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Learn moreAug 2020
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For a long time, companies have focused more on female skin care, with men being somewhat left on the side-lines. However, with men’s growing interest in their appearance, which is partly attributed to social media pressures and rising product awareness, led by intensive marketing, manufacturers are more actively catering to this consumer segment.
Men’s shaving is expected to remain steady over the forecast period, driven by a lack of competition from alternatives such as beard trimmers and electric shavers. Despite increasing interest in barber shops and beauty salons that offer male-specific services, many men still prefer to use razors and shavers in the comfort of their home bathrooms.
Procter & Gamble continues to lead sales within men’s grooming, distributing its products through Hasbah Kenya. The company’s leadership can be attributed to the popularity of its Gillette brand in men’s shaving, which continues to innovate and provide blades that are gentler on men’s skin.
Sales of men’s grooming are now expected to remain stable in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% increase forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
All product areas across men’s grooming are expected to struggle in 2020. For example, men’s shaving will be impacted by men simplifying their grooming regimes as they seek to save money.
Following a decline in growth in 2020 as a result of the COVID-19 lockdown and economic uncertainty, overall men’s grooming will achieve a degree of recovery in 2021 and will see good annual growth for the remainder of the forecast period. Consumers are likely to remain highly price-sensitive and many will continue to limit spending in this area.
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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.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
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.