Beauty and Personal Care in Kenya

June 2021
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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

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Kenya

KEY DATA FINDINGS

2020 IMPACT

COVID-19 slows growth as consumers cut spending in difficult economic circumstances
E-commerce is stimulated by COVID-19 as consumers look for contact-free shopping methods
Consumer creativity threatens growth

RECOVERY AND OPPORTUNITIES

L’Oréal retains lead with iconic and affordable brands
The organic trend is on the rise in Kenya
Companies increase promotional activities to entice price sensitive consumers

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Kenya

KEY DATA FINDINGS

2020 IMPACT

Growth slows as consumers down trade as a result of tough economic conditions
Middle class consumers drive sales in premium beauty and personal care
Restricted movement during COVID-19 hampers growth

RECOVERY AND OPPORTUNITIES

The return to normalcy in Kenya will fuel growth in the category
Brands engage in promotional activities to boost consumer spending
Rising consumer awareness and premium skin care offerings boost demand

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Kenya

KEY DATA FINDINGS

2020 IMPACT

Supply chain disruptions limit growth during COVID-19 pandemic
COVID-19 sparks an e-commerce boom as Kasha cashes in
Brands focus on advertising and promotions to stimulate interest

RECOVERY AND OPPORTUNITIES

Growth will be boosted by brand mergers on the horizon
Multinationals look set to move into Kenya through targeted acquisitions
The rise of general purpose wipes to constrain baby wipes

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 27 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Kenya

KEY DATA FINDINGS

2020 IMPACT

Rising health and hygiene awareness under COVID-19 boosts bath and shower
Growing demand for multipurpose soap and detergents to weaken growth
Demand for antibacterial products soars as consumers protect themselves from COVID-19

RECOVERY AND OPPORTUNITIES

Brand innovation to boost sales as demand for natural products rises
The return of hospitality will boost growth in bath and shower
Companies tap into rising urban demand as competition from local manufacturers heats up

CATEGORY DATA

Table 31 Sales of Bath and Shower by Category: Value 2015-2020 Table 32 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 34 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 35 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 36 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 37 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 38 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Kenya

KEY DATA FINDINGS

2020 IMPACT

COVID-19 limits opportunities for use of colour cosmetics
Salon closures hamper sales in colour cosmetics
Eye make-up proves more resilient and less affected by the use of face masks

RECOVERY AND OPPORTUNITIES

International and local players are fighting a losing battle with counterfeit products
Local players and new entrants tap into rising demand for colour cosmetics
Health and wellness trends stimulate sales of premium products

CATEGORY DATA

Table 39 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 40 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 41 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020 Table 42 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 44 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025 Table 47 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025

Deodorants in Kenya

KEY DATA FINDINGS

2020 IMPACT

Volume sales fall as consumers prioritise their spending
Stay at home orders restrict opportunities for deodorants use
COVID-19 shakes up the distribution landscape of deodorants

RECOVERY AND OPPORTUNITIES

Brands offer promotions to revive sales of deodorants
Beiersdorf to retain lead thanks to trusted and affordable brands
Deodorant sticks are on the rise as consumers prioritise antiperspirant properties

CATEGORY DATA

Table 48 Sales of Deodorants by Category: Value 2015-2020 Table 49 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 50 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 51 NBO Company Shares of Deodorants: % Value 2016-2020 Table 52 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 53 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 55 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025

Depilatories in Kenya

KEY DATA FINDINGS

2020 IMPACT

Women prefer razors but opt for multi-use blades over women’s razors and blades
Demographic shifts boost sales as salons close during the pandemic
Manufacturers embrace digital marketing strategies

RECOVERY AND OPPORTUNITIES

Reckitt Benckiser maintains lead thanks to consumer loyalty
Sales stimulated by the reopening of salons as life returns to normal in Kenya
Gillette remains top name in women’s razors and blades

CATEGORY DATA

Table 56 Sales of Depilatories by Category: Value 2015-2020 Table 57 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Depilatories: % Value 2016-2020 Table 59 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 60 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Kenya

