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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Kenya?
- Which are the leading brands in Kenya?
- How are products distributed in Kenya?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Kenya
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments.
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Baby and Child-Specific Products in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increased disposable incomes and population growth boosts category growth
Product development targets more discerning middle-class consumers
Increasing demand for diapers supports growth of baby wipes
PROSPECTS AND OPPORTUNITIES
Manufacturers must respond to demand for healthier and more sustainable products
Affordable, trusted brands to drive growth in baby and child-specific skin care
Multinational players will continue to drive growth with advertising and promotions
CATEGORY DATA
Table 10 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 15 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bath and shower accelerates in 2021 even as the pandemic eases.
Decreased demand for hand sanitisers as the pandemic eases.
Staple products such as bar soap gaining appeal as multi-purpose cleaner
PROSPECTS AND OPPORTUNITIES
Local brands driving growth alongside international players
Pace of product development with remain strong to meet growing demand
Growing demand for shower gels alongside bar soaps.
CATEGORY DATA
Table 19 Sales of Bath and Shower by Category: Value 2016-2021
Table 20 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 22 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 23 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 24 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 25 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 26 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Steady rise in current value sales as COVID-19 restrictions ease
Influx of counterfeit products pushing consumers towards premium brands
High cost of local products pushes consumers towards international brands
PROSPECTS AND OPPORTUNITIES
Avon to launch in Kenya to capture growing demand
Technological innovations in e-commerce to boost channel’s growth
Increasing demand for mask-friendly make-up
CATEGORY DATA
Table 27 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 28 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 29 Sales of Colour Cosmetics by Premium vs Mass: % Value 2016-2021
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 32 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 33 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 34 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Table 35 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2021-2026
Deodorants in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increased product innovations to meet consumer demand.
Rising demand for deodorant sticks
Women turn to the purchase men’s deodorants owing to good smell and durability
PROSPECTS AND OPPORTUNITIES
Steady growth due to eased pandemic restrictions
The middle-class segment to boost category growth.
Beiersdorf East Africa LTD to maintain lead in the forecast period.
CATEGORY DATA
Table 36 Sales of Deodorants by Category: Value 2016-2021
Table 37 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 38 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 39 NBO Company Shares of Deodorants: % Value 2017-2021
Table 40 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 41 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 42 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 43 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
Depilatories in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Reduced demand for razors and blades among high- and middle-income consumers
DIY Beauty and personal pampering continue to grow in popularity.
Middle classes driving growth in hair removers
PROSPECTS AND OPPORTUNITIES
Reopening of salon and beauty parlours to push growth in forecast period.
Reckitt Benckiser maintains leadership in the depilatories
Gillette brands to maintain popularity in razors and blades
CATEGORY DATA
Table 44 Sales of Depilatories by Category: Value 2016-2021
Table 45 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 46 NBO Company Shares of Depilatories: % Value 2017-2021
Table 47 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 48 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 49 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
Fragrances in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mass fragrances outperform premium fragrances as pandemic eases
Fragrance players migrate online to boost sales
Kenya attracts more foreign brands offering affordable perfumes
PROSPECTS AND OPPORTUNITIES
Fragrances to benefit from middle-class growth
Men growing demand for fragrances
Potential for local fragrance manufacturers to compete
CATEGORY DATA
Table 50 Sales of Fragrances by Category: Value 2016-2021
Table 51 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of Fragrances: % Value 2017-2021
Table 53 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 54 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 55 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 56 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 57 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Steady growth in sales post COVID-19.
Promotions are key for manufacturers to maintain retail volumes since COVID-19
Scalp care emerges boosting category growth
PROSPECTS AND OPPORTUNITIES
Middle classes to drive value growth in forecast period
Natural hair awareness among consumers to heighten growth
Social media marketing to be a key strategy for players through recovery.
CATEGORY DATA
Table 58 Sales of Hair Care by Category: Value 2016-2021
Table 59 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 60 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 61 NBO Company Shares of Hair Care: % Value 2017-2021
Table 62 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 63 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 64 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 65 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 66 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 67 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 68 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Men’s grooming growing due to changing lifestyles and awareness
Home grooming more popular in aftermath of COVID-19
Kenya’s growing middle classes boost demand for premium fragrances
PROSPECTS AND OPPORTUNITIES.
Barber shops pushing for the demand for aftershave products
An increase in demand for men’s toiletries is expected in the forecast period
Hasbah Kenya Ltd to face growing grooming
CATEGORY DATA
Table 69 Sales of Men’s Grooming by Category: Value 2016-2021
Table 70 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 71 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 72 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 73 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 74 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 75 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 76 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 77 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
Oral Care in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Steady increase in usage of oral care products as the pandemic wears off
Mouthwash driven by rising disposable incomes of middle classes
Herbal toothpastes gain popularity as demand for natural ingredients rises
PROSPECTS AND OPPORTUNITIES
Environmentally-conscious local players lead innovations
Declining oral care usage among rural consumers
Brands continue to increase consumer reach through advertisements and promotions.
CATEGORY DATA
Table 78 Sales of Oral Care by Category: Value 2016-2021
Table 79 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 80 Sales of Toothbrushes by Category: Value 2016-2021
Table 81 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 82 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 83 NBO Company Shares of Oral Care: % Value 2017-2021
Table 84 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 85 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 86 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 87 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 88 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Product innovation drives current value growth
New variant Garnier Vitamin C line taps into natural trend
Demand for acne treatments rises alongside cases of ‘maskne’
PROSPECTS AND OPPORTUNITIES
Potential for local players to meet specific consumer needs
Korean skin care brands to drive skin care category
Health and eco-conscious consumers push demand for natural products
CATEGORY DATA
Table 89 Sales of Skin Care by Category: Value 2016-2021
Table 90 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 91 NBO Company Shares of Skin Care: % Value 2017-2021
Table 92 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 93 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 94 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 95 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Rising awareness of sun care protection supports category performance
The rise of bleaching agents will support increased demand for sun care products
Sun care products remain a low priority for low income consumers in Kenya
PROSPECTS AND OPPORTUNITIES
Brands to venture into social media marketing to drive sales
The middle class continue pushing for premium brands.
Beiersdorf East Africa to maintain lead in the forecast period
CATEGORY DATA
Table 96 Sales of Sun Care by Category: Value 2016-2021
Table 97 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 98 Sales of Sun Care by Premium vs Mass: % Value 2016-2021
Table 99 NBO Company Shares of Sun Care: % Value 2017-2021
Table 100 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 101 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 102 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 103 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Increasing awareness of premium brands as income levels rise
Influx of counterfeit products pushes consumers to premium brands.
Men’s grooming is gaining ground, but remains small at the premium end for now
PROSPECTS AND OPPORTUNITIES
Steady increase in sales as post-pandemic normalcy returns post COVID-19
Heightened demand for premium skin care set to continue
PZ Cussons EA expected to maintain market leadership.
CATEGORY DATA
Table 104 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 105 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 106 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 107 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 108 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 109 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Mass Beauty and Personal Care in Kenya
KEY DATA FINDINGS
2021 DEVELOPMENTS
Positive industry recovery with easing of COVID-19 restrictions
L'Oréal East Africa to maintain market share lead in mass
Companies use advertising and promotions to stay ahead of the competition
PROSPECTS AND OPPORTUNITIES
Traditional retailers decline in popularity as consumers shift to e-commerce
Increasing demand for multi-purpose products among consumers
Health conscious consumers’ demand for more natural products pushes manufacturers to innovate
CATEGORY DATA
Table 110 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 111 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 112 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 113 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 114 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 115 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
See All of Our Definitions