Deodorants in Kenya

PROSPECTS

Health concerns are set to drive new product development

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

Differentiation to drive innovation

Manufacturers continue to look to add healthier ingredients to their deodorants. The only challenge with organic and natural deodorants is that they do not effectively prevent sweating.

Deodorant roll-ons remains the most popular format in value terms

Deodorant roll-ons are generally preferred, as they retail for cheaper prices and come in a wider variety of scents than deodorant sticks and sprays. However, there is slow but sustained growth in interest in deodorant sticks, due to their easy application and relatively compact size.

COMPETITIVE LANDSCAPE

Beiersdorf East Africa maintains its lead in deodorants

Beiersdorf East Africa maintained its lead in deodorants in value terms in 2018, through its Nivea brand. This can be attributed to its long-standing presence in the country and the wide range of products in its portfolio.

Deodorants remains concentrated amongst three companies

Deodorants remains heavily concentrated, with the leading three companies together accounting for more than half of value sales in 2018, with smaller players accounting for the balance of share. The leading three companies are Beiersdorf East Africa, Unilever Kenya and Henkel Kenya.

Lesser-known manufacturers continue to hold negligible shares

Lesser-known players such as Rasasi and Sapil remain unattractive to consumers due to the strength of global international players. Their products are mainly sold in smaller modern retail channels on the outskirts of major towns, or in the estates, and in small quantities to cater for those seeking cost savings.

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