Men's Grooming in Kenya

PRE-COVID-19 PERFORMANCE

Producers respond to growing demand for men’s skin care

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.

Growing competition slowing scope for growth within men’s shaving

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.

Consumers continue to have more faith in international brands

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.

2020 AND BEYOND

COVID-19 impact

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.

Affected products within men’s grooming

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.

Recovery and opportunities

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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