Fragrances in Kenya

PROSPECTS

Premium fragrances is expected to continue to grow

Although premium designer scents are more expensive compared with mass fragrances, they are becoming more popular as consumers gain more disposable income and have more discretionary income. In general, premium fragrances are tailor-made; hence, they make consumers feel like their individual tastes and preferences are catered to, which is a quality mass products lack.

The middle-classes and the youth population drive growth

Millennials and the young working middle-classes will continue to drive growth, as they spend a large amount on personal care products. These consumers are very conscious of how they look, feel and are perceived, and this is largely accredited with driving the growth of fragrances in Kenya.

Mass women’s fragrances is expected to lead growth

Despite the fact that many mass fragrances have long been perceived as cheap, smelling of alcohol, and having a scent that does not last long, manufacturers of mass fragrances are innovating so their products appeal to more consumers – especially those that cannot afford premium products, but would still like a pleasant fragrance. There are increasing numbers of mass fragrances in the market which come in colourful packaging and have well-formulated ingredients, leaving consumers feeling that they are getting value for money for a product that offers complex scents, with a mix of floral and fruity notes with essential oils.

COMPETITIVE LANDSCAPE

Local players pose competition for international players

Local players are increasingly finding ground in fragrances by offering products such as body mists. These are a good compromise for consumers who want to smell good, but do not want to invest in fragrances.

International perfume chains provide an authentic alternative to consumers

French perfume and cosmetics house Madora has three outlets in Nairobi selling designer fragrances, including those from Bvlgari, Davidoff, Calvin Klein, Gucci and Armani. The perfumery market in Kenya saw healthy growth in the last five years, with local fragrance stores such as Lintons, Fragrance Lounge and Petals also improving their offering.

Consumers focus on fragrance concentration

Well-connected and sometimes well-travelled local consumers desire more sophisticated products, with scent concentration now becoming a popular factor in the purchasing decision. Previously, many consumers would complain of scents merely smelling of alcohol, but recently, manufacturers focused on providing scents labelled as eau de toilette and eau de parfum, and ensuring the difference was evident from spraying the contents of the bottle.

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