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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Kenya

73 pages, Jul 2018

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Surge in demand for beauty and personal care driven by increased disposable income

The review period was marked by a stable, well connected middle class with increasing disposable income that ventured into trying out new products that were cost effective and which delivered value. Urbanisation and massive population growth has also provided a significant boost to beauty and personal care in Kenya.

Direct selling gaining popularity

Direct selling is increasingly being preferred by brands to market certain beauty products, in particular colour cosmetics. The recommendation of another woman or man during a face-to-face encounter is perceived as more likely to influence the choice of some beauty products than mainstream billboard or television advertising.

Counterfeit products remain a challenge

Premium brands are well differentiated from mass brands by their pricing. Premium brands are more expensive, their packaging is of a higher quality and they are largely sold through beauty and cosmetics retailers in Kenya.

Individualisation and targeted products with a focus on health-conscious consumers

Disposable incomes have risen, while there is greater knowledge and product awareness among Kenyan consumers gained from an increase in the number of marketing campaigns, more affordable products and a wider variety of product ranges to select from. Alongside this, consumers are increasingly demanding products that provide health benefits.

Outlook is positive with local brands expected to gain share

Multinationals are expected to maintain their lead in beauty and personal care over the forecast period. Their brands attract a broad consumer group as they are present across a variety of price segments and are well known and trusted, thanks to support from advertising campaigns.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Kenya for free:

The Beauty and Personal Care in Kenya market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Beauty and Personal Care in Kenya?
What are the major brands in Kenya?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

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Beauty and Personal Care in Kenya

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Kenya

HEADLINES

PROSPECTS

Mothers look for companies to disclose ingredients

Innovation led by health and environmental concerns

Consumers receptive to promotions and discounts

COMPETITIVE LANDSCAPE

Baby wipes continues to dominate the landscape

International brands maintain lead

Manufacturers going the extra mile on social media

CATEGORY DATA

Table 10 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 15 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Kenya

HEADLINES

PROSPECTS

Focus on added value

Liquid soap gaining popularity

Bar soap viewed as multipurpose

COMPETITIVE LANDSCAPE

In-store promotions and incentives expected to increase

Innovation in formulation and promotions

Move away from traditional advertising

CATEGORY DATA

Table 19 Sales of Bath and Shower by Category: Value 2012-2017
Table 20 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 22 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 23 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 24 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 25 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 26 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 27 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Kenya

HEADLINES

PROSPECTS

Focus on longevity and quality

Pop-up stores catching on

Brands to focus on health aware consumers

COMPETITIVE LANDSCAPE

Local brands compete with multinationals

International brands maintain leadership

Counterfeit cosmetics continues to hamper growth

CATEGORY DATA

Table 28 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 29 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 30 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 31 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 32 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 33 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 34 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 35 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 36 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Kenya

HEADLINES

PROSPECTS

In-store campaigns expected to increase

Shift toward natural ingredients expected

Roll-ons and sticks see dynamic growth

COMPETITIVE LANDSCAPE

Innovation in formulation

Billboard advertising expected to drive demand

Affordability and awareness remain a challenge

CATEGORY DATA

Table 37 Sales of Deodorants by Category: Value 2012-2017
Table 38 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 39 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 40 NBO Company Shares of Deodorants: % Value 2013-2017
Table 41 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 42 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 43 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 44 Forecast Sales of Deodorants by Premium vs Mass: % Value 2017-2022

Depilatories in Kenya

HEADLINES

PROSPECTS

Depilatories receiving growing interest

Younger generation show interest in depilatories

Affordable salon services limits demand for at-home products

COMPETITIVE LANDSCAPE

Veet maintains lead

Gillette provides wide offer and innovative products

Limited sales stifles competitive environment

CATEGORY DATA

Table 45 Sales of Depilatories by Category: Value 2012-2017
Table 46 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 47 NBO Company Shares of Depilatories: % Value 2013-2017
Table 48 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 49 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 50 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Kenya

HEADLINES

PROSPECTS

Active social media engagement

Mass fragrances still preferred by most consumers

Counterfeit perfumes hamper growth

COMPETITIVE LANDSCAPE

Local players taking on the multinationals

International retailers focus of premium fragrances

Mon Guerlain launched in Kenya

CATEGORY DATA

Table 51 Sales of Fragrances by Category: Value 2012-2017
Table 52 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 53 NBO Company Shares of Fragrances: % Value 2013-2017
Table 54 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 55 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 56 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 57 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 58 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Kenya

HEADLINES

PROSPECTS

Demand for local products on the rise

Growing number of professional salons

Consumers shift to hair salons and beauty specialist retailers

COMPETITIVE LANDSCAPE

Multinationals focusing on tailoring their products to meet the needs of locals

Local manufacturers taking on multinationals

Multinationals conducting intensive market research for new product development

CATEGORY DATA

Table 59 Sales of Hair Care by Category: Value 2012-2017
Table 60 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 61 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 62 NBO Company Shares of Hair Care: % Value 2013-2017
Table 63 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 64 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 65 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 66 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 67 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 68 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 69 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Kenya

