With pandemic restrictions easing in 2021 and Kenya’s economy opening up, consumer confidence began to improve resulting in stronger growth for the year in current value terms. Demand for mass beauty and personal care products remained strong due to their affordability, since many consumers continued to be economically impacted by the COVID-19 pandemic.
L'Oréal East Africa maintained its lead in 2021 owing to its vast product portfolio in the mass beauty and personal care category. This includes leading brands Nice & Lovely and Dark & Lovely as well as other numerous smaller brands, including Maybelline, Gold Touch and Garnier.
Kenya’s more challenging economic climate brought about by COVID-19 has forced brands to be more aggressive with their marketing. Companies have worked harder to encourage consumers to spend their money on what are often considered non-essential items in order to improve sales growth.
Traditional grocery retailers have been the go-to for consumers since the onset of the pandemic as they are situated in residential areas and offer the most affordable prices to the majority of consumers. The rise of e-commerce has also encouraged consumers to shop online, from the comfort of their homes, in order to avoid physical interactions.
The COVID-19 pandemic greatly affected consumer spending and purchasing behaviours with many consumers demanding multi-functional products which could be used for personal care as well as in the home. There was strong demand for bar soaps that could also be used for laundry, washing dishes as well as body washing.
Kenyans are now more informed when it comes to beauty and personal care resulting in a significant growth in more mass beauty and personal care products that protect the skin. There has been increasing demand for natural products without harsh chemicals and rising interest in using sun care products.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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