Hair care saw moderate growth in current value terms in 2021 as hair salons, spas and retailers gradually reopened. Demand has also been driven by the eased restrictions on social gatherings.
In order to stay competitive, hair care brands are using promotional tools to entice consumers. At retail point of sale, buy one get one free or half price deals and seasonal promotions around key periods such as summer holidays and back to school are common in Kenya.
Many Kenyans have become aware and in tune with their skin and this concern has trickled into hair care and scalp care as well. Trichology, which is the study of the scalp, is emerging as people take science-based approaches to scalp care.
Hair care is expected to see promising growth over the forecast period led by product development from key players in the market. Hago Tiger Brands EA and L'Oréal East Africa together have a dominant presence and will undoubtedly leverage their marketing expertise and widespread distribution to support the development of any new brands and brand extensions.
There is a growing trend towards natural hair and natural hair styles in Kenya, moving away from the trend towards chemically straightened hair. For centuries, African hair has been perceived as not beautiful enough and African women have gone to greater lengths to hide or change their ethnic hair.
The pressures on manufacturers to adapt their business due to COVID-19 has forced many players to be more creative in how they target and engage with potential customers. Social media has become a more important marketing strategy and one that is here to stay.
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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.
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 Hair Care 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 shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.See All of Our Definitions
This report originates from Passport, our Hair Care research and analysis database.
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