Beauty and Personal Care in Kenya
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Kenya
Inflationary pressures place downwards pressure on baby and child-specific products
PZ Cussons steps up its expansion in Kenya, in line with the burgeoning birth rates
Baby wipes is the best performer, thanks to convenience offered to busy parents
Population growth and rising disposable incomes are anticipated to support category expansion
Stiff regulatory environment suppresses potential growth of baby products
Johnson & Johnson ceases talc-based powder sales amid cancer allegation scandal
Table 10 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 15 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Kenya
Kenya bans 400+ soaps and skin brighteners, creating growth opportunities for new bath and shower products
Pwani Oil launches innovative Sawa Chocolate soap to meet emerging trends
Traditionally popular bar soap sees rising competition from modern shower gel
Decreased sanitiser sales in a post-pandemic landscape push manufacturers into innovation
Inflation pushes demand for mass local brands
Bath additives face lowering demand, due to low awareness and unnecessary image
Inflation sees seven-month surge of prices of essential items, suppressing potential growth
Table 19 Sales of Bath and Shower by Category: Value 2017-2022
Table 20 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 22 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 23 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 24 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 25 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 26 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 27 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Kenya
Lip products start to see a revival, following the end of the era of face masks
The rising middle class continues to drive demand for colour cosmetics
Influx of counterfeit products confuse consumers and create challenges for premium brands
Generation Z drives manufacturers into innovation
Online shopping to continue gaining a foothold
Increased skin care usage reduces sales of facial make-up
Table 28 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 29 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 30 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
Table 31 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 32 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 33 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 34 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 35 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Table 36 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027
Deodorants in Kenya
Leading Nivea Deodorant stimulates sales with promotions and campaigns
Beiersdorf East Africa maintains its lead, thanks to the strength of its brands
Inflationary pressures lead to trading down trends
Stick formats slowly emerge, albeit from a very low base
Supermarkets maintain lead as main distribution channel
Consumers’ changing lifestyles drive the growth of deodorants
Table 37 Sales of Deodorants by Category: Value 2017-2022
Table 38 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 39 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 40 NBO Company Shares of Deodorants: % Value 2018-2022
Table 41 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 42 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 43 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 44 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 45 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Kenya
Increased demand for DIY hair removal methods boosts sales of depilatories
Reckitt Benckiser maintains leadership of depilatories, thanks to the strength of its Veet brand
Shift away from razors seen, as awareness of personal care and hygiene intensifies
Potential growth hampered by increased awareness of ingredients in some depilatory products
Trends towards Western lifestyles and modern methods of hair removal provide competition for depilatories
Table 46 Sales of Depilatories by Category: Value 2017-2022
Table 47 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 48 NBO Company Shares of Depilatories: % Value 2018-2022
Table 49 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 50 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 51 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Kenya
Perfume refilling trend eats into the potential profits of the big brands
Male consumers continue to push demand for fragrances
Many consumers shift to mass fragrances due to inflationary pressures
Emergence of fragrance enthusiasts will support the growth of premium brands over the forecast period
International brands tap into local growing demand for fragrances
Heightened demand for unique and affordable fragrances drives growth
Table 52 Sales of Fragrances by Category: Value 2017-2022
Table 53 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 54 NBO Company Shares of Fragrances: % Value 2018-2022
Table 55 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 56 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 57 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 58 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 59 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Kenya
Shift towards natural hair trends among consumers inspires innovation
New launch from Dark & Lovely meets evolving consumer demands
Growing awareness about harmful substances leads consumers to seek natural and free-from options
Slow but steady use of texturisers among the middle class
Brands use social media to stimulate sales, as the omnichannel grows in importance
Rising disposable incomes will drive demand for premium products
Table 60 Sales of Hair Care by Category: Value 2017-2022
Table 61 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 62 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 63 NBO Company Shares of Hair Care: % Value 2018-2022
Table 64 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 65 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 66 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 67 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 68 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 69 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 70 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Kenya
Positive developments in men’s grooming somewhat suppressed by inflationary pressures
Growing demand for men’s skin care to drive category growth
Hasbah Kenya Ltd maintains leadership in fragmented category due to success of iconic Gillette brand
Continued growth of e-commerce expected over the forecast period
Social media supports men’s grooming trend, as manufacturers develop new products
Growing demand for premium fragrances for men
Table 71 Sales of Men’s Grooming by Category: Value 2017-2022
Table 72 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 73 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 74 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 75 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 76 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 77 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 78 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 79 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Kenya
Partnerships continue to promote customer loyalty, such as seen with Colgate and its corporate social responsibility programmes
Brands target consumers with sustainable innovations and special offers
Mouthwashes/dental rinses remains a small and niche subcategory, with decreasing sales
Increasing demand for natural ingredients enhances the popularity of herbal toothpaste
Steady increasing demand for electric toothbrushes, albeit growing from a low base
Dental floss struggles to gain traction amidst rising oral care trend
Table 80 Sales of Oral Care by Category: Value 2017-2022
Table 81 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 82 Sales of Toothbrushes by Category: Value 2017-2022
Table 83 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 84 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 85 NBO Company Shares of Oral Care: % Value 2018-2022
Table 86 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 87 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 88 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 89 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 90 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Kenya
Multinationals tap into growing industry of skin care in Kenya
New product launches herald a strategy for players to meet rising consumer demands
Millennials drive sales in premium skin care, thanks to strength of social media marketing strategies
Domestic start-ups to make waves in the local industry
Brands go digital to boost sales in the modern environment
Organic, vegan, or plant-based ingredients propel growth in Korean skin care
Table 91 Sales of Skin Care by Category: Value 2017-2022
Table 92 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 93 NBO Company Shares of Skin Care: % Value 2018-2022
Table 94 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 95 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 96 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 97 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Kenya
Inflationary pressures dampen the growth of sunscreen – despite country’s hot climate
Brands venture into social media marketing to boost sales
The middle class continues to drive demand for premium sun care brands
Increasing product awareness to steer future growth
Distribution remains mainly through modern retailers, such as supermarkets and hypermarkets
Online retailing will contribute to steady growth over the forecast period
Table 98 Sales of Sun Care by Category: Value 2017-2022
Table 99 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 100 Sales of Sun Care by Premium vs Mass: % Value 2017-2022
Table 101 NBO Company Shares of Sun Care: % Value 2018-2022
Table 102 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 103 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 104 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 105 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Kenya
Growing potential noted, due to heightened demand for premium skin care
Influx of counterfeit products create confusion for consumers and competition for official brands
Increased inflation puts downwards pressure on potential sales of premium products
Influx of international brands expected over the forecast period
Men continue to push demand for premium fragrances
Improving lifestyles and rising incomes drive overall demand
Table 106 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 107 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 108 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 109 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 110 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 111 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Kenya
Increased inflation pushes demand for mass beauty and personal care
Companies target consumers with promotions to stay ahead of competition
Demand for convenient multipurpose products remains strong, due to low consumer spending power
Positive industry recovery in post-pandemic landscape
L'Oréal brands remain popular, thanks to wide portfolio and targeted products and formats
Demand to be driven by the low- and middle-income segments of consumers
Table 112 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 113 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 114 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 115 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 116 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 117 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027