Kenya

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Kenya. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Kenya StatisticsConsumer Lifestyles in KenyaKenya Country BriefingsFuture Demographics: Kenya in 2030

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    Baby and Child-Specific Products in Kenya

    Jun 2019

    The growing young, upwardly mobile and affluent middle-classes continue to drive the sprawl of multi-storied shopping centres and huge complexes offering different shopping experiences. This has been attributed to rapid urbanisation in all major ...

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    Country Report

    Country Report

    Bath and Shower in Kenya

    Jun 2019

    Even though many bath and shower products in the market are moving towards natural ingredients, what is also becoming apparent is that they are providing sensory experiences, with unique scents, textures, colours and shapes, in different formats, ...

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    Country Report

    Country Report

    Colour Cosmetics in Kenya

    Jun 2019

    When it comes to facial make-up, women in Kenya predominantly use foundation/concealer and powder, and to a lesser extent blusher/bronzer/highlighter; these have long been considered staples in make-up. Slowly, however, brands are looking to create ...

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    Deodorants in Kenya

    Jun 2019

    In general, deodorants contain aluminium, which is the primary ingredient included in antiperspirant deodorants, the function of which is to block the sweat glands, decreasing sweating. They also usually contain propylene glycol, which is a ...

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    Country Report

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    Depilatories in Kenya

    Jun 2019

    Brands that continue to develop hair removal products that cater to the busy lifestyles of the young urban working-classes are expected to increase. Hair removers/bleaches especially, followed by women’s razors and blades, are continuing to grow, ...

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    Fragrances in Kenya

    Jun 2019

    Although premium designer scents are more expensive compared with mass fragrances, they are becoming more popular as consumers gain more disposable income and have more discretionary income. In general, premium fragrances are tailor-made; hence, they...

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    Country Report

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    Hair Care in Kenya

    Jun 2019

    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 ...

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    Country Report

    Country Report

    Mass Beauty and Personal Care in Kenya

    Jun 2019

    Mass skin care maintained the highest sales within mass beauty and personal care in 2018, as such products are commonly used by both men and women in the region; especially body care products. Brands, both local and international, increasingly ...

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    Men's Grooming in Kenya

    Jun 2019

    An increasing number of women prefer men’s bath and shower products, as they claim the scent lasts longer, and retail slightly cheaper than products targeted towards women. This not only produces a cost saving, but also sensory advantages. Brands are...

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    Country Report

    Country Report

    Oral Care in Kenya

    Jun 2019

    Increasingly, oral care is moving away from products that ensure oral hygiene, to products that address specific needs, such as tooth sensitivity, tooth whitening and the strengthening of tooth enamel. Despite the fact that these products retail for ...

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    Country Report

    Country Report

    Beauty and Personal Care in Kenya

    Jun 2019

    Beauty and personal care continued to see current value and volume growth in Kenya in 2018 – stronger growth than in any other year of the review period. Hair care remained the biggest category, followed by skin care, although colour cosmetics saw ...

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    Country Report

    Country Report

    Premium Beauty and Personal Care in Kenya

    Jun 2019

    In Kenya, premium beauty and personal care has seen the introduction of products such as face masks, serums, exfoliators, tinted sunscreen and skin hydration products. These appeal to the niche segment of middle- and higher-income consumers who are ...

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    Country Report

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    Skin Care in Kenya

    Jun 2019

    An increasing number of consumers are looking for facial care products that serve a variety of needs. This means that they are looking for specific products that treat acne, dry skin, ageing skin, and protect from sun exposure. This is expected to ...

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    Country Report

    Country Report

    Sun Care in Kenya

    Jun 2019

    In line with global health concerns about the effects of long exposure to sunlight, adult sun care is expected to witness growth in the forecast period. Due to the fact that sun protection products remain largely unaffordable for many consumers for ...

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    Future Demographic

    Future Demographic

    Kenya in 2030: The Future Demographic

    Jun 2019

    Population growth in Kenya up to 2030 will be driven by positive, yet declining, natural change. Live births will increase every year up to 2030, despite declining birth and fertility rates, due to rises in the number of women of childbearing age. ...

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    Country Report

    Country Report

    Sanitary Protection in Kenya

    Apr 2019

    Local brands are focusing on offering a range of products, from maternity pads to pads for normal use. An example of this is Africa Cotton Ltd with its Medicot Press products in feminine towels, which are specifically for maternity use, and its Flora...

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    Country Report

    Country Report

    Away-From-Home Tissue and Hygiene in Kenya

    Apr 2019

    Smaller mall establishments, especially in the suburbs, are expected to continue to contribute to growth in AFH tissue and hygiene. These malls are frequently flocked to by middle-class shoppers, who spend an average of four hours in these malls. ...

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    Country Report

    Country Report

    Nappies/Diapers/Pants in Kenya

    Apr 2019

    Some parents are preferring disposable baby pants due to the flexibility they offer their children through their flexible waistband, which ensures a snug fit. This is compared to ordinary diapers, which are perceived to become loose as an active baby...

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    Country Report

    Country Report

    Tissue and Hygiene in Kenya

    Apr 2019

    In 2017, Kenya’s biggest retailer Nakumatt entered administration to try and enable the entity to be maintained as a going concern. The chain had amassed debts amounting to KES18 billion, which left its stores operating with nearly empty shelves. ...

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    Country Report

    Country Report

    Retail Tissue in Kenya

    Apr 2019

    Local distributors compete aggressively on price due to the influx of retail tissue in the marketplace. Many run promotions in stores based on their location and time of the month. In hypermarkets and supermarkets in the city sales are usually on ...

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