In 2020, the COVID-19 pandemic had a dramatic negative impact on the Kenyan economy. Many consumers around the country saw their income reduced, with the threat of unemployment and salary cuts affecting consumer spending following the outbreak of the virus in Kenya.
In addition to a drop in consumers’ spending power in Kenya, deodorants also suffered from the lifestyle changes that affected consumers during the COVID-19 pandemic. In order to limit the spread of the COVID-19 virus throughout the Kenyan population, authorities advised consumers to stay at home as much as possible.
In 2020, the COVID-19 pandemic had a dramatic impact on the distribution landscape of deodorants. The biggest beneficiaries were contact-free channels which saved consumers from having to expose themselves to potential COVID-19 infection in large indoor spaces.
Over the forecast period, disposable incomes in Kenya are expected to remain low as the economic impact of the COVID-19 pandemic is expected to outlast the epidemiological threat of the virus itself in Kenya. As such consumers are expected to remain price sensitive and will likely continue to prioritise their spending on items that they perceive as essential, especially in the short term.
Over the forecast period, Beiersdorf East Africa Ltd is expected to retain its strong lead in deodorants thanks to the strengths of its top brands Nivea, Limara and Nivea Men. The leading player is expected to maintain its leadership in Kenyan beauty and personal care by offering a well-known and affordable brands leading to consumer loyalty.
Over the forecast period, deodorant sticks is expected to continue its upwards trajectory, registering steady retail volume growth throughout the forecast period. Deodorant sticks are swiftly becoming popular in Kenya, despite the fact that products in this category tend to be more expensive.
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Understand the latest market trends and future growth opportunities for the Deodorants 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.
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This report originates from Passport, our Deodorants research and analysis database.
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