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: 108 | Publication date: Oct 2007
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
Cosmetics and toiletries industry in Kenya remains vibrant
The cosmetics and toiletries industry in Kenya dates from the 1960s when multinationals – Unilever, PZ Cussons and Sara Lee – first entered the country, and, after years of trading, these companies have now become established. The industry was given a substantial boost in 1999 through the liberalisation of the economy. This led to an improvement in social and economic conditions in the country and rising disposable income, all of which subsequently boosted demand for cosmetics and toiletries. Consumers also became better informed about the variety of products available through increased advertising and marketing as the cosmetics and toiletries industry became more vibrant.
The Kenyan cosmetics and toiletries industry is mostly dominated by multinationals such as Johnson & Johnson, Beiersdorf, and PZ Cussons. However, due to the high costs of production in the country, Johnson & Johnson and Colgate-Palmolive withdrew their manufacturing plants from Kenya and are now represented by direct subsidiaries or appointed distributors. This lack of direct representation within the country provided local companies with the opportunity to grow and market their products more aggressively which has contributed to industry growth and more favourable pricing.
Skin care and bath and shower products lead the way
Skin care and bath and shower products were the most dynamic ranges in 2006 mainly due to increased activity including new entrants, promotions, advertising and outdoor marketing. These products accounted for just under half of total value sales in 2006 as they appeal to a wide consumer base and are used on a daily basis. Sales of these products grew alongside improvements in the economic climate in the country, as consumers became better off, and also because of the rising trend towards Westernisation.
Multinationals dominate the cosmetics and toiletries industry in Kenya
Multinationals, the main players in cosmetics and toiletries, are largely represented by direct subsidiary business operations or directly appointed distributors and through this mechanism, Johnson & Johnson, Beiersdorf, and PZ Cussons are strong players in most aspects of the industry. However, over the review period, local companies have rapidly increased their presence in hair care and skin care. They produce mass products enabling them to benefit from economies of scale and also have the advantage of local production and more direct, effective distribution networks. Local businesses also enjoy government support and their locally based factories give them access to opportunities and the ability to fend off threats at very low costs. In addition, leading local companies, such as Interconsumer Products, Haco and Buyline Complex manufacture their own products that are of a similar standard to those of multinationals in terms of quality and packaging.
Supermarkets/hypermarkets is the leading channel for cosmetics and toiletries
Supermarkets/hypermarkets is the leading distribution channel for cosmetics and toiletries in Kenya mainly due to the nature of these types of products – they are widely distributed and are accessed by many consumers. Most brands produced by local companies are mass and thus distributed widely and their sales were boosted by the growing number of supermarkets/hypermarkets over the review period. In rural areas, the absence of other distribution channels (specialists, pharmacies, drugstores) has increased the significance of supermarkets/hypermarkets and kiosks, as these communities are often highly dependent upon these channels.
Natural ingredients expected to drive future sales of cosmetics and toiletries
Many users of cosmetics and toiletries prefer products that are produced from natural ingredients, a factor which has boosted sales of herbal brands. This trend was particularly prevalent in skin care, hair care, bath and shower products, oral hygiene, deodorants and baby care, all of which witnessed the introduction of herbal brands over the review period. This trend is expected to gather further momentum in the forecast period as companies will consider the introduction of herbal brands as a way of increasing their industry share.
