Cosmetics And Toiletries in Kenya
Euromonitor International's Cosmetics And Toiletries in Kenya market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 117 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Good growth in 2007 with expanding economy
Cosmetics and toiletries performed well in 2007, with sales in Kenya creating the foundation for cosmetics and toiletries sales in the wider East African region. It is expected that this good performance will continue, driven by an expanding economy and improving consumer disposable incomes. Also boosting sales was the improved and sustained promotional efforts by players. Cosmetics and toiletries accounts for a sizeable chunk of advertising and media expenditure in the country.
There was also a trend towards natural products or products that have natural ingredients, with herbal variants increasingly common on store shelves. These ingredients commonly include herbs such as eucalyptus, myrrh, sage and thyme and other ingredients such as lemon, aloe vera and tea tree oil.
Growth in mid- and high-income consumers
There was expansion in mid-income groups during the review period. Due to an improved economic performance, people are increasingly able to afford what were previously considered luxuries. Kenya is a country of extremes, with extreme wealth alongside extreme poverty. There is a small group of extremely wealthy individuals, even by western standards, whilst over 60% of the population is extremely poor, living on less than a dollar a day. Within this situation, an emergent middle class is developing, with greater incomes and more sophisticated tastes. This group is the major consumers of cosmetics and toiletries in the country and is growing rapidly. The prospects for growth are thus very positive.
Multinationals continue to dominate
Cosmetics and toiletries is dominated by major multinationals. These huge companies have local offices and branches that coordinate the marketing of their products. Major companies in this regard include Unilever, Beiersdorf, Colgate-Palmolive and The Gillette Co. Local producers have a smaller presence and primarily focus on lower-end cosmetics and toiletries. Many local players are meanwhile importers and distributors of premium imported brands.
Modern retail formats start to take share away from traditional channels
Growth in retail was a boon to cosmetics and toiletries during the review period. The concept first supermarkets/hypermarkets evolved and major retail chains such as Nakumatt now offer all consumers need under one roof, which revolutionised the shopping experience. In addition, chains are converting stores into 24hr shopping outlets, enabling shoppers to get anything they want, any time they want it. This moved distribution from more traditional channels, as producers seek shelf space in the major retail chains.
Sales will remain healthy with growth in premium products
The future is bright for cosmetics and toiletries, with growth expected across the board. This can be attributed to a number of factors, including an improved economic environment, the improved incomes of consumers and stronger promotional efforts by players. As the economy expands and people’s income rises, cosmetics and toiletries will become more prominent on consumers’ shopping lists, which augurs well for cosmetics and toiletries as a whole. People are also becoming more discerning and demanding, which should boost premium products.
Table of contents
COSMETICS AND TOILETRIES IN KENYA : MARKET INSIGHT
EXECUTIVE SUMMARY
Good growth in 2007 with expanding economy
Growth in mid- and high-income consumers
Multinationals continue to dominate
Modern retail formats start to take share away from traditional channels
Sales will remain healthy with growth in premium products
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 14 Sales of Baby Care by Subsector: Value 2002-2007
Table 15 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 16 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 17 Baby Care Company Shares by Retail Value 2003-2007
Table 18 Baby Care Brand Shares by Retail Value 2004-2007
Table 19 Baby Care Premium Brand Shares 2007
Table 20 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 21 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 22 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 23 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 24 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 26 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 27 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Deodorants by Subsector: Value 2002-2007
Table 32 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 33 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 34 Deodorants Company Shares by Retail Value 2003-2007
Table 35 Deodorants Brand Shares by Retail Value 2004-2007
Table 36 Deodorants Premium Brand Shares 2007
Table 37 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 38 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 39 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Retail Sales of Styling Agents by Type 2003-2007
Table 41 Sales of Hair Care by Subsector: Value 2002-2007
Table 42 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 43 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 44 Hair Care Company Shares by Retail Value 2003-2007
Table 45 Hair Care Brand Shares by Retail Value 2004-2007
Table 46 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 47 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 48 Hair Care Premium Brand Shares 2007
Table 49 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 50 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 51 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 53 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 54 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 55 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 56 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 57 Colour Cosmetics Premium Brand Shares 2007
Table 58 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 59 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 60 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 62 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 63 Sales of Men's Razors and Blades by Type 2005-2007
Table 64 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 65 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 66 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 67 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 68 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 69 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 70 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 71 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 72 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 73 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 74 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 75 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 76 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 77 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 78 Sales of Fragrances by Subsector: Value 2002-2007
Table 79 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 80 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 81 Fragrances Company Shares by Retail Value 2003-2007
Table 82 Fragrances Brand Shares by Retail Value 2004-2007
Table 83 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 84 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 85 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 86 Sales of Skin Care by Subsector: Value 2002-2007
Table 87 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 88 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 89 Skin Care Company Shares by Retail Value 2003-2007
Table 90 Skin Care Brand Shares by Retail Value 2004-2007
Table 91 Skin Care Premium Brand Shares 2007
Table 92 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 93 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 94 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 95 Sales of Depilatories by Subsector: Value 2002-2007
Table 96 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 97 Depilatories Company Shares by Retail Value 2003-2007
Table 98 Depilatories Brand Shares by Retail Value 2004-2007
Table 99 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 100 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 101 Sales of Sun Care by Subsector: Value 2002-2007
Table 102 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 103 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 104 Sun Care Company Shares by Retail Value 2003-2007
Table 105 Sun Care Brand Shares by Retail Value 2004-2007
Table 106 Sun Care Premium Brand Shares 2007
Table 107 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 108 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 109 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012
BUYLINE INDUSTRIES LTD
Strategic Direction
Key Facts
Summary 2 Buyline Industries Ltd: Key Facts
Company Background
Production
Competitive Positioning
HACO INDUSTRIES KENYA LTD
Strategic Direction
Key Facts
Summary 3 Haco Industries Kenya Ltd: Key Facts
Summary 4 Haco Industries Kenya Ltd: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 5 Haco Industries Kenya Ltd: Competitive Position 2007
INTERCONSUMER PRODUCTS KENYA LTD
Strategic Direction
Key Facts
Summary 6 Interconsumer Products Kenya Ltd: Key Facts
Summary 7 InterConsumer Products: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 8 Inter Consumer Products: Competitive Position 2007