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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    Strategy Briefing

    Strategy Briefing

    Disruptors: SMEs Harness Technology to Transform Consumer Markets

    Aug 2018

    The competitive landscape is changing as SMEs are increasing pressure on large well-established businesses compelling them to change their game plan and traditional business models. The question is what are these technological developments, how are ...

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    Country Report

    Country Report

    Cigarettes in Kenya

    Jul 2018

    The 2015 Excise Duty Bill, which increased retail prices, came into effect on 1 December 2015, and thus affected consumer behaviour in 2017. The Bill introduced uniform specific excise for cigarettes at the rate of KES2,500 per every 1,000 cigarettes...

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    Country Report

    Country Report

    Cigars, Cigarillos and Smoking Tobacco in Kenya

    Jul 2018

    In Kenya, cigar sellers promote their most-premium variants while teaching new smokers how to develop a palate for rich flavour and how to puff to avoid quick tar build-up. They do this through their various social media pages, as smoking is ...

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    Country Report

    Country Report

    Tobacco in Kenya

    Jul 2018

    Despite increased regulations, stock-outs and a sustained anti-smoking campaign by civil groups, tobacco in Kenya continued to record strong current value growth in 2017. Growth was due to higher product prices, as well as an aspirational middle ...

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    Country Report

    Country Report

    Smokeless Tobacco and Vapour Products in Kenya

    Jul 2018

    Packaged retail sales of smokeless tobacco remained insignificant in 2017, although there was marginal consumption among the older generation...

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    Strategy Briefing

    Strategy Briefing

    Vitamins and Dietary Supplements in Middle East and Africa

    Jul 2018

    Vitamins and dietary supplements is an emerging market in Middle East and Africa, which is driven by growing health awareness, increasing self-medication, expansion of distribution networks, and the entrance of new brands. This region offers several ...

    US$1,325
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    Country Report

    Country Report

    Baby and Child-Specific Products in Kenya

    Jul 2018

    Parents mostly opt for the convenience of using wet wipes on their babies, either as part of a regular nappy changing routine or when out and about. As these products come into contact with a baby’s delicate skin, more brands are now carrying out ...

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    Country Report

    Country Report

    Bath and Shower in Kenya

    Jul 2018

    Bath and shower products are increasingly being marketed as antibacterial and therapeutic. This has seen mass-market brands emphasise their luxuriant qualities such as the adding of spa-treatment and aromatherapy ingredients to their products. Bath ...

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    Country Report

    Country Report

    Colour Cosmetics in Kenya

    Jul 2018

    Consumers are showing a preference for colour cosmetics products that are long lasting and do not stain or which are waterproof in the case of makeup. Colour cosmetics mainly appeal to working professionals and young, well connected Millennials in ...

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    Country Report

    Country Report

    Deodorants in Kenya

    Jul 2018

    There is low consumer awareness with regard to deodorants, but this is changing. Notably, brands such as Nivea are using this opportunity to market their products as having modern skin care technology. Generally, the aim is that through in-store ...

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    Country Report

    Country Report

    Depilatories in Kenya

    Jul 2018

    Depilatories is considered to be a luxury in Kenya, with these products mainly targeting high-income consumers. However, this situation is changing due to a rise in the country’s highly aspirational mid-income segment who have higher disposable ...

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    Country Report

    Country Report

    Fragrances in Kenya

    Jul 2018

    Perfume stores are increasingly using their social media pages to inform customers of their instore promotions. Notably, they are targeting young and well-connected Millennials who spend the majority of their time on social media and who are more ...

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    Country Report

    Country Report

    Hair Care in Kenya

    Jul 2018

    Despite the fact that big brands such as Dark & Lovely have ranges formulated for ethnic hair, mainstream companies are still associated with relaxers and other unnatural products. As a result, some customers still pledge their support to small, ...

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    Country Report

    Country Report

    Mass Beauty and Personal Care in Kenya

    Jul 2018

    The expansion of an aspirational middle class is generating significant demand for premium products. However, many younger consumers do not have the budget to support their beauty and personal care aspirations. Consequently, there has been a ...

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    Country Report

    Country Report

    Men's Grooming in Kenya

    Jul 2018

    An increased focus on personal grooming, heightened marketing campaigns, growth in the urban population and rising incomes among Kenya’s mid-income segment all impacted positively on value growth for men’s grooming during 2017. This was further ...

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    Country Report

    Country Report

    Oral Care in Kenya

    Jul 2018

    Kenya’s middle class is becoming increasingly aware about the importance of good oral health, with this being supported by regular marketing campaigns from the leading brands such as Colgate and Aquafresh. Furthermore, the expansion of the modern ...

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    Country Report

    Country Report

    Beauty and Personal Care in Kenya

    Jul 2018

    The review period was marked by a stable, well connected middle class with increasing disposable income that ventured into trying out new products that were cost effective and which delivered value. Urbanisation and massive population growth has also...

    US$2,650
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    Country Report

    Country Report

    Premium Beauty and Personal Care in Kenya

    Jul 2018

    Colour cosmetics and skin care were the two most dynamic areas of premium beauty and personal care in 2017. Both categories are benefiting from strong demand amongst young urban professionals, who are experiencing rising disposable income and an ...

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    Country Report

    Country Report

    Skin Care in Kenya

    Jul 2018

    Companies continue to actively promote, market and educate consumers about their skin care products and the benefits they can provide, which is helping to drive category growth. With rising urbanisation and a growing middle class more consumers in ...

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    Country Report

    Country Report

    Sun Care in Kenya

    Jul 2018

    The active ingredients in sunscreen come in two forms, mineral and chemical filters which use different mechanisms for protecting skin and maintaining stability in sunlight. However, most common sunscreens in the market contain chemical filters. ...

    US$990
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