Fragrances in Kenya

PRE-COVID-19 PERFORMANCE

Rising fashion consciousness and incomes driving demand for premium fragrances

Although premium designer scents are more expensive compared with mass fragrances, they are becoming more popular as consumer disposable incomes rise. In general, premium fragrances are tailor-made, thus making consumers feel like their individual tastes and preferences are catered to, which is a quality mass products lack.

Rising awareness among middle-income and younger consumers

Millennials and young working middle-income consumers 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, thus helping to drive demand for fragrances in Kenya.

Global players dominate despite growing competition from domestic producers

Local players are increasingly gaining 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.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to stagnate in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of the virus.

Affected products within fragrances

All product areas across fragrances are expected to struggle in 2020 as a result of the COVID-19 pandemic. The hardest-hit product areas will be unisex fragrances, which were increasingly fashionable towards the end of the review period but have few loyal customers.

Recovery and opportunities

Following the sharp impact of COVID-19 lockdown measures and increased economic uncertainty, there will be a degree of recovery in 2021. However, growth will remain muted for the remaining years of the forecast period.

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