Executive Summary

Jun 2019
PROSPECTS
Manufacturers are expected to develop products that meet specific needs

Increasingly, oral care is moving away from products that ensure oral hygiene, to products that address specific needs, such as tooth sensitivity, tooth whitening and the strengthening of tooth enamel. Despite the fact that these products retail for a slightly higher price than ordinary toothpaste, for example, consumers are willing to incur the extra cost.

Increasing demand expected for products containing natural ingredients

Led by social media awareness and increased connectivity, consumers are increasingly complaining of the harsh effects of some oral care products, and the possible abrasion to their tongue and teeth. They therefore expect manufacturers to formulate products that address these concerns.

Growth is expected as consumers continue to become more health-conscious

Consumers are increasingly looking at oral hygiene products other than toothpaste, which encourage routine oral hygiene; for example, dental floss and mouthwashes/dental rinses. Despite these products retailing for slightly more, they are willing to purchase them, guided by their increasing knowledge of oral hygiene routines.

COMPETITIVE LANDSCAPE
Multinationals dominate the competitive landscape in oral care

In 2018, Colgate-Palmolive (East Africa) led oral care in Kenya in value terms. Its strong position is thanks to its well-known brand name, the financial resources to spend on active marketing activities, as well as investment in new product development.

New product innovations for busy lifestyles

With an increasing need to offer products that suit busy lifestyles, multinationals in the local market are looking to introduce products such as electric toothbrushes. Even though these may be more expensive, they are expected to target the affluent middle-classes and the urban population, as well as appealing to consumers who are looking at cost-savings in the long-term.

Manual toothbrushes leads; however, electric toothbrushes may erode its share

Manual toothbrushes remain easily accessible and affordable to the larger population; however, as consumers’ incomes and levels of awareness rise, some will eventually shift towards electric toothbrushes, even though they may also keep a manual toothbrush. This shift is expected to remain slow, and sales of power toothbrushes are likely to remain low throughout the forecast period.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Oral Care in Kenya

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Oral Care industry in Kenya with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Oral Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Oral Care in Kenya market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Oral Care in Kenya?
  • What are the major brands in Kenya?
  • Which type of toothpaste is most popular?
  • How are sales of manual versus power toothbrushes faring?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Oral Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Manufacturers are expected to develop products that meet specific needs
Increasing demand expected for products containing natural ingredients
Growth is expected as consumers continue to become more health-conscious

COMPETITIVE LANDSCAPE

Multinationals dominate the competitive landscape in oral care
New product innovations for busy lifestyles
Manual toothbrushes leads; however, electric toothbrushes may erode its share

CATEGORY DATA

Table 1 Sales of Oral Care by Category: Value 2013-2018
Table 2 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 3 Sales of Toothbrushes by Category: Value 2013-2018
Table 4 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 5 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 6 NBO Company Shares of Oral Care: % Value 2014-2018
Table 7 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 8 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 9 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 10 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 11 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Continued growth and the dominance of mass products
Middle-class consumers expect more premium products
Local manufacturers pose strong competition for international players
Counterfeit products pose a threat to both the mass and premium segments
Beauty and personal care is expected to see steady growth over the forecast period

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 20 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources