In 2020, authorities took the decision to close salons and beauty parlours around Kenya as part of the national measures adopted to reduce the spread of COVID-19. Salons and beauty parlours are, of course, major consumers of hair care products such as shampoos, conditioners, and perms and relaxants.
During the COVID-19 pandemic in 2020, consumers spent much more time at home, and were unable to socialise, with stay at home orders remaining in place for over four months in total. This led to a surge in consumer interest in natural hair movements in Kenya, with more consumers choosing to be creative with their natural hair rather than using the treatments that they used before the outbreak of the COVID-19 pandemic.
In 2020, consumers had more time to spend at home and many were also more willing to experiment with different hair care products and systems including Ayurveda regimens and home-made products. Ayurveda is a traditional healing system that originated from India that involves incorporating herbs into the healing process which, in this case, refers to the hair care regimen.
Over the forecast period, retail volume sales in hair care are projected to recover in line with the country’s recovery from the COVID-19 pandemic. There will be an initial increase in the rate of retail volume growth in 2021 and 2022 as a result of the easing of social distancing measures, and then continued moderate growth throughout the rest of the forecast period as consumer spending power recovers from the economic consequences of the COVID-19 pandemic.
Over the forecast period, teenagers are expected to become an important consumer segment for hair colourants in Kenya. Teenagers are becoming increasingly interested in hair colourants in recent years, and this is expected to continue over the forecast period as consumers in this age bracket are more experimental, subject to peer pressure, and more interested in looking fashionable and following hair and beauty trends.
Over the forecast period, natural hair products are expected to gain importance in Kenya due to the increasing consumer awareness of both the products available and the ingredients used in manufactured hair care products. Consumers are increasingly moving away from products containing harsh chemicals such as sulphates, which is a major component used in manufactured hair care products.
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Understand the latest market trends and future growth opportunities for the Hair Care 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 Hair Care research and analysis database.
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