Premium Beauty and Personal Care in Kenya

PROSPECTS

Middle- and higher-income consumers are expected to drive growth

In Kenya, premium beauty and personal care has seen the introduction of products such as face masks, serums, exfoliators, tinted sunscreen and skin hydration products. These appeal to the niche segment of middle- and higher-income consumers who are seeking personalised products to cater to their very specific needs.

Men’s grooming is an important consideration

In the past, the premium segment in beauty and personal care catered only for women’s needs. However, despite the availability of only a limited number of product varieties, and their presence only in specialist retailers or chemists/pharmacies, there are increasing numbers of anti-ageing skin care products, hair growth shampoos and anti-wrinkle products for men, which cater for their specific needs.

Demand for green products continues to strengthen

The Kenyan market is seeing the rise of a more environmentally-conscious higher-income consumer base, which is focused on finding out the source of the ingredients in brands, in order to weigh up their costs and benefits. Furthermore, in general, consumers believe that natural products have higher efficacy; hence, this encourages them to pay higher prices for such premium products.

COMPETITIVE LANDSCAPE

Haco Tiger Brands leads premium beauty and personal care

Haco Tiger Brands continued to lead premium beauty and personal care in value terms in 2018, and also saw a slight increase in its value share. It has four brands in premium beauty and personal care in Kenya – Black Silk, Miadi, Motions and TCB Naturals; all of which saw static or rising value shares in 2018.

Premium products provide new benefits

Premium products offer additional benefits for consumers; for example, premium skin care products almost always include SPF protection, whilst hair care products serve specific scalp health needs, such as addressing a dry scalp or an oily scalp. In colour cosmetics, BB and CC creams are seen to serve different purposes from traditional powder and foundation.

Segmentation is becoming more evident

Segmentation is increasingly becoming a distinguishing factor in premium beauty and personal care, and brands that can segment their consumer base in terms of skin tone, age and skin needs stand to reap rewards. For example, premium skin care products sold in the region tend to have higher levels of SPF due to the scorching heat, and the premium foundations present in the market are in shades ideal for warmer and darker skin tones.

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