Deodorants in Kenya

PROSPECTS

In-store campaigns expected to increase

There is low consumer awareness with regard to deodorants, but this is changing. Notably, brands such as Nivea are using this opportunity to market their products as having modern skin care technology.

Shift toward natural ingredients expected

Consumers are becoming increasingly aware of the ingredients in the products they use, especially those that come into direct contact with their skin. Even though this awareness is still low, health-conscious consumers expect that the products they use should contain some natural ingredients.

Roll-ons and sticks see dynamic growth

Deodorant roll-ons and sticks remained the most dynamic categories in 2017. Spray deodorants including aerosol sprays and non-aerosol sprays are present in Kenya but are purchased in very limited volumes.

COMPETITIVE LANDSCAPE

Innovation in formulation

In 2017, leading player Beiersdorf East Africa Ltd launched its Nivea protect and care range of deodorants in Kenya, with the launch supported by a series of television adverts highlighting the benefits of the range. Generally speaking, consumers are now more health conscious especially with regard to skin care products and they opt for those that do not cause harm or discomfort such, stinging, itching or irritation.

Billboard advertising expected to drive demand

Due to the exponential expansion of modern grocery retailers in the region, manufacturers are taking advantage of this by increasing their advertising activity mostly though billboards outside malls or on roads that experience heavy traffic flow. Notably, they are using social media personalities and musicians as their brand ambassadors to run certain campaigns.

Affordability and awareness remain a challenge

Despite the fact that there is a rising and stable middle-class who can afford the deodorants sold in modern retail channels, the majority of Kenyans still view these products as a luxury and therefore usage has remained low due to a lack of affordability and awareness. However, local manufacturers are aware of this and are trying to tap into this lower-income segment by coming up with more cost-effective packaging such as plastic bottles to make their products more affordable.

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