Table of contents
COSMETICS AND TOILETRIES IN KENYA : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics and toiletries industry in Kenya remains vibrant
Skin care and bath and shower products lead the way
Multinationals dominate the cosmetics and toiletries industry in Kenya
Supermarkets/hypermarkets is the leading channel for cosmetics and toiletries
Natural ingredients expected to drive future sales of cosmetics and toiletries
KEY TRENDS AND DEVELOPMENTS
Improvements in distribution boost sales of cosmetics and toiletries
Increased share for local companies
Multinationals account for the majority of advertising expenditure
Baby care and colour cosmetics now available via the grocery channel
Natural products gain a foothold
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
DEFINITIONS
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Baby Care by Subsector: Value 2001-2006
Table 11 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 12 Baby Care Company Shares by Retail Value 2002-2006
Table 13 Baby Care Brand Shares by Retail Value 2003-2006
Table 14 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 15 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 16 Baby Care Premium Vs Mass % Analysis 2001-2006
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 17 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 18 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 19 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 20 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 21 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 22 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 23 Bath and Shower Products Premium Vs Mass % Analysis 2001-2006
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 24 Sales of Deodorants by Subsector: Value 2001-2006
Table 25 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 26 Deodorants Company Shares by Retail Value 2002-2006
Table 27 Deodorants Brand Shares by Retail Value 2003-2006
Table 28 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 29 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 30 Deodorants Premium Vs Mass % Analysis 2001-2006
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Hair Care by Subsector: Value 2001-2006
Table 32 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 33 Hair Care Company Shares by Retail Value 2002-2006
Table 34 Hair Care Brand Shares by Retail Value 2003-2006
Table 35 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 36 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 37 Hair Care Premium Vs Mass % Analysis 2001-2006
Table 38 Salon Hair Care Company Shares by Retail Value 2002-2006
Table 39 Salon Hair Care Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 41 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 42 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 43 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 44 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 45 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 46 Colour Cosmetics Premium Vs Mass % Analysis 2001-2006
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 47 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 48 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 49 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 50 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 51 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 52 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 53 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 54 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 55 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 56 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 57 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 58 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 59 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 60 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 61 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 62 Sales of Fragrances by Subsector: Value 2001-2006
Table 63 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 64 Fragrances Company Shares by Retail Value 2002-2006
Table 65 Fragrances Brand Shares by Retail Value 2003-2006
Table 66 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 67 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 68 Sales of Skin Care by Subsector: Value 2001-2006
Table 69 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 70 Sales of Facial Care by Subsector: Value 2001-2006
Table 71 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 72 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 73 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 74 Sales of Body Care by Subsector: Value 2001-2006
Table 75 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 76 Skin Care Company Shares by Retail Value 2002-2006
Table 77 Skin Care Brand Shares by Retail Value 2003-2006
Table 78 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 79 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 80 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 81 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 82 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 83 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 84 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 85 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 86 Skin Care Premium Vs Mass % Analysis 2001-2006
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 87 Sales of Depilatories by Subsector: Value 2001-2006
Table 88 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 89 Depilatories Company Shares by Retail Value 2002-2006
Table 90 Depilatories Brand Shares by Retail Value 2003-2006
Table 91 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 92 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 93 Sales of Sun Care by Subsector: Value 2001-2006
Table 94 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 95 Sun Care Company Shares by Retail Value 2002-2006
Table 96 Sun Care Brand Shares by Retail Value 2003-2006
Table 97 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 98 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 99 Sun Care Premium Vs Mass % Analysis 2001-2006
PZ CUSSONS PLC
Strategic Direction
Key Facts
Summary 1 PZ Cussons East Africa Ltd: Key Facts
Company Background
Competitive Positioning
Summary 2 PZ Cussons East Africa Ltd: Competitive Position 2006
BEIERSDORF EAST AFRICA LTD
Strategic Direction
Key Facts
Summary 3 Beiersdorf East Africa Ltd: Key Facts
Company Background
Competitive Positioning
Summary 4 Beiersdorf East Africa Ltd: Competitive Position 2006
THE COLGATE PALMOLIVE COMPANY
Strategic Direction
Key Facts
Summary 5 Colgate-Palmolive (East Africa) Ltd: Key Facts
Summary 6 Colgate-Palmolive (East Africa) Ltd: Operational Indicators
Company Background
Competitive Positioning
Summary 7 Colgate-Palmolive (East Africa) Ltd: Competitive Position 2006
RECKITT BENCKISER PLC
Strategic Direction
Key Facts
Summary 8 Reckitt Benckiser East Africa Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 9 Reckitt Benckiser East Africa Ltd: Competitive Position 2006