Mass fragrances are the primary choice for most Kenyans as they are more affordable than premium fragrances. The COVID-19 pandemic brought about disruptions in the economy and to consumers’ incomes resulting in a shift away from premium brands which are often priced at a considerable premium to mass brands.
National lockdowns brought about a disruption to retail distribution, leading to product shortages and price hikes which hampered current value sales growth. Manufacturers and retailers shifted online in order to counteract lower current value sales of fragrances, which in 2021 still remained below pre-pandemic levels.
New players in mass fragrances have been enticing Kenyans with new scents to suit their personal tastes and financial needs. Affordable French perfume maker, Adopt’ launched in the Kenyan market in 2021 through a sole franchise deal with Lintons Beauty World.
Kenya’s middle-class population and young urban consumers present strong opportunities for the fragrance’s category. As a luxury beauty item affordability is often a barrier to purchasing fragrances in Kenya, notably among lower income groups.
Men are increasingly becoming more interested in self-grooming and taking greater care of their image, but overall consumption of fragrances is much lower for men than women. Generally, smelling good gives men confidence which has led to increased demand for both premium and mass fragrances among Kenya’s male population.
The fragrance market in Kenya is still relatively untapped among local manufacturers with a great opportunity to thrive due to the growing demand for fragrances. In the wake of the pandemic, many consumers turned to locally produced fragrances, which are few in supply, as airports closed and fragrances could not be imported from abroad.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fragrances industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.See All of Our Definitions
This report originates from Passport, our Fragrances research and analysis database.
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