Deodorants in Kenya

PRE-COVID-19 PERFORMANCE

New product development driven by rising consumer health awareness

In general, deodorants contain aluminium, which is the primary ingredient to block the sweat glands. They also usually contain propylene glycol, a petroleum-based substance used to create a soft and sleek consistency, and phthalates, which are also commonly listed as fragrance.

Producers focus on differentiation to stand out from competitors

While manufacturers continue to look to add healthier ingredients to their deodorants, organic and natural deodorants are often less effective at preventing sweating. However, substitutes include essential oils such as lavender, vanilla and peppermint, which add an antiseptic quality to the deodorant and give it an attractive scent.

Extensive distribution and marketing key to success of global brands

Beiersdorf East Africa continues to lead deodorants value sales in Kenya due to the widespread popularity of its Nivea brand, as well as its long-standing presence in the country and wide range of products. Beiersdorf’s Nivea stick deodorant is gradually gaining popularity, driven by an improved formulation that offers consumers better ingredients, texture and benefits.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to rise by 2% at constant 2019 prices in 2020. This is in line with the forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

All product areas across deodorants are expected to see lower than expected retail volume sales in 2020 due to decreased usage during the COVID-19 lockdown. With rising economic uncertainty further into the year, higher-priced product areas will suffer most in 2020 as consumers seek to limit spending and opt for lower-priced products where possible, with these products seeing limited demand throughout the year.

Recovery and opportunities

Demand for deodorants may normalise to an extent by the end of 2020 but will continue to be impacted by ongoing economic malaise and the threat of a resurgence of COVID-19. Consumers are more likely to limit spending on deodorants to replacement purchases rather than keeping a range of deodorant format and scents at home for different occasions.

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