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 understand the importance of the microbiome, the natural bacteria found in and on the body, which can be balanced through the use of skin care products.
Consumers are well-connected in urban areas, and are able to understand what products they are buying and can then give feedback to brands. In general, consumers have become better-informed and more engaged; brands that are aware of this are expected to reap the rewards.
In the past, men in the region did not have access to products that specifically catered to their needs, and used unisex brands such as Vaseline instead. However, more recently, mass male-specific products in categories such as body care, shower gel, hair care and deodorants started to see growth, as men became more concerned about their appearance, and as more products emerged in the market and became more readily available.
L'Oréal East Africa maintained its lead in mass beauty and personal care in 2018, and also saw a slight increase in its value share. Its brands Nice & Lovely and Dark & Lovely in hair care and skin care remained the two leaders in overall mass beauty and personal care in value terms, and maintained stable shares.
Due to ease of access, as well as significantly cheaper prices, informal retailers in areas such as downtown CBDs have seen an influx of customers looking for beauty and personal care products; the most common are counterfeit skin care products and fragrances. Despite these products varying greatly from the originals, through enormous differences in packaging, consistency, scent and pricing, consumers who do not fully understand the dangers of counterfeits are seeking cost savings at the expense of their health.
In 2018, the government seized contraband and counterfeit beauty and personal care goods, most of which were cosmetics, valued at approximately KES7.5 billion.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Files are delivered directly into your account within a few minutes of purchase.
Discover the latest market trends and uncover sources of future market growth for the Mass Beauty and Personal Care industry in Kenya with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Mass Beauty and Personal Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.
The Mass Beauty and Personal Care in Kenya market research report includes:
Our market research reports answer questions such as:
Why buy this report?