KEY DATA FINDINGS

2020 IMPACT

Growth hampered by COVID-19 stay at home orders
Travel restrictions disrupt distribution networks in fragrances
Fragrances refill businesses gain traction as consumers opt for smaller pack sizes

RECOVERY AND OPPORTUNITIES

Consumers shift to locally manufactured brands in the wake of COVID-19
Teenage consumer segment to drive growth
Kenya’s expanding middle class spurs growth in premium fragrances

CATEGORY DATA

Table 62 Sales of Fragrances by Category: Value 2015-2020 Table 63 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 64 NBO Company Shares of Fragrances: % Value 2016-2020 Table 65 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 66 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 67 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 68 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Kenya

KEY DATA FINDINGS

2020 IMPACT

Salon closures constrain sales of hair care as consumers stay at home
Stay at home orders boosts natural hair movement
Ayurveda regimens and DIY hair care threatens retail hair care

RECOVERY AND OPPORTUNITIES

Hair care offers opportunities for local manufacturers
Young consumers drive growth of hair colorants
Natural hair care products are on the rise

CATEGORY DATA

Table 70 Sales of Hair Care by Category: Value 2015-2020 Table 71 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 72 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 73 NBO Company Shares of Hair Care: % Value 2016-2020 Table 74 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 75 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 77 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 78 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Kenya

KEY DATA FINDINGS

2020 IMPACT

The bushy look is in as barbershops close their doors in Kenya
Men take up home grooming in lockdown
Men’s grooming is on the rise as men take better care of their bodies

RECOVERY AND OPPORTUNITIES

Beiersdorf’s Nivea Men maintains interest through celebrity endorsements
Sales to improve as Kenya recovers from the COVID-19 pandemic
Home grooming will continue to rise in the aftermath of COVID-19

CATEGORY DATA

Table 81 Sales of Men’s Grooming by Category: Value 2015-2020 Table 82 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 83 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 84 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020 Table 85 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 86 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 87 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 88 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 89 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Kenya

KEY DATA FINDINGS

2020 IMPACT

Awareness of mouthwash products remains low as consumers prioritise spending
Regular oral care is yet to become widespread in Kenya
Social distancing restricts use of oral care products

RECOVERY AND OPPORTUNITIES

E-commerce is on the rise as key players digitalise their services
Brands ramp up advertising as consumer spending power recovers
Oral care looks set to stabilise as the impact of COVID-19 subsides

CATEGORY DATA

Table 90 Sales of Oral Care by Category: Value 2015-2020 Table 91 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 92 Sales of Toothbrushes by Category: Value 2015-2020 Table 93 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 94 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 95 NBO Company Shares of Oral Care: % Value 2016-2020 Table 96 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 97 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 99 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Kenya

KEY DATA FINDINGS

2020 IMPACT

COVID-19 introduces “maskne” to Kenya, as consumers don face masks to protect themselves
Self-care trend stimulates skin care as e-commerce is boosted by home seclusion
Shipping companies import bulk products for middle class consumers

RECOVERY AND OPPORTUNITIES

Natural skin care is on the rise as consumers become more informed
K-beauty to take Kenya by storm
Brands ramp up promotional activities to attract cash-strapped consumers

CATEGORY DATA

Table 101 Sales of Skin Care by Category: Value 2015-2020 Table 102 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 103 NBO Company Shares of Skin Care: % Value 2016-2020 Table 104 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 105 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 106 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 107 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Kenya

KEY DATA FINDINGS

2020 IMPACT

COVID-19 travel restrictions constrain growth in sun care
Sun care products remain a low priority for low income consumers in Kenya
Rising awareness of the importance of sun protection is good news

RECOVERY AND OPPORTUNITIES

Male consumers become more concerned about sun care
The easing of travel restrictions will revive sun care
The rise of bleaching agents will support increased demand for sun care products

CATEGORY DATA

Table 108 Sales of Sun Care by Category: Value 2015-2020 Table 109 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 110 Sales of Sun Care by Premium vs Mass: % Value 2015-2020 Table 111 NBO Company Shares of Sun Care: % Value 2016-2020 Table 112 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 113 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 114 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 115 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025 Table 116 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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