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: Jul 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Kenyan cosmetics and toiletries market remains vibrant
The cosmetics and toiletries market in Kenya has generally improved with the continued liberalisation of the economy. There has been increased demand for cosmetics as consumers have become more affluent and better informed through advertising and marketing. 2008 was another good year for the industry with strong value growth, just slightly slower than 2007 as the market continued to develop. High inflation, however, continued to hamper progress, as the high value growth was also driven by notable price increases.
Skin care leads value growth
Within the industry, skin care is the most dynamic sector mainly due to increased activities, which include new entrants, promotions, advertisements and outdoor marketing. Anti-aging products are emerging with good prospects in the market, especially among affluent consumers. These products have contributed to the strong growth of overall skin care. It is becoming more common for both men and women to use anti-aging products to enhance their looks.
Multinationals dominate the Kenyan market but local companies gain ground
The main players in the Kenyan cosmetics and toiletries market are largely represented by direct subsidiary business operations or directly appointed distributors which encompass all product ranges for the companies they represent. The key brands are mostly those from multinationals such as Johnson & Johnson, Beiersdorf, and PZ Cussons. Nonetheless, for products such as hair care and skin care, the local companies have grown very rapidly over the review period.
Most local companies produce mass products and thus enjoy economies of scale. They also have the advantage of producing locally and having a more direct and effective distribution network. The local companies also enjoy government support and the fact that they are within the country means that they can access opportunities and fend off threats at very low costs. The local companies have produced substitutes that almost measure up to the international brands in terms of quality and packaging. Interconsumer Products, Haco and Buyline Industries were the leading local companies in cosmetics and toiletries up to 2008.
Supermarkets/hypermarkets remains the major distribution channel
For cosmetics and toiletries products, supermarkets/hypermarkets is the most popular distribution channel in Kenya mainly because of its wide availability across the country. Most brands produced by local companies are mass and thus distributed widely. The number of supermarkets has improved with existing ones opening branches countrywide and new ones entering. In rural areas and low market areas, the absence of the more specialised distribution channels, such as beauty specialist retailers or health and beauty retailers has made the existence of supermarkets/hypermarkets and kiosks important. Following supermarkets, the more traditional channels of independent small grocers and other grocery retailers are also quite popular in Kenya, especially in regions where supermarkets/hypermarkets’ penetration is not yet so strong.
Slow projected growth as inflation rises
Slow constant value growth is expected in the forecast period. This will still be an improvement over slight decline in constant value growth over the review period for the overall market, with inflation being the key driver pushing up prices and current value growth. Relatively weak purchasing power will continue to pose an obstacle to stronger market growth. Furthermore, various products are yet to really take off well with prospects more likely over the longer term.
Table of contents
COSMETICS AND TOILETRIES IN KENYA : MARKET INSIGHT
EXECUTIVE SUMMARY
Kenyan cosmetics and toiletries market remains vibrant
Skin care leads value growth
Multinationals dominate the Kenyan market but local companies gain ground
Supermarkets/hypermarkets remains the major distribution channel
Slow projected growth as inflation rises
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
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 2003-2008
Table 15 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 16 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 17 Baby Care Company Shares by Retail Value 2004-2008
Table 18 Baby Care Brand Shares by Retail Value 2005-2008
Table 19 Baby Care Premium Brand Shares 2005-2008
Table 20 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 21 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 22 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 23 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 24 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 26 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 27 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 28 Bath and Shower Products Premium Brand Shares 2005-2008
Table 29 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 30 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 31 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Deodorants by Subsector: Value 2003-2008
Table 33 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 34 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 35 Deodorants Company Shares by Retail Value 2004-2008
Table 36 Deodorants Brand Shares by Retail Value 2005-2008
Table 37 Deodorants Premium Brand Shares 2005-2008
Table 38 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 39 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 40 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 41 Sales of Hair Care by Subsector: Value 2003-2008
Table 42 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 43 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 44 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 45 Hair Care Company Shares by Retail Value 2004-2008
Table 46 Hair Care Brand Shares by Retail Value 2005-2008
Table 47 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 48 Hair Care Premium Brand Shares 2005-2008
Table 49 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 50 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 51 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 53 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 54 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 55 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 56 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 57 Colour Cosmetics Premium Brand Shares 2005-2008
Table 58 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 59 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 60 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 62 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 63 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 64 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 65 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 66 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 67 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 68 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 69 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 70 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 71 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 72 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 73 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 74 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 75 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 76 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 77 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 78 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 80 Sales of Fragrances by Subsector: Value 2003-2008
Table 81 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 82 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 83 Fragrances Company Shares by Retail Value 2004-2008
Table 84 Fragrances Brand Shares by Retail Value 2005-2008
Table 85 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 86 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 87 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 88 Sales of Skin Care by Subsector: Value 2003-2008
Table 89 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 90 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 91 Skin Care Company Shares by Retail Value 2004-2008
Table 92 Skin Care Brand Shares by Retail Value 2005-2008
Table 93 Skin Care Premium Brand Shares 2005-2008
Table 94 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 95 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 96 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 97 Sales of Depilatories by Subsector: Value 2003-2008
Table 98 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 99 Depilatories Company Shares by Retail Value 2004-2008
Table 100 Depilatories Brand Shares by Retail Value 2005-2008
Table 101 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 102 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 103 Sales of Sun Care by Subsector: Value 2003-2008
Table 104 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 105 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 106 Sun Care Company Shares by Retail Value 2004-2008
Table 107 Sun Care Brand Shares by Retail Value 2005-2008
Table 108 Sun Care Premium Brand Shares 2005-2008
Table 109 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 110 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 111 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013
HACO INDUSTRIES KENYA LTD
Strategic Direction
Key Facts
Summary 2 Haco Industries Kenya Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Haco Industries Kenya Ltd: Competitive Position 2008
BUYLINE INDUSTRIES LTD
Strategic Direction
Key Facts
Summary 4 Buyline Industries Ltd: Key Facts
Company Background
Production
Competitive Positioning
INTERCONSUMER PRODUCTS LTD
Strategic Direction
Key Facts
Summary 5 Interconsumer Products Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Interconsumer Products Ltd: Competitive Position 2008