Essential hygiene items lead fast-moving consumer goods purchases in Kenya, Nigeria, and South Africa, according to the GeoPoll Annual Report – The FMCG Landscape in Africa 2026.
Bath soaps and shower gels top consumer habits at 75%, followed closely by toothpaste and oral care products at 72%.
Skincare products stand at 42%, while deodorants and antiperspirants account for 38%.
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Regional variations show South Africa leading in deodorant purchases (57%) compared to Kenya (33%), as well as skincare (58%) versus Nigeria (36%).
Meanwhile, sanitary products and diapers sit at 35%, shampoo and hair care at 30%, and only 5% buy none.
