Executive Summary

Jun 2019
PROSPECTS
Growing consumer sophistication leads to the growth of smaller categories

When it comes to facial make-up, women in Kenya predominantly use foundation/concealer and powder, and to a lesser extent blusher/bronzer/highlighter; these have long been considered staples in make-up. Slowly, however, brands are looking to create products offering multifunctionality and convenience as their two main selling points; such as primers which can double up as a base, illuminator and moisturiser.

Lip products is expected to continue to post healthy growth

The growth of lip products is expected to be led by lipstick and lip liner/pencil in the forecast period, as more millennial, well-connected urban consumers, who are now more aware of their appearance, will look to spend a larger proportion of their rising disposable incomes on lip products. Furthermore, consumers are expecting manufacturers to launch innovative lipstick and lip liner formulations to ensure they contain natural ingredients and pigments.

Facial make-up is set to drive innovation and growth, led by foundation/concealer

Facial make-up is expected to continue to see innovation, as consumers’ needs become more sophisticated, and as more affluent consumers shift away from mass offerings to premium variants, sales of which continue to grow steadily in the market. Premium facial make-up is generally considered to have a longer shelf life and a lower average unit price when compared with products from the same brand in skin care.

COMPETITIVE LANDSCAPE
Sleek International narrows the gap with Lintons Beauty World

Although Lintons Beauty World continued to lead colour cosmetics in 2018, it saw a static value share. Sleek International, meanwhile, maintained its strong second position in colour cosmetics in 2018, and saw an increasing value share owing to its popular, easily accessible and relatively affordable products.

New product development and sustained marketing to maintain consumers’ interest

In Kenya, consumers expect manufacturers to innovate through the launch of new products, which maintains their interest. New product launches are a sign of a brand that constantly takes consumers’ feedback into consideration, and continuously offers goods that appeal to consumers’ immediate interests.

Less dependence on counterfeit products will drive growth

Consumers in Kenya are well-connected, and spend most of their spare time on social media; in general they are becoming more knowledgeable about counterfeit brands and their claims. In addition, warnings by beauty and health experts on the dangers of using counterfeit cosmetics, such as eye infections, allergic reactions, skin rashes, swollen lips and chemical burns, have made consumers wary.

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Colour Cosmetics in Kenya

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Overview

Discover the latest market trends and uncover sources of future market growth for the Colour Cosmetics 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 Colour Cosmetics industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Colour Cosmetics 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 Colour Cosmetics in Kenya?
  • What are the major brands in Kenya?
  • What are the key innovation trends in make up?
  • What is the evolution of mass colour cosmetics versus their premium counterparts?

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.

Colour Cosmetics in Kenya - Category analysis

HEADLINES

PROSPECTS

Growing consumer sophistication leads to the growth of smaller categories
Lip products is expected to continue to post healthy growth
Facial make-up is set to drive innovation and growth, led by foundation/concealer

COMPETITIVE LANDSCAPE

Sleek International narrows the gap with Lintons Beauty World
New product development and sustained marketing to maintain consumers’ interest
Less dependence on counterfeit products will drive growth

CATEGORY DATA

Table 1 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 2 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 3 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 5 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 7 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 8 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Continued growth and the dominance of mass products
Middle-class consumers expect more premium products
Local manufacturers pose strong competition for international players
Counterfeit products pose a threat to both the mass and premium segments
Beauty and personal care is expected to see steady growth over the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

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