In 2020, the COVID-19 pandemic prompted consumers to prioritise their spending and stockpile essential products due to the economic uncertainty, the unprecedented nature of the pandemic, and also the reduced spending power that consumers in the country faced. As such, many retail outlets recorded high sales of oral care products following the outbreak of COVID-19 in March 2020.
Although urbanisation continued to rise at the end of the review period, consumers in more rural areas of Kenya are still very sceptical when it comes to trading in traditional personal care routines for modern oral care products. The majority of the citizens living in the rural areas still have a hard time adapting to the new trends in oral care.
Following the outbreak of the COVID-19 virus in Kenya, authorities introduced social distancing guidelines encouraging citizens to remain at home as much as possible and to avoid socialising. With this decline in social occasions and opportunities for consumers to interact with each other, demand for oral care products decreased.
Over the forecast period, key players such as Colgate-Palmolive (East Africa) Ltd, Unilever Kenya Ltd, Procter & Gamble Co and GlaxoSmithKline East Africa Ltd are expected to register a continued rise in sales through e-commerce channels. The rise of e-commerce sales in oral care will be supported by the rising number of internet users in Kenya over the forecast period, as well as the acceleration of the development and expansion of e-commerce platforms during the COVID-19 pandemic.
In the aftermath of COVID-19, consumers spending power is expected to remain at a lower level than at the end of the review period due to the lasting impact of the global health crisis. During these harsh economic times, brands are expected to be more aggressive in their advertising and promotional activities to ensure they remain visible to consumers and to encourage consumers spending.
During the COVID-19 pandemic, consumers adjusted their personal care and spending habits in order to suit the lifestyle changes and difficult economic conditions of the health crisis. As the threat of COVID-19 subsides, however, life will return to normalcy in the forecast period, with public places and offices reopening, and social distancing restrictions coming to an end.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Oral Care research and analysis database.
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