their newly acquired success and status.​

“Social media and celebrity culture has a major influence on purchasing patterns – especially in countries such as Nigeria and Angola​.”

BASF puts the region in focus​

BASF’s new lab in Lagos, Nigeria will form a key part of the company’s planned regional headquarter for West Africa, according to the company.

“Located in Nigeria, one of the fastest growing beauty markets in the region, the laboratory will serve the needs of the personal care industry across all countries in sub-Saharan Africa​,” BASF confirms.

With the establishment of local competence in application and formulation technology, BASF says it intends to broaden its technical service for local consumer demands for hair and skin care applications.

Alongside this, the firm says it is planning to strengthen its local sales force and its network of distributors.

“With a synergistic service approach comprising application technology, marketing and sales, BASF will increase its agility and responsiveness towards the market​.”