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Country Report

Fragrances in

Fragrances in Kenya

Jul 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Active social media engagement

Perfume stores are increasingly using their social media pages to inform customers of their instore promotions. Notably, they are targeting young and well-connected Millennials who spend the majority of their time on social media and who are more likely to come across such promotions, thereby leading to sales.

Mass fragrances still preferred by most consumers

Mass fragrances are usually associated with being inexpensive, with similar scents and low quality. Therefore, Kenyan consumers are increasingly looking for products that lend prestige and an upscale experience, but which are also within their means.

Counterfeit perfumes hamper growth

Brands are increasingly focusing on helping consumers to identify counterfeit products by outlining key indicators such as pricing and packaging. They encourage consumers to be prepared to spend the correct amount of money for the genuine products as well as to buy products from the direct franchise holders who will often allow you to test and examine the products carefully.

COMPETITIVE LANDSCAPE

Local players taking on the multinationals

Local players such as Ythera Beauty and Whole by Geraldin, which both launched in 2017, are targeting a niche in the market and are coming in at a price point between mass and premium fragrances. The challenge these entrepreneurs face is that consumers often do not trust local brands as they are generally sceptical of the quality and would rather place their trust in renowned international brands.

International retailers focus of premium fragrances

Madora, a French perfume and cosmetics house which launched in 2015, has three stores in Kenya, which are located at the Westgate Mall, Karen at the Hub and the Two Rivers mall. Fragrance Lounge also retails premium designer fragrances, with consumers generally basing their purchasing decision on which store offers the most competitively priced products.

Mon Guerlain launched in Kenya

French beauty, make-up and fragrance company Guerlain House launched its new line of premium fragrances, Mon Guerlain in Nairobi in March 2017. The face and inspiration behind the line is US actress Angeline Jolie, with it targeting sensual women.

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Fragrances Market Sample Report Fragrances Market Sample Data

Overview

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.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Fragrances 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 Fragrances in Kenya?
What are the major brands in Kenya?
What pricing movements are seen across premium and mass fragrances?
What are the key product development trends?
How are sales of unisex fragrances performing?

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.

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Fragrances in Kenya - Category analysis

HEADLINES

PROSPECTS

Active social media engagement

Mass fragrances still preferred by most consumers

Counterfeit perfumes hamper growth

COMPETITIVE LANDSCAPE

Local players taking on the multinationals

International retailers focus of premium fragrances

Mon Guerlain launched in Kenya

CATEGORY DATA

Table 1 Sales of Fragrances by Category: Value 2012-2017
Table 2 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Fragrances: % Value 2013-2017
Table 4 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 5 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 6 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 7 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 8 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

Table 9 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Fragrances in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Active social media engagement

Mass fragrances still preferred by most consumers

Counterfeit perfumes hamper growth

COMPETITIVE LANDSCAPE

Local players taking on the multinationals

International retailers focus of premium fragrances

Mon Guerlain launched in Kenya

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Fragrances in Kenya - Category analysis

HEADLINES

PROSPECTS

Active social media engagement

Mass fragrances still preferred by most consumers

Counterfeit perfumes hamper growth

COMPETITIVE LANDSCAPE

Local players taking on the multinationals

International retailers focus of premium fragrances

Mon Guerlain launched in Kenya

CATEGORY DATA

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

SOURCES

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