HEADLINES

PROSPECTS

Growing demand for upper mass products

Diversification of mass skin care

Interest in natural products

COMPETITIVE LANDSCAPE

Skin care key to leader’s growth

Unilever targets natural trend

Rise of local products

CATEGORY DATA

Table 70 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 71 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 73 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 74 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 75 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Kenya

HEADLINES

PROSPECTS

Several factors behind growth of men’s grooming

Men’s skin care offers strong potential

Education key to growth of men’s shaving

COMPETITIVE LANDSCAPE

Gillette raises profile of men’s shaving

Nivea for Men retains lead

Distribution dominated by supermarkets

CATEGORY DATA

Table 76 Sales of Men’s Grooming by Category: Value 2012-2017
Table 77 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 78 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 79 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2017
Table 80 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 81 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 82 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 83 Forecast Sales of Men's Grooming by Category: Value 2017-2022
Table 84 Forecast Sales of Men's Grooming by Category: % Value Growth 2017-2022

Oral Care in Kenya

HEADLINES

PROSPECTS

Increased awareness behind the growth of oral care

Colgate-Palmolive supports free dental check-ups

Toothbrushes and toothpaste seen as daily essentials

COMPETITIVE LANDSCAPE

Colgate extends lead

GlaxoSmithKline on the rise

International brands control oral care

CATEGORY DATA

Table 85 Sales of Oral Care by Category: Value 2012-2017
Table 86 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 87 Sales of Toothbrushes by Category: Value 2012-2017
Table 88 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 89 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 90 NBO Company Shares of Oral Care: % Value 2013-2017
Table 91 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 92 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 93 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 94 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 95 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Kenya

HEADLINES

PROSPECTS

Strong growth in colour cosmetics and skin care

Rise in counterfeit products

Upper mass segment – threat or opportunity?

COMPETITIVE LANDSCAPE

Haco extends lead

Lintons Beauty World expands strongly

Digital media important in targeting key consumers

CATEGORY DATA

Table 96 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 97 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 98 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 99 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 100 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 101 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Kenya

HEADLINES

PROSPECTS

Skin care performing well off the back of marketing and promotions

Consumers go in search of natural ingredients

Milking jelly impedes the development of skin care

COMPETITIVE LANDSCAPE

Unilever retains lead

L’Oréal expands portfolio in Kenya

SheaMoisture launched

CATEGORY DATA

Table 102 Sales of Skin Care by Category: Value 2012-2017
Table 103 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 104 NBO Company Shares of Skin Care: % Value 2013-2017
Table 105 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 106 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 107 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 108 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Kenya

HEADLINES

PROSPECTS

Manufacturers increasingly being required to disclose ingredients

Increased disposable incomes expected to promote growth

Marketing activations on reformulations and brand awareness campaigns expected

COMPETITIVE LANDSCAPE

International brands maintain leadership

Price of sun care products still perceived as high

Direct selling gaining popularity

CATEGORY DATA

Table 109 Sales of Sun Care by Category: Value 2012-2017
Table 110 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 111 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 112 NBO Company Shares of Sun Care: % Value 2013-2017
Table 113 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 114 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 115 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 116 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 117 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Beauty and Personal Care in Kenya

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

SOURCES

Baby and Child-Specific Products in Kenya

HEADLINES

PROSPECTS

Mothers look for companies to disclose ingredients

Innovation led by health and environmental concerns

Consumers receptive to promotions and discounts

COMPETITIVE LANDSCAPE

Baby wipes continues to dominate the landscape

International brands maintain lead

Manufacturers going the extra mile on social media

CATEGORY DATA

Bath and Shower in Kenya

HEADLINES

PROSPECTS

Focus on added value

Liquid soap gaining popularity

Bar soap viewed as multipurpose

COMPETITIVE LANDSCAPE

In-store promotions and incentives expected to increase

Innovation in formulation and promotions

Move away from traditional advertising

CATEGORY DATA

Colour Cosmetics in Kenya

HEADLINES

PROSPECTS

Focus on longevity and quality

Pop-up stores catching on

Brands to focus on health aware consumers

COMPETITIVE LANDSCAPE

Local brands compete with multinationals

International brands maintain leadership

Counterfeit cosmetics continues to hamper growth

CATEGORY DATA

Deodorants in Kenya

HEADLINES

PROSPECTS

In-store campaigns expected to increase

Shift toward natural ingredients expected

Roll-ons and sticks see dynamic growth

COMPETITIVE LANDSCAPE

Innovation in formulation

Billboard advertising expected to drive demand

Affordability and awareness remain a challenge

CATEGORY DATA

Depilatories in Kenya

HEADLINES

PROSPECTS

Depilatories receiving growing interest

Younger generation show interest in depilatories

Affordable salon services limits demand for at-home products

COMPETITIVE LANDSCAPE

Veet maintains lead

Gillette provides wide offer and innovative products

Limited sales stifles competitive environment