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Country Report

Deodorants in

Deodorants in Kenya

Jul 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Deodorants Market Sample Report Deodorants Market Sample Data

Overview

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.

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Overview

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

The Deodorants 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 Deodorants in Kenya?
What are the major brands in Kenya?
Which deodorant formats are seeing most dynamic growth?
What are the key trends in product development?

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.

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Deodorants in Kenya - Category analysis

HEADLINES

PROSPECTS

In-store campaigns expected to increase

Shift toward natural ingredients expected

Roll-ons and sticks see dynamic growth

COMPETITIVE LANDSCAPE

Innovation in formulation

Billboard advertising expected to drive demand

Affordability and awareness remain a challenge

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2012-2017
Table 2 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 4 NBO Company Shares of Deodorants: % Value 2013-2017
Table 5 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 6 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 7 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 8 Forecast Sales of Deodorants by Premium vs Mass: % Value 2017-2022

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

Table 9 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Deodorants in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

In-store campaigns expected to increase

Shift toward natural ingredients expected

Roll-ons and sticks see dynamic growth

COMPETITIVE LANDSCAPE

Innovation in formulation

Billboard advertising expected to drive demand

Affordability and awareness remain a challenge

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Deodorants in Kenya - Category analysis

HEADLINES

PROSPECTS

In-store campaigns expected to increase

Shift toward natural ingredients expected

Roll-ons and sticks see dynamic growth

COMPETITIVE LANDSCAPE

Innovation in formulation

Billboard advertising expected to drive demand

Affordability and awareness remain a challenge

CATEGORY DATA

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

SOURCES

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