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Country Report

Premium Beauty and Personal Care in

Premium Beauty and Personal Care in Kenya

18 pages, Jul 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Strong growth in colour cosmetics and skin care

Colour cosmetics and skin care were the two most dynamic areas of premium beauty and personal care in 2017. Both categories are benefiting from strong demand amongst young urban professionals, who are experiencing rising disposable income and an increase in social exposure both at work and in leisure time.

Rise in counterfeit products

The rise in demand for higher-end products amongst the expanding aspirational middle class has led to a significant increase in counterfeit premium products in the Kenyan market. The expansion of the counterfeit premium segment has been bolstered by the activity of some retailers, which have knowingly sold counterfeit products as originals.

Upper mass segment – threat or opportunity?

The rise of the upper mass segment represents a potential threat to premium beauty and personal care brands across a wide range of categories, including colour cosmetics, fragrances and skin care. This development is being driven by product innovation from local players, such as Ythera Beauty and Whole by Geraldin, which both launched in fragrances in 2017.

COMPETITIVE LANDSCAPE

Haco extends lead

Having gained top spot in premium beauty and personal care during the previous year, Haco Tiger Brands extended its lead over PZ Cussons East Africa in 2017. The company’s presence in premium beauty and personal care is founded entirely on its strength in premium hair care through brands such as Black Silk, Miadi, Motions and TCB Naturals.

Lintons Beauty World expands strongly

Lintons Beauty World saw the fastest growth amongst the top three players in premium beauty and personal care in 2017. The company’s portfolio includes a wide variety of well-known premium multinational brands across fragrances, colour cosmetics and skin care.

Digital media important in targeting key consumers

With the young urban professionals constituting a key element of the premium beauty and personal care consumer base, companies are increasingly looking to digital, and particularly social, media to inform consumers about products, stimulate demand and generate brand affiliation. Smartphones have embedded digital media in the everyday lives of young urban consumers and social media provides the potential for targeted marketing and interactive engagement with brands.

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Overview

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.

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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 Premium Beauty and Personal 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 Premium Beauty and Personal Care industry in Kenya, our research will save you time and money while empowering you to make informed, profitable decisions.

The Premium Beauty and Personal 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 Premium Beauty and Personal Care in Kenya?
What are the major brands in Kenya?
What are the key innovation trends in make up?
What is the evolution of mass colour cosmetics versus their premium counterparts?

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.

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Premium Beauty and Personal Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Strong growth in colour cosmetics and skin care

Rise in counterfeit products

Upper mass segment – threat or opportunity?

COMPETITIVE LANDSCAPE

Haco extends lead

Lintons Beauty World expands strongly

Digital media important in targeting key consumers

CATEGORY DATA

Table 1 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 4 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 5 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 6 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 12 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 13 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 14 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 15 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Premium Beauty and Personal Care in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Strong growth in colour cosmetics and skin care

Rise in counterfeit products

Upper mass segment – threat or opportunity?

COMPETITIVE LANDSCAPE

Haco extends lead

Lintons Beauty World expands strongly

Digital media important in targeting key consumers

Overview

Why buy this report?

SAMPLES

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Overview

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Table of Contents

Premium Beauty and Personal Care in Kenya - Category analysis

HEADLINES

PROSPECTS

Strong growth in colour cosmetics and skin care

Rise in counterfeit products

Upper mass segment – threat or opportunity?

COMPETITIVE LANDSCAPE

Haco extends lead

Lintons Beauty World expands strongly

Digital media important in targeting key consumers

CATEGORY DATA

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

Surge in demand for beauty and personal care driven by increased disposable income

Direct selling gaining popularity

Counterfeit products remain a challenge

Individualisation and targeted products with a focus on health-conscious consumers

Outlook is positive with local brands expected to gain share

MARKET DATA

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