Demand for men’s grooming products and services is rapidly growing among Kenya’s men, particularly in the young adult demographic who have access to a wealth of information and peer reviews. A new generation of Kenyan men are investing in their appearance underpinning a modest rise in current value sales in 2021.
With barbershops closing their doors to prevent the spread of COVID-19, and consumers spending more time at home in 2020, home grooming became more popular amongst male consumers in Kenya. This trend sustained current value growth in 2020 preventing heavier losses for the category.
Kenya’s growing ranks of middle classes have increased the number of medium income earners in Kenya, driving demand for premium men’s fragrances. Traditionally, fragrance manufacturers have focused on targeting women but the shift in male grooming combined with rising affluency is a growing demand for fragrances at the premium end.
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Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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