Men's Grooming in Kenya

PROSPECTS

An increasing number of women prefer men’s bath and shower products

An increasing number of women prefer men’s bath and shower products, as they claim the scent lasts longer, and retail slightly cheaper than products targeted towards women. This not only produces a cost saving, but also sensory advantages.

Brands focus on men’s skin care, which was previously not a priority

For a long time, the focus has been on female skin care, and men were 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. The number of men’s pre-shave and after-shave creams is increasing, some containing natural ingredients such as aloe vera, and the number of facial cleansers and moisturisers catering to men continues to increase.

Men’s shaving witnesses growth in 2018; however, this is expected to slow down

With the growth of electrical shaving devices, men’s razors and blades is expected to see a slowdown in growth compared with 2018, as consumers shift to methods that are less time-consuming and prove to be cheaper in the long-term. Also, the more affluent middle-classes are moving away from disposable razors in favour of razor systems, which they use for their trimming and styling needs.

COMPETITIVE LANDSCAPE

Hasbah Kenya (The Procter & Gamble Co) leads men’s grooming

The Procter & Gamble Co led men’s grooming in 2018, distributing its products through Hasbah Kenya. Its sustained leadership can be attributed to its Gillette brand in men’s shaving, which continues to innovate and provide blades that are gentler on men’s skin.

Growth in men’s shaving is set to be driven by men’s post-shave

Pre-shave and post-shave products are gaining popularity, as they take male grooming a step further and offer extra benefits, such as formulations for dry and sensitive skin, beard thickening creams, and post-shave lotions which give a soothing effect after shaving. The market is seeing a larger number of products, such as shaving gel, cream, foam and after-shave lotion; this is being driven by increased digital connectivity, which puts pressure on men to carry out grooming and gives them tips through blogs and websites on the advantages of these products and how to use them.

Premium men’s fragrances maintains its lead ahead of mass men’s fragrances

More men are willing to spend on premium fragrances – this is especially the vase for the middle-classes and the young urban population. Men are increasingly purchasing these sophisticated products for both functional reasons and for a sensorial experience.

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