Following the outbreak of COVID-19 in the country, Kenyan authorities advised consumers around the country remain at home as much as possible, limiting their contact with other people in order to curb the spread of the virus through the population. The impact of the COVID-19 pandemic and these associated restrictions, therefore, was felt keenly by companies in fragrances as the shift in consumer behaviour meant that many people in Kenya did not see the need to purchase or use products in fragrances in 2020.
As part of the Kenyan government’s efforts to combat the spread of COVID-19 in the country, international travel restrictions were put in place to restrict the flow of people and products in and out of the country. In fragrances, the majority of products consumed in Kenya are imported.
At the end of the review period there has been a surge in perfume refill businesses in Kenya as demand for premium fragrances has continued to rise in the country. Although premium designer scents are more expensive compared with mass fragrances, they are becoming more popular as consumer disposable incomes rise.
During the COVID-19 pandemic, travel bans restricted consumers’ access to top international fragrances brands due to the closure of airports which are a popular source of fragrances for consumers in Kenya. This led to consumers turning to locally manufactured brands as an alternative, and these domestic brands are expected to continue to perform well over the forecast period, especially whilst travel restrictions remain in place.
Over the forecast period, the teenage consumer segment is expected to gain importance in fragrances. Teenagers and school children in Kenya are becoming increasingly aware of grooming and personal care, and this will stimulate a rise in sales to this particular consumer segment.
Millennials and young working middle-income consumers will continue to drive growth as they spend a large amount on personal care products. This trend is expected to drive a gradual improvement of the performance of premium fragrances over the forecast period as the country recovers from the economic impact of the COVID-19 crisis.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fragrances research and analysis database.
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