Executive Summary

Jun 2019
PROSPECTS
Busy lifestyles provide the potential for convenient depilatories

Brands that continue to develop hair removal products that cater to the busy lifestyles of the young urban working-classes are expected to increase. Hair removers/bleaches especially, followed by women’s razors and blades, are continuing to grow, driven by the convenience they provide.

Electrical depilatory devices could pose a threat to growth

Electrical devices such as epilators are expected to pose a threat to the growth of depilatories in the long-term. Growth in these electrical devices will be driven by the rising focus on personal grooming, as well as by the emphasis on clean-shaven look amongst men in urban areas and body hair removal amongst women.

Hair removers/bleaches remains the most popular format

Hair removers/bleaches remain the most popular products within depilatories, seeing widespread use due to their affordability and accessibility in modern retail channels. Women and men alike are becoming increasingly conscious about their personal care and hygiene; hence, sales of these products, which are used to remove unwanted hair such as facial hair, including hair on the upper lip and sideburn hair, to name a few, continue to grow.

COMPETITIVE LANDSCAPE
Reckitt Benckiser (EA) remains the leader in depilatories

Reckitt Benckiser (EA) remained the leading player in depilatories in value terms in 2018, with a rising share for its Veet brand in hair removers/bleaches. Hasbah Kenya (Procter & Gamble) remained in second place in 2018, driven by women’s razors and blades, in which it held a strong lead with Gillette for Women Sensor Excel and Gillette Blue II for Women.

Consumers increasingly prefer products which contain natural ingredients

In line with global health concerns, there has been sustained growing interest in healthier and gentler hair removal alternatives. Women’s pre-shave and hair removers/bleaches are seeing increasingly strong demand for products containing natural ingredients.

Sales are expected to continue growing

In women’s razors, innovative design features, such as blades with hydrating aloe vera strip, rounded edges and a flexible hinge, allow consumers to follow the curves of their body. Schick also launched a razor which has both upward- and downward-facing blades.

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Depilatories in Kenya

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Overview

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

The Depilatories 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 Depilatories in Kenya?
  • What are the major brands in Kenya?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

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.

Depilatories in Kenya - Category analysis

HEADLINES

PROSPECTS

Busy lifestyles provide the potential for convenient depilatories
Electrical depilatory devices could pose a threat to growth
Hair removers/bleaches remains the most popular format

COMPETITIVE LANDSCAPE

Reckitt Benckiser (EA) remains the leader in depilatories
Consumers increasingly prefer products which contain natural ingredients
Sales are expected to continue growing

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Depilatories: % Value 2014-2018
Table 4 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 5 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 6 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Continued growth and the dominance of mass products
Middle-class consumers expect more premium products
Local manufacturers pose strong competition for international players
Counterfeit products pose a threat to both the mass and premium segments
Beauty and personal care is expected to see steady growth over the forecast period

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 15 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources