During the COVID-19 pandemic, consumers in Kenya faced considerable lifestyle changes, with the population advised to remain at home as much as possible, and many businesses forced to close their doors. This affected grooming norms in the country, especially as barbershops closed for a period in 2020 and consumers avoided visiting them anyway in order to reduce the risk of contracting COVID-19.
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 supported sales in men’s grooming in 2020, preventing heavier losses for the category despite a certain loss of momentum in 2020.
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.
Beiersdorf East Africa Ltd’s leading brand Nivea Men is expected to retain its leadership in men’s grooming thanks to its long-standing presence in Kenya. Nivea has been a big name in beauty and personal care in Kenya for a long time, backed by aggressive marketing strategies and a wide range of products for consumers to choose from.
Owing to business closures during the COVID-19 pandemic, the category lost momentum during the health crisis, with growth slowing considerably across most product areas. This was caused, in part, by the closure of barbershops and spas in Kenya during the pandemic, which are major sources of men’s grooming sales.
Over the forecast period, home grooming is expected to continue to be more popular. During the COVID-19 pandemic, many consumers adopted home grooming regimes to compensate for the closure of barbershops and spas around the country.
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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.
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This report originates from Passport, our Men's Grooming research and analysis database.
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