Executive Summary

Jun 2019
PROSPECTS
Innovation in mass skin care leads to growth

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.

Changes to brands thanks to feedback

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.

Men’s grooming is set to increase

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.

COMPETITIVE LANDSCAPE
L'Oréal East Africa leads mass beauty and personal care

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.

Informal traders erode the sales of modern retailers

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.

The authorities tighten their efforts to crack down on counterfeits

In 2018, the government seized contraband and counterfeit beauty and personal care goods, most of which were cosmetics, valued at approximately KES7.5 billion.

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Mass Beauty and Personal Care in Kenya

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Overview

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:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as: 

  • What is the market size of Mass Beauty and Personal Care in Kenya?
  • What are the major brands in Kenya?
  • What pricing movements are seen across mass beauty brands?
  • What are the key product development trends?
  • How are sales of mass beauty and personal care products performing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Mass Beauty and Personal Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Innovation in mass skin care leads to growth
Changes to brands thanks to feedback
Men’s grooming is set to increase

COMPETITIVE LANDSCAPE

L'Oréal East Africa leads mass beauty and personal care
Informal traders erode the sales of modern retailers
The authorities tighten their efforts to crack down on counterfeits

CATEGORY DATA

Table 1 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 4 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 5 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 6 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Continued growth and the dominance of mass products
Middle-class consumers expect more premium products
Local manufacturers pose strong competition for international players
Counterfeit products pose a threat to both the mass and premium segments
Beauty and personal care is expected to see steady growth over the forecast period

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 15 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources