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 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.
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.
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.
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.
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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This industry report originates from Passport, our Beauty and Personal Care market research database.