Consumers in Kenya remained slow to adapt to new hair removal products in 2020. Most women prefer to use the traditional shaving method of razor blades combined with shaving creams, such as those produced by Nivea.
Over the review period, Kenya’s middle class has been gradually increasing. The rise of the middle class in Kenya has had a positive impact on sales of depilatories as consumers in this bracket tend to have greater disposable incomes with which they are willing to upgrade to more modern methods of hair removal such as waxing and the use of laser hair removal techniques.
In 2020, digital sales and marketing strategies became a more important aspect of business for companies in depilatories as consumers were advised to stay at home as much as possible during the COVID-19 pandemic. This included the expansion of e-commerce offerings to make up for the decline in sales through traditional brick and mortar retail.
Reckitt Benckiser (EA) Ltd is expected to remain the strong overall leader in depilatories over the forecast period thanks to the strength of leading hair removers/bleaches brand Veet. The hair removal cream brand Veet has amassed considerable consumer loyalty in Kenya thanks to its wide availability throughout the country and the relative lack of competition from other brands.
At the beginning of the forecast period, the threat of COVID-19 is expected to subside in Kenya. As such, the government is expected to ease restrictions put in place to combat the spread of the virus in the country.
Procter & Gamble’s brands Gillette for Women Sensor Excel and Gillette Blue II for Women will, combined, continue to dominate value sales of women’s razors and blades over the forecast period. Gillette has become a household name for many consumers in Kenya, and other companies will struggle to compete with the strong brand visibility and reputation that Gillette benefits from in the country.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Depilatories 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 Depilatories 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.
This report originates from Passport, our Depilatories research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page