Men's Grooming in Kenya

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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