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Country Report

Men's Grooming in

Men's Grooming in Kenya

Jul 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Several factors behind growth of men’s grooming

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 supported by the proliferation of modern retailers, increased product penetration and the availability of a wider range of products.

Men’s skin care offers strong potential

Men’s skin care was the most dynamic category in men’s grooming in current value terms in 2017, albeit with growth coming from a low base. This is the result of an increase in marketing activities which has led to increased awareness of the need for a skin care routine.

Education key to growth of men’s shaving

Men’s shaving is by far the most popular category within men’s grooming, with disposables remaining the preferred option. However, according to Gillette, only 10% of men in Kenya use razors to shave, while 10% use electric shavers, with the remaining 80% visiting a barber.

COMPETITIVE LANDSCAPE

Gillette raises profile of men’s shaving

Hasbah Kenya leads men’s grooming thanks to the strength of its Gillette brand. As mentioned above, in 2017 the brand broke the Guinness World Record for most people simultaneously shaving, with this running under the tagline ‘Nyoa Ki Pro Na Gillette’ (Shave Like a Pro Using Gillette).

Nivea for Men retains lead

Nivea for Men remained the leading brand in men’s grooming in 2017 thanks to strong brand awareness and its relatively affordable prices. The brand runs frequent marketing and advertising campaigns to raise awareness for its products, while it also has widespread distribution through modern retailers.

Distribution dominated by supermarkets

Supermarkets continued to dominate the distribution of men’s grooming in 2017 with these products generally being purchased alongside the weekly grocery shop. Leading supermarket chains such as Naivas stock a wide range of brands and products and can also offer more affordable prices and promotions.

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Overview

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.

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Sample Men's Grooming Market Research Report

Sample Men's Grooming Data

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming 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 Men's Grooming industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming 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 Men's Grooming in Kenya?
What are the major brands in Kenya?
Are systems or disposable razors and blades more popular in shaving?
Which men’s category is seeing most dynamic growth?

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.

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Men's Grooming in Kenya - Category analysis

HEADLINES

PROSPECTS

Several factors behind growth of men’s grooming

Men’s skin care offers strong potential

Education key to growth of men’s shaving

COMPETITIVE LANDSCAPE

Gillette raises profile of men’s shaving

Nivea for Men retains lead

Distribution dominated by supermarkets

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2012-2017
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2017
Table 5 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 8 Forecast Sales of Men's Grooming by Category: Value 2017-2022
Table 9 Forecast Sales of Men's Grooming by Category: % Value Growth 2017-2022

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Men's Grooming in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Several factors behind growth of men’s grooming

Men’s skin care offers strong potential

Education key to growth of men’s shaving

COMPETITIVE LANDSCAPE

Gillette raises profile of men’s shaving

Nivea for Men retains lead

Distribution dominated by supermarkets

Samples

Overview

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Table of Contents

Men's Grooming in Kenya - Category analysis

HEADLINES

PROSPECTS

Several factors behind growth of men’s grooming

Men’s skin care offers strong potential

Education key to growth of men’s shaving

COMPETITIVE LANDSCAPE

Gillette raises profile of men’s shaving

Nivea for Men retains lead

Distribution dominated by supermarkets

CATEGORY DATA

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

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