Executive Summary

Jun 2019
PROSPECTS
The well-connected and well-travelled middle-classes drive product innovation

Many more brands are creating home kits for consumers who prefer to do their own hair at home, as well as those with busy lifestyles who do not want to visit salons. Therefore, there are increasing numbers of brands that are both home-friendly and salon-friendly.

Salon professional hair care is expected to post healthy growth

Salon professional hair care performed well in 2018, led by perms and relaxants, shampoos, conditioners and treatments. This was led by manufacturers launching new salon products; for example, new styling agents such as sprays and mousses entered the market.

Busy lifestyles are leading consumers to prefer home treatments

Sales of home treatments continue to rise, driven by consumers’ busy lifestyles and their desire to take care of their hair after work, or at weekends. This has led manufacturers to create easy to use home hair care products, such as conditioners that double-up as leave-in treatments, and shampoos that nourish the hair.

COMPETITIVE LANDSCAPE
Haco Tiger Brands leads, and L'Oréal East Africa remains a strong second

Haco Tiger Brands continued to lead hair care in value terms in 2018, with a slight increase seen in its share. L’Oréal East Africa was second, and also held a rising double-digit value share.

The natural hair care movement drives demand for natural formulations

More consumers are looking for products that offer a complete line of treatments, relaxers, shampoos, conditioners and styling products designed to meet their expanding needs. More specifically, formulae that nourish with natural and organic ingredients for the hair and scalp remain popular – in general, consumers are looking for products without sulphates, parabens, phthalates or other harsh ingredients.

Internet retailing is expected to drive growth

The Kenyan population is well-connected, with online mobile penetration of about 83%; this is expected to drive online retailing, as brands increasingly stock their products online to avoid the fixed costs of having physical stores. Consumers are also becoming receptive to shopping online, especially if the brand and retailer is reputable.

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Hair Care in Kenya

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Overview

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

The Hair Care 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 Hair Care in Kenya?
  • What are the major brands in Kenya?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products 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.

Hair Care in Kenya - Category analysis

HEADLINES

PROSPECTS

The well-connected and well-travelled middle-classes drive product innovation
Salon professional hair care is expected to post healthy growth
Busy lifestyles are leading consumers to prefer home treatments

COMPETITIVE LANDSCAPE

Haco Tiger Brands leads, and L'Oréal East Africa remains a strong second
The natural hair care movement drives demand for natural formulations
Internet retailing is expected to drive growth

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 6 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 7 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 8 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 9 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 10 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Continued growth and the dominance of mass products
Middle-class consumers expect more premium products
Local manufacturers pose strong competition for international players
Counterfeit products pose a threat to both the mass and premium segments
Beauty and personal care is expected to see steady growth over the forecast period

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 20 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources