Country Report

Premium Beauty and Personal Care in

Premium Beauty and Personal Care in Kenya

Jun 2021

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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!

2020 IMPACT

Growth slows as consumers down trade as a result of tough economic conditions

Although the consumption of beauty and personal care products has increased considerably over the review period, disposable incomes took a significant hit in 2020 due to the negative impact of the COVID-19 pandemic. With the COVID-19 pandemic causing a contraction of many national economies around the world, including Kenya’s, consumers were faced with reduced spending power in 2020.

Middle class consumers drive sales in premium beauty and personal care

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.

Restricted movement during COVID-19 hampers growth

Following the outbreak of COVID-19 in 2020, the Kenyan government restricted the movement of its population in order to prevent the spread of the COVID-19 virus within the country. This included the partial closure of salons for long periods of 2020, which had a negative impact on the category as many premium beauty and personal care products are sold or used in salons.

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Overview

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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

KEY DATA FINDINGS

2020 IMPACT

Growth slows as consumers down trade as a result of tough economic conditions

Middle class consumers drive sales in premium beauty and personal care

Restricted movement during COVID-19 hampers growth

RECOVERY AND OPPORTUNITIES

The return to normalcy in Kenya will fuel growth in the category

Brands engage in promotional activities to boost consumer spending

Rising consumer awareness and premium skin care offerings boost demand

CATEGORY DATA

Table 1 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 4 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 5 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 6 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 12 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 13 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 14 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 15 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

Megatrends

Country Report

Premium Beauty and Personal Care in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

2020 IMPACT

Growth slows as consumers down trade as a result of tough economic conditions

Middle class consumers drive sales in premium beauty and personal care

Restricted movement during COVID-19 hampers growth

Overview

Why buy this report?

SAMPLES

Delivery:

Overview

Why buy this report?

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Table of Contents

Premium Beauty and Personal Care in Kenya - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Growth slows as consumers down trade as a result of tough economic conditions

Middle class consumers drive sales in premium beauty and personal care

Restricted movement during COVID-19 hampers growth

RECOVERY AND OPPORTUNITIES

The return to normalcy in Kenya will fuel growth in the category

Brands engage in promotional activities to boost consumer spending

Rising consumer awareness and premium skin care offerings boost demand

CATEGORY DATA

Beauty and Personal Care in Kenya - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

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