Deodorant usage and demand is on the increase in Kenya owing to improvements in consumer’s lifestyles and rising disposable incomes in general. Growing demand has pushed manufacturers to innovate underpinning a moderate rise in current value growth in 2021.
Although a very small category compared to roll-ons and sprays, deodorant sticks is seeing much activity with new manufacturers launching new products. Consumers are shifting away from deodorant sprays and roll-ons as they experiment with deodorants sticks.
Kenyan men are taking a greater interest in grooming habits and seeking to look and smell fresh, which has led to an expansion in men’s deodorants and other male-specific personal care products. Women have also been attracted to men’s deodorants as they are more longer lasting and perceived as smelling better than female products.
The easing of pandemic restrictions will have a positive impact on deodorants moving forward as consumers spend more time socialising with others at events and gatherings and want to look and feel their best. Mandatory restrictions remained in place for most of 2021 hindering the performance of deodorant, however, volume and value growth is expected to pick up in 2022.
Kenya’s rising middle classes, with higher average disposable income will continue to drive demand for deodorants category resulting in heavier investment in marketing campaigns from industry players. Urban areas are seeing the strongest rise in incomes among Kenya’s growing middle-class population, so cities will be a key contributor to the value and volume growth over the forecast period.
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. Beiersdorf consolidated its lead in deodorants in 2021 extending its retail value share, although Unilever Kenya in second position has also made gains.
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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.
If you're in the Deodorants industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Deodorants research and analysis database.
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