Following the outbreak of COVID-19, Kenyan consumers have faced considerable economic uncertainty. With reduced spending power, consumers have been forced to adapt their purchasing habits, which included foregoing some personal care items which are considered luxuries.
E-commerce has been one of the big winners of the COVID-19 pandemic in 2020. Not only does e-commerce offer a convenient way of purchasing products, but it has also proven to be a safer distribution channel in 2020 due to it being contact-free.
Following the outbreak of COVID-19 in Kenya, consumers faced considerable uncertainty and financial instability due to the negative economic impact of the global health crisis. As consumers also spent much more time at home, this uncertainty prompted many consumers to look for more creative ways of earning extra income or saving money by minimising their spending on personal care items.
L’Oréal East Africa Ltd is expected to retain its lead in mass beauty and personal care over the course of the forecast period thanks to the success of its leading brands Nice & Lovely and Dark & Lovely. The company also offers numerous other smaller brands, including Maybelline, Gold Touch and Garnier.
Over the forecast period, the organic trend is expected to make more of an impact in mass beauty and personal care than over the review period. Even though volume sales of organic products from big players will remain relatively low compared to standard products, health conscious consumers in Kenya are beginning to shift towards organic products, and this will become more apparent over the forecast period.
In the forecast period, the negative economic consequences of the COVID-19 pandemic will continue to affect consumer spending. As such, companies will need to work hard to encourage consumers to spend their money on non-essential items if they want to improve sales growth which has slowed since the beginning of the pandemic.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal 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 Mass Beauty and Personal 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 report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page