Beauty and Personal Care

Deodorants in Kenya enjoyed positive growth in 2023, attributed to various factors including increased marketing efforts by players, which play a crucial role in creating awareness and driving consumer preferences – Nivea is an example of a brand…

Depilatories in Kenya saw consumers shift away from traditional razors in 2023, with volume sales in women’s razors and blades continuing to decline. Concerns about cuts and injuries associated with mechanical hair removal methods have prompted a…

Fragrances in Kenya recorded steady, though low, volume growth in 2023, with sales supported by heightened consumer awareness of grooming, as well as by increased incomes. However, inflation has led local consumers to shift from premium to…

Hair care in Kenya was home to the same trend towards naturalness found elsewhere in beauty and personal care in 2023. The increasing consumer demand for natural hair care products, and healthier, chemical-free lifestyles in general, is driving…

Mass beauty and personal care in Kenya in 2023 saw demand driven largely by low- and mid-income consumers. Mass products’ relative affordability held high appeal given high inflation across 2022 and 2023, with budget-conscious consumers seeking out…